Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.

Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.Nghiên cứu động lực làm việc của Hướng dẫn viên du lịch Trường hợp các doanh nghiệp lữ hành tại thành phố Hồ Chí Minh.

VIETNAM ACADEMY OF SOCIAL SCIENCES GRADUATE ACADEMY OF SOCIAL SCIENCES NGUYEN THI THUY RESEARCH THE WORK MOTIVATION OF TOUR GUIDES: THE CASE STUDY OF TRAVEL ENTERPRISES IN HO CHI MINH CITY Major: Business Administration Major code: 9.34.01.01 SUMMARY OF THE BUSINESS ADMINISTRATION THESIS Ha Noi – 2022 Thesis was completed at: GRADUATE ACADEMY OF SOCIAL SCIENCES Name of Instructors: Supervisor 1: Assoc Prof Dr Tran Van Hoe Supervisor 2: Assoc Prof Dr Phuoc Minh Hiep Reviewer 1: Assoc Prof Dr Nguyen Thu Thuy Reviewer 2: Assoc Prof Dr Vu Thanh Huong Reviewer 3: Assoc Prof Dr Tran Huu Cuong The thesis will be defended before the Academy-level Thesis Judging Committee meeting at: at ………… hour………… min, date………… month Thesis can be found at the library: URGENCY OF THE RESEARCH TOPIC Work Motivation is the one of Employees’s psychological factors That is a multidimensional concept, reflecting the voluntary desire of employees at work to increase efforts towards achieving goals of organization Work motivation has an impact on job behavioral outcomes, which is a factor that promotes positive employee behavior in the enterprise such as enhancing performance and increasing employee job satisfaction (Roos & Van Eeden, 2008), while helping to reduce undesirable behaviors such as “intention to quit” (Vo Ngoc Tuyet, 2018), “feeling of burnout”, “stressful relationship at work” (Vo Ngoc Tuyet, 2018; Nguyen Thao Nguyen, 2020), … Therefore, the work motivation and how to motivate employees are always problems for managers and leaders at all levels to promote work motivation, thereby improving productivity, quality and labor efficiency All most of countries in the world are acknowledge the importance of the Tourism industry Given the prevalence of tour guides in most areas of industrialized tourism (Adler, 1989), but it is surprising that it receives little attention from the tourism academic community There are relatively few in-depth articles on tour guides, especially in terms of their role and occupational psychology (McDonnell, 2001) This lack of scholarly activity has existed for a long time, which is probably related to the subject itself, a topic that has received little attention in tourism research, when searching for the tourist guide literature shows little has changed since 1985 For example, the recently published book by Pearce et al (1998) on Tourism: “Transcontinental Bridges” comprehensive description and analysis all aspects of international tourism, but not a single sentence is devoted to the role of guides in industrialized tourism (Morrison, Pearce, & Rutledge, 1998) While, the role of tour guide is very important that has the ability to influence the level of visitor satisfaction In addition, ineffective work of tour guides can lead to negative effects on tourists' satisfaction or dissatisfaction with their holiday experience (Lopez, 1980) There is a need for more in-depth studies on the professional characteristics of guides, clarifying their roles, functions and occupational psychology in order to have more effective management strategies Tour guide is a “pretty flashy job”, a profession with an attractive salary, traveling for free and especially always fresh and full of enthusiasm The tour guide profession is ranked in the Top of the professions with sustainable development, long-standing and very promising in the future However, this is a arduous and high-pressure job (Nguyen Van Manh, 2009) Not only requires many qualities such as: knowledge, foreign languages, aptitude, health, experience, love for the profession, but the profession of a tour guide must accept a stressful job, working time is not to be stable; have to knowledgeable about the geography, culture, history of their own country and your country and update information regularly; It is because of these characteristics that for a long time, studies related to the tour guide profession often refer to the negative aspect of psychology career and find ways to minimize that negative impact (Mackenzie & Raymond, 2020), but “forget” the positive and proactive aspect that is the main cause of career passion, satisfaction and effectiveness High performance at work is the intrinsic motivation, active work motivation of the tour guide The tourism industry in the world and Vietnam is going through the most difficult period in history Ho Chi Minh City's tourism industry is not exception, according to a report by the Department of Tourism, preliminary statistics for 2020 show that when the second wave of COVID-19 epidemic returns in Ho Chi Minh City There are over 35,000 tour programs including package tours, optional tours, services (hotels, air tickets, attractions…) have been canceled (HCM, 2021) The outbreak of the epidemic at the time when tourism was preparing to welcome the peak season made the smokeless industry once again really slump when the growth indicators were almost zero Most travel businesses are closed to fight the epidemic; many businesses apply to withdraw their business licenses; cold restaurants and hotels; Tourist cars lying in the parking lot the reality of the tourism market in Ho Chi Minh City is very alarming and "tinted" (K.T, 2021) At the beginning of the fourth quarter of 2021, the city began to loosen epidemic prevention measures to restore production and business, tourism businesses also began to restart their operations but encountered many difficulties Threatens current survival and future post-pandemic resilience Most tourism businesses have