International Review of Management and Marketing | 2026
Authors: Hoa L.T.K.; Khanh P.N.
DOI: 10.32479/irmm.20947
Journal: International Review of Management and Marketing
Year: 2026
Publisher: Econjournals
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
To improve the motivation of tour guides in Ho Chi Minh City, this study will identify the elements that affect their motivation at work and offer potential solutions. A mixed-method strategy that included quantitative questionnaire surveys and qualitative expert interviews was used to accomplish this goal. Using SPSS 26 software, data from 487 tour guides actively working in Ho Chi Minh City were gathered and examined using linear regression, exploratory factor analysis (EFA), and Cronbach's Alpha reliability assessment. According to the results, domestic tour guides' motivation at work is greatly influenced by four major factors: (1) pay, (2) workplace culture, (3) prospects for advancement, and (4) corporate policies. The study suggests several workable ways to enhance these influencing elements in light of these findings, boosting tour guides' motivation and productivity on the job. Government officials and travel agencies may use the study's practical implications to create strategies to effectively cultivate a workforce of skilled tourists who can satisfy the demands of global integration. © 2026 Econjournals. All rights reserved.
Ho Chi Minh City; Influencing Factors; Motivation Enhancement; Tour Guides; Work Motivation