The guides plays a vital role in the tourism destination marketing

who are not only the bearer of cultural and historical information

but also the shaper and disseminator of the brand image of the tourism destination. Through the direct interaction with visitors

they greatly influence the quality of visitors' experience and visitors' overall impression of the destination. In this paper

the specific role of guides in tourism destination marketing is discussed in detail

aiming to reveal how guide services enhance the market competitiveness of tourism destinations by improving visitors' experience

so as to provide suggestions for the optimization of the overall marketing effect of tourism destinations.

KEYWORDS

Tourism destination marketing; the role of guide; visitors' experience; competitive advantage