to transform their business strategies in line with the global pandemic and new normal conditions, adjust their products and services, and restructure their organizational structure to be more streamlined However, when the tourist city begins to open to international visitors, the tourism businesses are facing the problem of shortage of human resources and workers in the industry have a crisis of motivation to work alone serious way The Covid-19 pandemic has caused human resources in direct business units, tour guides and workers in many ancillary fields such as providing travel services, restaurants, hotels, etc … to find their way to exist, no matter what job Like many other workers in the industry, since the outbreak of the COVID-19 epidemic, tour companies have canceled tours in bulk and they have almost cut all staff, causing tour guides to practice on their own due to being on long leave without salary or allowance Most of them have had to change jobs to make a living, including working as a motorbike taxi driver, as a delivery person, as an online seller, etc Those who are determined to "stick" to the job to the end will take advantage of their foreign language skills as translators, waiting for the future of the tourism industry to recover According to the General Statistics Office, in the first months of 2021, the labor market has not shown any positive signs with the number of employed people decreasing, the rate of unemployed people, underemployment, laborers working in the non-business sector officially increased The number of unemployed people of working age was more than 1.1 million people, an increase of 101.7 thousand people compared to the same period last year Ho Chi Minh City currently manages nearly 6,000 tour guides, experiencing many incidents such as natural disasters, epidemics but never before has a tour guide had to leave work for as long as 2020 The first quarter of 2022, Ho Chi Minh City has experienced Covid-19 epidemics, the picture of the tourism industry has not improved much As a result, the human resources of the tourism industry, especially the tour guide team, are still struggling, having to "dive" themselves to overcome the "tsunami" of Covid-19 Never has the motivation to work, the belief in the future career been so low and shaken as now Therefore, an important issue for travel and tourism businesses is how to attract and maintain human resources, and at the same time encourage and motivate employees to work for them, especially the orientation group guide Thus, it can be seen that tour guides play an important role in influencing the visitor experience and the success of the tourism organization (Mackenzie & Raymond, 2020) However, businesses have not really paid enough attention to this particular group of workers, most of them are still "treated" like ordinary workers Management policies, motivational policies with the nature of maintaining work motivation are the main emphasis on control aspects and passive aspects; The psychological aspect, the active aspect of work motivation has received little attention The topic of work motivation has been studied a lot both in the country and around the world, however, it still needs largescale studies to understand deeply, especially in the new competitive context Because of the above reasons, the author chooses the topic "Study on the working motivation of tour guides: The case of tour operators in Ho Chi Minh City" with the desire to propose some solutions help tour operators promote the work motivation of guides and contribute to making travel business more efficient OBJECTIVES AND RESEARCH TASKS OF THE THESIS Research objective: The thesis is conducted to propose solutions to promote work motivation for tour guides in travel businesses in Ho Chi Minh City Research tasks: - Systematize the theory of work motivation, including the concept and classification of work motivation of employees in the enterprise Presenting approaches to work motivation in organizational management theory (traditional and modern) Synthesize and analyze the main research directions related to the topic of Work motivation of employees and the results obtained from domestic and foreign studies that have been published in order to find theoretical gaps in the field of work work motivation studies - Present and analyze the characteristics of working motivation as well as the current situation of working motivation of tour guides in Ho Chi Minh City; Analysis of the causes of the problems and motivation of the tour guide Indicate the factors affecting the active work motivation of the tour guide and the degree of influence of each factor; Analyzing the difference in active work motivation and influencing factors between groups of instructors according to demographic characteristics; - Based on the results of the analysis of the current situation, the thesis proposes solutions to promote work motivation based on job characteristics, influencing factors and demographic differences between groups of instructors RESEARCH SUBJECTS, SCOPE AND CUSTOMERS Research object: The object of the thesis is "Working motivation" of tour guides in travel businesses Research scope: Spatial scope: The study was conducted at tour operators in Ho Chi Minh City Scope of time: Data and documents are collected and aggregated from 2016 to present The system of solutions is associated with the tourism and socio-economic development strategy of Ho Chi Minh City with a vision towards 2030 Scope of content: Work motivation has many approaches, but in this study, the guide's working motivation is approached as Proactive Motivation In terms of behavioral psychology, this is a specific type of motivation corresponding to the personality