Exploring sustainable work orientation among tourist guides: How does it affect their intention to stay

Abstract

This paper aims to understand the relationship between work orientation (job, career, and calling), and intention to stay (ITS) among tourist guides (TGs). Based on an online survey of 153 TGs in Sabah, this study performed partial least square structural equation modelling using SmartPLS 4.0 analysis to test the hypotheses. Findings indicate that job and career were positively related to ITS. Furthermore, calling mediated the relationship between job and career with ITS. Theoretically, this study provides an integrative view of the influence of work orientation on ITS by accounting for their interactive effects. Practically, this study is beneficial to show tourism policymakers how to secure valuable TGs employment. Additionally, the study provides the basis for tour operators to design effective human resource strategies to increase the motivation of professional TGs.