Their potentials are blocked by the issues and problems of instant money-making-centered guiding conduct,
below-cost group receiving industry practices and unfair remuneration system for the guides, absence of protection measures to ensure the guides’ interests, opportunism in guiding and lenient certificating requirements, lack of professionalism and effective training, ineffective monitoring measures, and limited awareness of sustainability, in particular that of the industry members, should be banned; tour guides’ personal interests should be protected and local awareness of sustainability, in particular that of the industry members, should be fostered. Serious efforts of the government administration as well as industry members and tour guides are required if tour guides are to fulfill their potential as agents of sustainable development.