traits of tour guides, which can promote both cognitively and behaviorally in their work to help them achieve their goals achieve work (short-term) and career (long-term) goals In addition, the object of research in this thesis is a tour guide working for a travel business in Ho Chi Minh City, including two groups of guides, domestic and international Inbound & Outbound) based on the issued guide card This study did not include local guides and site speakers RESEARCH METHODOLOGY - Theoretical framework: The thesis is based on basic theories of work motivation, which are: Maslow's theory of needs, Herzberg's two-factor theory, these two theories provide the basis for the factors affecting motivation to work Working force with basic groups is the group of motivational factors and the group of motivating factors These factors belong to the system of needs to be satisfied by employees John Stacey Adams' equity theory and Vrooms' expectation theory determine the extent to which employees work to achieve desired outcomes (need satisfaction) Employees will be more motivated if they feel fairness in the implementation of incentive policies, and if they realize that if their efforts will the job, and will be rewarded, the employees will be more motivated If the reward received from the organization is right for their needs, the employees will be more motivated and vice versa Lock & Lamtham goal setting theory and organizational identity theory provide the basis for goal factors affecting work motivation A goal is simply defined as what the individual is actively doing and aspires to achieve Employees will work harder (more motivated) when there is a goal to strive for, the more challenging the goal, the stronger the motivation to achieve the goal Moreover, individual goals that are consistent with organizational goals will motivate individuals to work harder and stick with the organization Finally, self-determination theory (Ryan & Deci) and job trait model theory (Hackman and Oldham), these two theories provide the basis for the work motivation approach in terms of concept, content and the basis for proposing solutions to design jobs so that employees get the motivation to work from within them as well as create job satisfaction in general and create the best work efficiency - The framework of conceptual work motivation: The thesis approaches the content of work motivation as a multi-directional concept including intrinsic motivation and extrinsic motivation Due to the nature of the tour guide's highly active nature, the author of the thesis chooses a conceptual framework of active motivation, including intrinsic motivation and two concepts of external motivation (Parker et al., Bindl, & Strauss, 2010) - Analytical framework of the thesis: Based on the theoretical basis, context and approach, the author of the thesis chooses analysis according to the causal model In which, the main outcome variable is the "active motivation" of the tour guide The causal variables are factors affecting work motivation and are divided into groups, the first group belongs to the macro environment, the author chooses a representative factor "social professional organization to guide tourists" schedule", according to professional practice, legal regulations and development trends of outsourcing services have been affecting the work and working motivation of guides The second group that belongs to the organizational environment is businesses The factors that fall into this group are often the basic factors affecting employee motivation These policy elements are generally divided into financial and non-financial incentives of the business The third group belongs to the tour guide himself, the author of the thesis proposes the element "personal brand orientation" - Research method of the thesis: This study is done by deductive method That is, based on the summary of the background theory on work motivation, the research identifies the theoretical gap to be performed After that, the research combined with experimental data to prove the theoretical model built To achieve the research objectives, the thesis uses a combination of two qualitative and quantitative methods for analysis For the quantitative research method, which is mainly used by the author in this thesis through actual survey by questionnaire, the survey results are processed and analyzed to assess the appropriateness of the model with real-world data - The method of data collection: Secondary data: The thesis author collects published research works related to work motivation; tourism industry data from the Ho Chi Minh City Department of Tourism, some tourism statistics from the General Statistics Office and the Vietnam National Administration of Tourism; Primary data: Data was collected by direct interview with 565 tour guides in Ho Chi Minh City (including two subjects, domestic and international guides) - Sample size & sampling method: The main data analysis method used for this study is the analysis on the linear structural model SEM Regarding sample size, according to Bolen (1989), the ratio needed to design a sample size is 5, i.e a minimum of to 10 observations on one measure (5:1 or 10:1 ratio) This study chose stratified random sampling method, to ensure the representativeness of the sample for the population Based on the research objectives, the author builds a stratification structure by type of tour guide card, gender, form of working with tour operators and by language of tour guide registration The thesis has collected a total of 565 observations for analysis - Data analysis methods: After collected data are cleaned, coded, processed and analyzed using SPSS 18.0 and AMOS 24 software The scales are evaluated for