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Understanding human values is important for tour guides so they can tailor the information they provide to each individual's interests and preferences. It allows guides to create a more personalized and meaningful experience for their guests, leading to higher customer satisfaction and positive reviews. Additionally, being aware of human values helps guides to connect on a deeper level with their audience and foster a sense of empathy and cultural understanding during the tour.

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Q: Why is the knowledge of human values important to tour guides?
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