|To lead or guide – in the sense of MORAL guidance, reforming a juvenile delinquent, to lead by example, etc.
|A teacher leads the class on the field trip. the policewoman conducts traffic. To literally lead or conduct. It means literally going together with the people to the place.
|A guide – usually in the form of a map, or an information kiosk. Also if a clerk shows you around a store pointing out things you might want to buy, that ‘s 案内. $$$