ETIKA PROFESI PEMANDU WISATA DALAM MENGHADAPI PERBEDAAN BUDAYA WISATAWAN DI YOGYAKARTA (STUDI KASUS TRAVEL AGENT WIDYALOKA WISATA)

Abstract

This study examines the professional ethics of tour guides in handling cultural differences among tourists in Yogyakarta, specifically focusing on Widyaloka Wisata travel agent. The research employs a qualitative approach through observation and interviews with tour guides, tourists, and management staff. The tour guide's code of conduct is a guideline that must be followed to ensure quality service, respect local culture, and create a pleasant experience for tourists. By adhering to this code of conduct, tour guides will not only enhance their professional reputation but also contribute to the sustainability of the tourism industry. As tourism ambassadors, they play an important role in creating a positive image of tourist destinations and building harmonious relationships between tourists and the community.The findings indicate that tour guides face various cultural challenges when dealing with international tourists, requiring them to maintain professional ethics while bridging cultural gaps. This study provides insights into developing effective strategies for cultural sensitivity in tourism services.

Keywords: Professional Ethics, Tour Guide, Cultural Differences, Tourism Management, Widyaloka Wisata Travel Agent