THE NEED OF PRODUCING OF PROFESSIONAL CODE OF ETHICS FOR GUIDES IN LITHUANIA

Research problem: Ethical issues is not a much studied topic in the field of guides' professional activity. Lithuanian guides do not have an established Professional Code of Ethics for Guides. The topic of Guide Ethics depends on the personal responsibility of a guide. What ethical principles and values should guide the Guide in professional activities? How can guides agree on unified ethical requirements for professional activity? Research object: the Need of Producing of Professional Code of Ethics for Guides in Lithuania. Research aim: to analyse the Need of Producing of Professional Code of Ethics for Guides in Lithuania. Research methods: analysis of scientific literature and documents, qualitative research – interviews, quantitative research – survey, systematization of databases. Conclusions. It is important to have a Code of Ethics for every organisation striving for effective communication. In addition to other knowledge, a Guide must know professional ethics, represent the country professionally and responsibly. The results of quantitative and qualitative research substantiate the Need of Producing for a Professional Code of Ethics for Guides in Lithuania. The quality of services provided by the tour guide, impeccable preparation and conduct of the tour, the visual image of the tour leader, and cultural behaviour are important for those who book tours. Most of the guides who took part in the study are in favour of Producing the Professional Code of Ethics for Guides in Lithuania. Based on the results of the conducted research, the main ethical principles of the guide's professional activity were highlighted. It is recommended to organize trainings for guides on the topic of professional ethics, to prepare a draft of Professional Code of Ethics for Guides and to present the draft of the Professional Code of Ethics for Guides to Lithuanian guides; to initiate Producing and Implementation of the Professional Code of Ethics for Guides in Lithuanian guide associations.