| Summary: | This thesis aims to analyze how sustainable tourism practices are being implemented in Finnish Lapland, with a specific focus on the role played by tour guides in promoting sustainable travel to the region. The study will provide an in-depth investigation of tour guides' various techniques and approaches to ensuring environmental, social, and economic sustainability in this tourist destination. The research material was gathered by surveying the guide's perspectives through interviews, participant observation, and document analysis. Five tour guides from Nordic Unique Travels were interviewed to examine how they encourage sustainable tourism practices among their clients, implement sustainability during tours, and the challenges they encounter. This thesis contributes knowledge to the region's tourism by providing an understanding of the pivotal roles of tour guides in promoting sustainability. The research yielded several key findings. Tour guides raise visitors’ awareness of sustainable behaviors and encourage sustainable tourism practices through effective communication and storytelling techniques. Tourists are more likely to engage in sustainable tourism when they clearly understand the positive outcomes of their actions and perceive that their actions align with their values. The outcomes of these efforts have included reduced waste, increased conservation efforts, and improved environmental and cultural awareness among visitors. The study reveals that tour guides in Finnish Lapland practice sustainable tourism by constantly learning and implementing such practices and allowing mutual dependency between tourists and nature. However, challenges in meeting tourists' expectations regarding sustainability do exist. Nevertheless, Finnish Lapland serves as an example of sustainable tourism that can be followed by other communities while protecting their heritage and stimulating beneficial change. Although the study offers valuable insights, it is important to acknowledge its limitations due to the small sample ...
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