Understanding Gen Z Tour Guides: Key Factors Affecting the Attraction and Retention in Ho Chi Minh city

Thesis title: Understanding Gen Z Tour Guides: Key Factors Affecting the Attraction and Retention in Ho Chi Minh city
Author: Han, Gia Yen
Thesis type: Bachelor thesis
Supervisor: Hořáková, Marie
Opponents: Legnerová, Kateřina
Thesis language: English
Abstract:
Ho Chi Minh City is one of the key tourist centers in Vietnam and attracts an abundance of both domestic and international tourists. However, the city is currently facing a shortage of tour guides, especially young professionals who are skilled and passionate. As Generation Z gradually takes up a large number in the workforce in the tourism industry, attracting and retaining young tour guides has become one of the major challenges for tourism businesses. The thesis was conducted based on quantitative approach, with an aim to analyze the factors that influence the intention to stay long-term of Gen Z tour guides in Ho Chi Minh City. A total of 203 responses were collected via online surveys and 196 were valid, then incorporated into SPSS 30.0 for Cronbach’s Alpha reliability testing, Exploratory Factor Analyis (EFA) and regression analysis. The research findings revealed that career advancement opportunities, work-life balance, competitive compensation and benefits have a positive influence on the intention to stay long-term of Gen Z tour guides with tourism businesses in Ho Chi Minh city, in which, Career Advancement Opportunities was found to have the strongest influence. Based on the research findings, solutions were proposed by the author to help tourism companies in Ho Chi Minh city improve their strategies for attracting and retaining talented Gen Z tour guides and enhance their competitiveness in the industry.
Keywords: Gen Z; Tour guides; Career advancement; Retention; Compensation and benefits; Ho Chi Minh city; Work-life balance
Thesis title: Understanding Gen Z Tour Guides: Key Factors Affecting the Attraction and Retention in Ho Chi Minh city
Author: Han, Gia Yen
Thesis type: Bakalářská práce
Supervisor: Hořáková, Marie
Opponents: Legnerová, Kateřina
Thesis language: English
Abstract:
Ho Chi Minh City is one of the key tourist centers in Vietnam and attracts an abundance of both domestic and international tourists. However, the city is currently facing a shortage of tour guides, especially young professionals who are skilled and passionate. As Generation Z gradually takes up a large number in the workforce in the tourism industry, attracting and retaining young tour guides has become one of the major challenges for tourism businesses. The thesis was conducted based on quantitative approach, with an aim to analyze the factors that influence the intention to stay long-term of Gen Z tour guides in Ho Chi Minh City. A total of 203 responses were collected via online surveys and 196 were valid, then incorporated into SPSS 30.0 for Cronbach’s Alpha reliability testing, Exploratory Factor Analyis (EFA) and regression analysis. The research findings revealed that career advancement opportunities, work-life balance, competitive compensation and benefits have a positive influence on the intention to stay long-term of Gen Z tour guides with tourism businesses in Ho Chi Minh city, in which, Career Advancement Opportunities was found to have the strongest influence. Based on the research findings, solutions were proposed by the author to help tourism companies in Ho Chi Minh city improve their strategies for attracting and retaining talented Gen Z tour guides and enhance their competitiveness in the industry.
Keywords: Tour guides; Work-life balance; Compensation and benefits; Gen Z; Retention; Career advancement; Ho Chi Minh city

Information about study

Study programme: Bachelor of Business Administration
Type of study programme: Bakalářský studijní program
Assigned degree: Bc.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of Business Administration
Department: Department of Personnel Management

Information on submission and defense

Date of assignment: 28. 2. 2025
Date of submission: 13. 5. 2025
Date of defense: 4. 6. 2025
Identifier in the InSIS system: https://insis.vse.cz/zp/91697/podrobnosti

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