Research on the Challenges and Transformation Path of Tour Guide Profession in the New Era

With the sharp increase in life pressures, holiday travel has become a popular choice for many. As an indispensable role in tourism, tour guides can significantly enhance the tourist experience and showcase the allure of various scenic spots. In the new era, to achieve sustainable development and positive transformation, tour guides face significant challenges. This paper explores these challenges and proposes potential transformation paths for the tour guide profession in Nanchang, a city with a rich history, as it strives to build a strong city brand.