Casting Identity in the Cultural Tourism Industry: Greek Tourist Guides in a 'Mission' of Heritage Interpretation

Abstract

The focus of this article is on how identity on a local level is expressed through cultural heritage interpretation and negotiated in an environment of globalization, but also multiculturalism and promotion of locality, like the European Union (EU). Interpretation is public communication of perceptions and values attached to heritage, and a main component of cultural tourism. Tourist guides in Greece, where guiding is strictly regulated, have been confronted with the EU on several occasions. Through the examination of this conflict, issues such as rights of interpretation, the projected image and identity of place and people, otherness and identity realization, the role of education and especially archaeology in governing, as perceived by the Greek tourist guides, are examined and analysed in the contexts of audience, state and the EU.