Tour guides as a creative community of regional tourism industry: territorial analysis of certification results

The article analyzes the activities of tour guides, including from the standpoint of their creative activity. Tour guides are considered as a creative community of the regional tourism industry. They interact with representatives of the tourism industry and can create new tourist routes and excursions. In 2022, mandatory certification of tour guides has started in Russia. For the first time, the article presents a spatial analysis of its results, assesses the number of certified tour guides and guide-interpreters in Russian regions comparing with the tourist flows. Analysis of the mandatory guide certification allowed grouping the regions of the Russia in five categories by their provision with certified tour guides and guide-interpreters. The total number of certified tour guides and guide-interpreters in the country by June 1, 2023 does not exceed 4,500 people. The average provision of certified guides and guide-interpreters in Russia is 0.2 units per 1000 tourists. Mandatory certification of guides gives the understanding the total number of guides and guide-interpreters operating in the regions of Russia. Before the introduction of the certification procedure at the federal level, information about the number and qualification of active tour guides could be provided by tourist information centers, authorities, and less often - by experts. The article identifies successful practices for certification of tour guides in the leading regions and considers the ways for their interaction with the tourism industry. The analysis shows that certification is most effective in regions where a community of guides has been formed and actively interacts with the tourism business and regional authorities.