The professional overcoming of tourism guides for the development of communicative competence in patrimonial interpretation. Challenge of social responsibility

The figure of the tourist guide has transcended the times with the conversion of tourism into a mass phenomenon, causing a significant increase in demand since the middle of the last century, which caused companies in the sector to opt for the hiring of people who they will play this role in the tourist activity. The objective of this work is to determine the social responsibility challenge that constitutes the professional overcoming of tourism guides for the development of communicative competence in heritage interpretation, in order to guide the activity of heritage tourism and mitigate the social impacts of the wide influx of tourism to the national territory. The present study is developed in the tourist destination Cayo Santa María, Cuba. For the development of the research, a diagnosis was made that allowed us to verify the preparation that the tour guides have and determine their future needs, based on offering a response to the social and economic demands related to tourism activity. For this, scientific research methods were used such as survey, interview, and document analysis. The results obtained were that tourism guides to develop communicative competence for heritage interpretation require knowledge, skills and attitudes associated with the appropriation of theoretical foundations on the subject, according to current trends.