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“Our brand is in their hands” – The changing role of guiding in the adventure travel industry

“Our brand is in their hands” – The changing role of guiding in the adventure travel industry. Myles Farnbank Director of Training Wilderness Scotland. What do we expect from a guide?. What does the client want? What does the employer want? What do the local communities/land managers want?.

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“Our brand is in their hands” – The changing role of guiding in the adventure travel industry

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  1. “Our brand is in their hands” – The changing role of guiding in the adventure travel industry Myles Farnbank Director of Training Wilderness Scotland

  2. What do we expect from a guide? • What does the client want? • What does the employer want? • What do the local communities/land managers want?

  3. The Role of the Adventure Guide • Provide safe but challenging experiences • Provide the highest level of customer experience • Represent the company ethos & values – the ‘brand’ • Be advocates for the communities, wildlife and landscapes • Be destination and activity ‘experts’ • Be skilled in customer relations, communications, leadership and marketing • Be flexible, fun, engaging and spontaneous

  4. Technical Training for Adventure Guides • UK – well regarded technical skill development, coaching and leadership qualifications • What about non-technical areas? Eg Cultural Interpretation

  5. Existing Non-Technical Guide Training • Scottish Tourist Guide Association – Blue Badge Guide • Professional Association of Wilderness Guides International • National Association for Interpretation • Academic Adventure Tourism or Interpretation courses • Individual Adventure & Nature based tourism businesses • Regional or activity specific guide training programmes

  6. Case study • Wilderness Guide Training Programme • Developed by Wilderness Scotland with support from The Wilderness Foundation UK • Piloted in 2010/11 • Received recognition from within the Travel Industry • Guardian Green Travel List 2011 • AITO Sustainable Tourism Awards 2011. • From 2012 – WGTP Wild Scotland guide training programme

  7. Aims of the Wilderness Guide Training Programme • Develop guides who are able to inform and inspire clients about cultural heritage, natural history, conservation and sustainability • Create guiding perspective and practice, which offers the highest level of customer experience • Provide training in a range of areas, which is either unavailable or not considered relevant elsewhere • Create a structured modular training programme to support ongoing CPD for wilderness guides • Provide a personal development framework for wilderness guides

  8. Core Modules • Leave No Trace • Cultural Interpretation • Art of Guiding – Concepts & Philosophies for Adventure Tourism • Environmental Advocacy & Leadership • Nature Conservation

  9. Habitat Modules • Ecology of Coastal – Riparian – Upland - Woodland • Myth, Folklore & Ethnobotany • Geology/geomorphology

  10. Option Modules • Weather Interpretation • Gaelic/Norse placenames • Music • Environmental/Cultural Storytelling • Natural Navigation • Bushcraft • Wilderness Cooking – campfire/stove • Ecopsychology for outdoor leaders • Inclusive Adventure • Astronomy • Spirituality in the outdoors

  11. Contact myles@wildernessscotland.com

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