Tour guides and the transnational promotion of human rights: Agency, structure and norm translators in responsible travel

Within tourism studies, the movement for ‘responsible tourism’ seeks to direct tourism in support of ideals such as sustainability and human rights. Central to the promotion of such ideals, however, is the tour guide who holds a critical position influencing the orientation of a tourism encounter. This article explores the capacities of tour guides to direct tourism encounters in support of human rights. The analysis draws upon tourism and human rights literature to frame tour guides within the theoretical concept of norm translators. The analysis applies a case study approach to a case of an individual tour guide leading a Vietnam tour package under the employ of a responsible travel company supportive of human rights, with the purpose of clarifying the role of tour guides in promoting human rights and elaborating the theory of norm translators.