El papel del guía de turistas en la apreciación de los territorios

Tour guides responsible for publicizing and preserving cultural and historical heritage are part of the development of tourist regions. The objective of this article is to demonstrate the importance of the tangible and intangible resources available to tour guides for the appreciation of the socio-cultural and environmental aspects of tourist territories that generate value, satisfaction, and competitiveness. The modeling of structural equations was employed with a sample of 375 tourists who hired guides in the state of Quintana Roo, Mexico. This analysis shows that the tangible and intangible resources guides provide allow them to be effective agents for the territory that promote the importance of the conservation of the physical, social, cultural, and environmental elements in Quintana Roo, Mexico.