Ethical Communication in Tourist Guiding: The Role of Right Speech in Enhancing Visitor Experience

As global tourism places increasing emphasis on ethical practices and meaningful visitor engagement, the role of communication in tourist guiding has become more critical than ever. This study investigates the application of Right Speech a core principle of Buddhist ethics as a framework for enhancing communication practices among tour guides. Employing a qualitative methodology, in-depth interviews were conducted with licensed tourist guides and international visitors across culturally significant destinations in Vietnam. Findings reveal that guides who adopt the principles of Right Speech truthfulness, kindness, non-harm, and mindful speech are perceived as more trustworthy, respectful, and emotionally attuned. Such communication not only enhances visitor satisfaction but also fosters deeper intercultural understanding and contributes to a more authentic and ethical tourism experience. By integrating Buddhist ethical discourse with practical guiding behavior, this study expands the discourse on sustainable and responsible tourism. The findings advocate for the inclusion of ethics-based communication modules in guide training curricula and underscore the transformative potential of mindful speech in shaping service quality. Future research should explore the long-term impacts of such training and examine its applicability across diverse cultural and religious tourism contexts.