The use of health-related myths by tourist guides and their impact on professional specialization

This study examines the integration of health-related myths into the tourist guiding process and their impact on guides' professional specialization. Health myths have contributed to the construction of cultural memory throughout history and have become significant elements shaping tourism experiences today. Mythological narratives serve as functional tools for transmitting cultural heritage and enhancing the attractiveness of destinations. Incorporating such myths into guiding narratives has been reported to increase tourists' interest and support the development of storytelling skills. Furthermore, guide interviews indicated that tourist satisfaction is closely linked to the guides' ability to convey these narratives effectively. The main objective of the research is to identify how health-related myths are utilized in guided tours, their contributions to professional development, and the challenges encountered in myth narration. Additionally, the study explores how mythological knowledge influences guides' perceptions of professional identity. In this context, a qualitative research approach was adopted, employing a phenomenological research design. The study sample consisted of experienced tourist guides conducting health-themed tours in different regions of Turkey. In-depth interviews were conducted with the participants, and the collected data were systematically analyzed through content analysis, leading to the development of thematic categories. During the analysis process, the originality of participant statements was preserved. The findings revealed that health-related myths were perceived by guides as enhancing the appeal of destinations and strengthening interaction with tourists. However, many guides reported experiencing difficulties in narration due to a lack of systematic training in mythology. Participants stated that mythological narratives increased tourist interest, added value to tour programs, and contributed to professional motivation. Based on these results, it is recommended to develop structured training programs to enhance guides' knowledge of mythology and storytelling competencies. Furthermore, employing health-themed myths more systematically within destination marketing strategies is considered likely to support the sustainable development of health tourism. The study is expected to contribute to the literature on the use of mythological narratives in tourism and to provide practitioners with guiding insights.