Cronbach's alpha coefficient and EFA exploratory factor analysis to consider the level of data reliability, distinctiveness These scales are included in the affirmative factor analysis to assess the degree of convergence of research concepts Next, theoretical model by SEM linear structural model, through AMOS 24 software In addition to evaluate the level of difference between sample groups according to demographic factors, the author uses test technique mean value and multigroup analysis to achieve the research objective NEW CONTRIBUTIONS ON SCIENCE AND PRACTICE OF THE THESIS - About theory: Firstly, the thesis affirms that the work motivation model is a multidimensional concept that reflects the voluntary desire of the instructor actively in the work Regarding motivational solutions, the thesis has pointed out and proved that three new factors, namely "Social-Professional Organization", "Employer Brand" and "Personal Brand Orientation" have a strong impact to the working motivation of tour guides in travel businesses Secondly, the thesis has built a working motivation scale system and influencing factors to ensure reliability and specificity for the tour guide profession in Ho Chi Minh City This study adds a reference in the study of the motivation to work for an object, a very specific profession, that is a tour guide - About practical application: Firstly, the thesis has described the current situation of the picture of the working motivation of tour guides in Ho Chi Minh City In addition, the thesis also points out that there are certain differences between groups of instructors (gender, card type, employment form) in terms of working motivation and influencing factors Second, through testing the research model, the thesis has proposed motivational solutions for tour guides, suggesting incentive policies for travel businesses THESIS CONCLUSION Chapter Research overview on work motivation of tour guides; Chapter Theoretical basis and research model on working motivation of tour guides; Chapter Actual situation of working motivation of tour guides in Ho Chi Minh City; Chapter Solutions to work motivation for tour guides in Ho Chi Minh City travel businesses CHAPTER RESEARCH OVERVIEW OF TRAVEL GUIDE'S WORKING MOTIVATION 1.1 Overview of the work motivation approach in organizational management theories Motivation is the psychological states of people that drive human behavior Work motivation must be associated with a specific job and be formed, maintained and promoted in a specific organizational environment (Ulrich, 1996) Each organization with different management perspectives will have different approaches to the role of human factors, employee motivation as well as motivational measures also have corresponding characteristics In this section, the author presents an overview of employees' work motivation mentioned in organizational management theories Specifically, the theory of organizational management is divided into two major schools, namely Classical and Modern, with views on people in organizations and the role of human factors in management, ways and measures to influence the work motivation of employees Work Motivation in the classical management theory: Classical management theories focus on the productivity of work and organizations as a system of production The role of man in this system is only a small part of the great machine, or in other words, a mere tool of production Therefore, the production results are effective, but not permanent, because people get tired, get bored and quit their jobs (Motarjemi & Lelieveld, 2014; Truong Tien Chi, 2001) Two typical theories are scientific management theory and administrative management theory Scientific management theory was born along with the 2nd industrial revolution, moving production from families to factories, the scale and complexity of production activities increased, but management activities mainly focused on production Focus on manufacturing techniques Managers at this time only focused on studying the relationship between individuals, workers and machines in order to improve productivity, efficiency and reduce waste Although "human" is only one element of the production process, initially the theories were concerned with the human factor in the management process and initially mentioned measures to motivate employees However, the concept of "work motivation" in scientific management is still fuzzy The school of administrative management develops general management principles for an entire organization The founders of this theory emphasized labor specialization, networks of command, and power Typical authors of this school include Henry Fayol in France and Max Weber in Germany (Motarjemi & Lelieveld, 2014; Truong Tien Chi, 2001) Working dynamics in modern management theory: Modern management theory is more concerned with people Modern management theories can be divided into two main approaches as (i) the economic opinion and (ii) the psychosocial opinion The opinion of economics: these are quantitative management theories The characteristics of these theories are the effective application of statistics and the development of econometric models with the help of electronic computers to the decisionmaking process This school is based on the assumption that all problems can be solved by mathematical models, and the main focus is on decision making The solution is found through quantitative analysis techniques that show how managers can proceed The choice is based on economic criteria, action measures are selected based on measurable criteria such as costs, revenue, rate of return on investment and tax impacts, etc Managers use mathematical models to find optimal solutions Behavioral psychology