Creativity of Tour Guides in the Mekong Delta, Vietnam

Nguyen Quoc Nghi, Le Kim Thanh

Abstract


The study aims to identify factors that influence the creativity of tour guides in the Mekong Delta, Vietnam. By interviewing 185 tour guides and applying the structural equation modeling (SEM), the study has pointed out 4 factors that positively impact the creativity of tour guides. They are Organizational support, Work motivation, Intrinsic motivation, and Job autonomy. In which, work motivation has the strongest impact on the creativity of tour guides. Besides, several administrative implications are proposed to promote the creativity of tour guides in the Mekong Delta.

Keywords


Creativity, On-Site Guide, Tourism, Mekong Delta

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v21.2.1953

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