TOUR GUIDE'S COMPETENCIES AS PREDICTORS OF TOURISTS' SUSTAINABLE BEHAVIOR – EVIDENCE FROM NATIONAL PARKS

The aim of the study was to identify which tour guide's competencies can be predictors of environmentally sustainable behavior of visitors of national parks. Authors gathered answers through questionnaires from 305 visitors of two national parks located in Serbia. The results showed that guide's knowledge and telling stories in an engaging and interesting way were predictors for almost all learning outcomes. Also, guides who are energetic and show that they enjoy doing their job, can arouse visitors' interest in the presented topic, create pleasant memories and serve as a role model for sustainable behavior after the tour ends.