Abstract
The purpose of the article is to clarify the roles and functions of guides in tourism phenomena. For this purpose, I studied guides called 'Kataribe' acting in the field of the Kumano Kodo which is a part of the World Heritage 'Sacred Sites and Pilgrimage Routes in the Kii Mountain Range'. In information-oriented modern society tourists can be acquainted with guides in advance through the media. To analyze the role of guides located in such a situation, I conducted an interview survey targeting Kataribes, and gathered and analyzed media coverage and tourism information on Kataribe. As a result, followings are clarified. Guides of Kumano Kodo act not only as communicative mediators but also as representation of successors of regional culture and traditions. And they become an indispensable component of cultural landscape and regional tourism.