opinion: These are management perspectives that emphasize the role of psychological, emotional, and social factors in people's work (Gavetti, Greve, Levinthal, & Ocasio, 2012; Ulrich, 1996) This theory argues that the effectiveness of management is determined by labor productivity, but labor productivity is not only determined by material factors but also by the satisfaction of human psychosocial needs Gavetti et al., 2012) From that perception, management psychology theorists believe that managers should change the concept of employees They are not passive people, like to be commanded, like to be assigned specific tasks On the contrary, they will work better, be more productive, promote more initiative, if they are treated like mature people, taking the initiative in their work 1.2 Overview of theoretical schools of work motivation Work motivation is a popular area of study in management science and psychology (including academic psychology and occupational psychology) Theories of motivation are very diverse and essentially try to explain the nature of motivation, helping to explain the behavior of some people at certain times (Dinibutun, 2012) There are two main groups of theories: content theories and process theories health of tourists as well as satisfaction and satisfaction when staying for them during their visits There have been many studies on tour guides and mentioned the working motivation of tour guides: Reviewing a number of studies related to tour guides and the topic of work motivation of tour guides, we can see that the aspects affecting work motivation are very rich such as the form of work, type of business, remuneration, training, the main competencies and requirements for the job as well as the psychological and mental health issues of the guide In the studies, the motivational content of the guides has not been clarified In addition, the rich context by country and region also shows that national and organizational culture factors affect the work motivation of guides differently across countries and regions CHAPTER CHAPTER THEORETICAL AND PRACTICAL BASIS ON THE WORK MOTIVATION OF TOUR GUIDE 2.1 Theoretical basis and research model 2.1.1 Work motivation concept There are many concepts of work motivation, about over 140 different definitions (Kanfer, Chen, & Pritchard, 2008) but in terms of the nature (content) of work motivation, published studies are unanimous Most assert that "work motivation is the reason and cause of employees' work behaviors" (Tramblay et al., 2009) and is a latent concept that cannot be directly observed and measurable Work motivation has the following characteristics: The dynamics of change within individuals and across situations are therefore not directly observable and must be inferred from the workers themselves or the premise and consequences of the situation - Motivation associated with the job, the organization and the working environment, there is no general motivation that is not associated with any specific job - Work motivation is expressed through the specific work that each employee is undertaking and their attitude towards the organization - Motivation is not a personality trait It can change frequently depending on the objective factors in the work or the employee's subjective In summary, conceptually, both domestic and foreign studies agree that work motivation belongs to one of the psychological factors of employees, motivating them to perform work and agreeing with common goals of the enterprise In this study, the author also agrees with the connotations of the above definitions of work motivation, especially Porter's (2003) and the tour guide's motivation, which is approached from an active perspective Accordingly, "work motivation is the desire and voluntariness of employees 11 to achieve career goals, increase activeness at work and maintain it for a long time" (Porter et al events, 2003) For tour guides, work motivation emphasizes the proactive and internalized aspect of motivation, this is the type of motivation that motivates guides to work hard and persistently to pursue career goals in a long and sustainable way with component concepts as intrinsic motivation, goal motivation and integrated motivation: Identity motivation This is a type of extrinsic motivation with a high degree of internalization This motivation occurs when the instructors themselves appreciate the work behaviors they are performing and the goals they strive for They really feel it is important and choose to it voluntarily Integrated motivation This is the type of extrinsic motivation that has the highest degree of internalization In this type of motivation, the guide performs the behavior because it is completely consistent with themselves, in accordance with the ability and forte, and in accordance with the long-term career orientation of the guide Internal motivation Intrinsic motivation (intrinsic motivation) in this study is the state that guides perform behaviors and tasks out of interest and passion for the job, not for any other reason The motivation to work here comes from within the guide, which is the strongest motivation for the guide to make efforts, persevere, and strive for his or her career goals in the long run The thesis approaches work motivation from a proactive perspective with three conceptual components (intrinsic motivation & extrinsic motivation including goal motivation and integrated motivation) above instead of all groups of motivation work (internal, external and passive) with all component concepts Thus, although all three groups of motivational factors contribute to the creation of work behavior according to self-determination theory, only in internal motivation and two types of extrinsic