Perception of Tour Guides Towards Heritage Tourism: A Qualitative Study of Rajasthan (India)

Abstract

This study examines the perceptions of tour guides towards heritage tourism in Rajasthan (India), with a specific focus on three dimensions: the role of tour guides in heritage promotion, their perspectives on conservation and preservation of heritage sites, and their professional satisfaction. Using a qualitative, interpretivist approach, in-depth semi-structured interviews were conducted with 20 respondents across Jaipur, Ajmer, and Pushkar. Thematic analysis revealed that tour guides perceive themselves as cultural ambassadors and storytellers who transform monuments into living experiences. Guides actively function as informal conservation advocates, though structural barriers limit their formal input into heritage management. Professional satisfaction is high intrinsically but tempered by economic instability and, for female guides, significant gender-based challenges, including harassment, unequal access to work, and social stigma. The study concludes with policy recommendations for overnment tourism authorities, heritage management bodies, and tourism institutions to better support the guiding profession and leverage guides’knowledge for sustainable heritage tourism.