Do you need a guide, Sir? : En studie om turisters behov av naturguider vid naturbaserade aktiviteter

The tourism industry keeps growing every year, even in times of economic crises. Tourism is was the most important source of income for some countries and regions. Almost every tourism destination offer guided tours, from old quarters in capital cities to remote mountain areas. The best way for nature-based tourism companies to make a revenue is to charge for accommodation and guided tours. This paper examined at which nature-based activities the demand for guided tours are at highest and if demographic groups differed in their view of when a nature guide was needed. The paper also examined what qualities tourists seek in a nature guide. In order to examine these fators a survey was created. The focus group of the survey was people who had participated in nature-based tours. 100 persons answered the demographic questions, hypothetical questions about guided tours and questions regarding the nature guides abilities and knowledge in different fields. The participants had the option of completing the survey in paper form or online. The survey showed that older people was more keen to hire a nature guide, they also demanded more of the nature guide in the fields of organization, knowledge about nature and safety aspects. The results showed that a nature guide was most needed in activities that were potentially dangerous and where a lot of equipment was required, such as diving and snowmobiling. With more experience the contestants felt less inclined to hire a guide. However, the participants who regard themself as beginners in outdoor life were very inclined to hire a nature guide even at simple activities like forest hikes. The conclusion is that tourist hire a guide when they feel unsafe or do not own the equipment needed. Key words: Guided tour, guiding, nature guiding, package tours, organized tour