motivation (goal-adjusted and objective-adjusted) Consolidated Adjustment) are active types of dynamics 2.1.2 Model and scale of work motivation of tour guides The activity model selected as the foundation of this study is the Proactice Motivation model with three components: motivational content, goals and maximum effectiveness (Parker et al associates, 2010) The active working force scale is inherited and corrected from the original scale with 12 variable observations of Marylène Gagné et al (2010) The active strength scale on is designed in the form of a 5-level Likert scale to assess the motivational performance of the instructors in Ho Chi Minh City, survey information conducted by questionnaires and techniques system management description description Before being put to use the research formula, the author evaluated the reliability of the scale through preliminary testing (scale n = 100) and the results of the parchment for the measurement to pass value about Trusted Trusted, all numbers meet the required stats 12 2.1.3 Motivational factors for tour guides This study approaches motivational factors to work for tour guides based on several motivational theories including goal setting theory, two factor theory, expectation theory and theory of motivation organization identity Socio-professional organizations: Socio-professional organizations in tourism are established and operate under the provisions of the law on associations under the Law on Tourism Professional social organization is an effective support channel for the development of each industry in providing information about the market, prices, and advice so that businesses can operate in the best way The professional social organization is also the legal representative organization in terms of interests, helping members to resolve disputes arising in the working process Professional organizations and associations have a certain role in the work of guides, helping them to increase employment opportunities, represent and protect their interests, and support and develop their work capacity for guides and thus social organizations, professional associations have a great impact on the work motivation of guides The measuring scale of the concept of "Social-Professional Organization" is self-built by the author based on the content of regulations on the functions and tasks of the CSOs in tourism (Article 7, Viet Nam Tourism Law) and information on tourism through expert interviews and group interviews in qualitative research This scale is a unidirectional scale with observed variables Employer branding of travel businesses: Employer brand is the attractiveness of a business brand as an employer to existing employees and potential candidates (Knox & Freeman, 2006) When choosing a workplace in an organization, the employer brand image is the first factor to attract potential candidates, contributing to attracting high-quality human resources, and at the same time with current employees; the attractiveness of the employer brand, if strengthened and maintained, will contribute to increased satisfaction and increase the employee's level of attachment to the organization The employer brand scale in this study is approached in terms of internal marketing, that is, assessing the attractiveness of the enterprise's brand image from the perception of the organization's internal employees with The only role is the recruiter The thesis has designed and adjusted from the original scale of Knox & Freeman (2006) Leverage system for motivation: To improve the motivation of employees to work, most businesses use a stimulating leverage system including financial and non-financial compensation systems to develop policies (Nguyen & Nguyen, 2004; Ulrich, 1996) Financial incentives here are material factors that are directly or indirectly converted from the financial costs of the enterprise in order to improve the employee's activeness 13 Financial compensation can be understood as: basic remuneration (base salary, allowances), financial incentives, allowances, full mandatory benefits, generous and appropriate voluntary benefits suitable, adequate and favorable working conditions, these are the factors that people need to have and use it to satisfy their basic needs Therefore, material factors are used as a lever to stimulate the active work of employees Non-financial factors are understood as the intangible benefits that employees receive from the organization they work for, these benefits are not converted into finance, but enterprises are required to build a way long-term, based on the higher-order values and needs of employees Some non-financial factors can have a strong impact on work motivation such as organizational culture (Nguyen Thi Phuong Dung, 2016), recognition, promotion opportunities (Kovach, 1987) The scale used in the thesis to measure two groups of financial and non-financial factors is synthesized and adjusted from the original scale of Nguyen Thi Phuong Dung (2016) and qualitative research results Job characteristics: Job characteristics is a concept that refers to the unique characteristics of a job or profession This is why an individual chooses, strives, and sticks throughout his or her career, not for any other reason, such as benefits, rewards, or fear of punishment Job characteristics are an abstract concept that has the impact of promoting work motivation and creating employee satisfaction (Kovach, 1987), (Björklund et al., 2013; Herzberg, 2017; Hoang Thi Hong Loc, 2014; Knox & Freeman, 2006; Lee & Kulviwat, 2008; Nguyen Thi Phuong Dung, 2016; Nguyen Thuy Dung, 2016; Nguyen Van Luat, 2013; Sansone & Harackiewicz, 1996; Vu Thi Uyen, 2008) The "job characteristics" scale is synthesized and adjusted by the author based on the original scale of Hackman & Oldham (1976) which has been calibrated in qualitative research, this scale includes observations Personal brand orientation: With the concept of "Personal Brand orientation", combining the above component concepts, the thesis proposes the concept of personal brand orientation as follows: "Personal brand orientation is a way approach from the inside, towards the identification of an individual's identity, outward expression and building a private brand as a strategy to compete in that individual's field of work A personal brand orientation defines and guides an individual's behaviour, emphasizing and emphasizing the identification of identities that distinguish the individual from others, external expression and actions specific brand The personal brand orientation scale in this study is built based on the original scale of Kucharska & Mikołajczak (2018) including observed variables 14 2.1.4 Research model and hypothesis Figure 2.1 Research model of the thesis (Source: Thesis author) The research hypotheses include: H1 Professional social organizations have a positive impact on the active work motivation of tour guides H2 Employer brand has a positive impact on the proactive work motivation of tour guides H3 Financial incentives have a positive effect on the active work motivation of tour guides H4 Non-financial incentives have a positive effect on the active work motivation of tour guides H5 Job characteristics of tour guides have a positive impact on the active work motivation of tour guides H6 Personal brand orientation has a positive impact on the active work motivation of tour guides 2.2 The context of implementing tour guides in travel businesses in Ho Chi Minh City 2.2.1 A little about tour guides and the role of guides for travel businesses The profession of tour guide has the peculiarity that the production and consumption of tourist products take place at the same time Travel businesses are a special type of business in which the use of labor resources is the main thing Therefore, the importance of attracting good workers and organizing reasonable labor plays a decisive role in the management and operation of travel businesses Human resources in the tourism industry include all human resources directly and indirectly involved in the process of serving tourists (Nguyen Van Manh, 2009) In which direct human resources are those who directly serve tourists (for example, tour guides, tourism marketing, tour operators, ) Indirect workers are those who not directly serve 15 tourists but perform management and support tasks for direct workers (for example, management, administration, ) Guides play an important role in the travel and tourism business process to bring satisfaction to tourists visiting a country or region The opportunity to interact directly with tourists makes them all more responsible for giving an accurate picture of the country/region, giving accurate information about the destination, ensuring safety and health of tourists as well as satisfaction and satisfaction when staying for them during their visits 2.2.2 Some new provisions of the Law on tour operators and guides The travel service industry is a specific field that is strictly regulated in the tourism law and has many new regulations compared to the past The management of the tour guide's practice also has many very strict regulations demanded from travel companies and human resource providers CHAPTER THE CURRENT STATUS OF WORKING MOTIVATION OF TRAVEL GUIDE IN HOLIDAY ENTERPRISE IN HO CHI MINH CITY 3.1 Overview of tour operators and tour guides in Ho Chi Minh City Ho Chi Minh City is located in the transition zone between the Southeast and the Southwest region, the city has a favorable geographical position for tourism development, especially travel tourism Regarding the market of international tourists to Ho Chi Minh City, according to the General Statistics Office, the growth rate of international tourists in Ho Chi Minh City is higher than the growth rate of Vietnam in which the main markets are: including Japan, United States, China, Korea, Malaysia, Australia, Taiwan, Singapore, Russia, France In terms of average length of stay and expenditure of tourists, statistics show that tourists tend to decrease length of stay but increase in terms of spending If in 2017 the average length of stay of an international visitor was 5.21 days, the average spending per day was 3.3 million VND (145 USD), then by 2019 the length of stay will be reduced to 51 days, but average spending increased to 3.89 million VND/day ($168) Domestic tourists also have a similar trend Ho Chi Minh City is located in the transition zone between the Southeast and the Southwest region, the city has a favorable geographical position for tourism development, especially travel tourism Regarding the market of international tourists to Ho Chi Minh City, according to the General Statistics Office, the growth rate of international tourists in Ho Chi Minh City is higher than the growth rate of Vietnam in which the main markets are: including Japan, United States, China, Korea, Malaysia, Australia, Taiwan, Singapore, Russia, France In terms of average length of stay and expenditure of tourists, statistics show that tourists tend to decrease length of stay but increase in terms of spending If in 2017 the average length of stay of an international visitor was 5.21 days, the average spending per day was 3.3 million VND (145 USD), then by 2019 the length of stay will be 16 reduced to 51 days, but average spending increased to 3.89 million VND/day ($168) Domestic tourists also have a similar trend About the force of tour guides in the city Currently, the Ho Chi Minh City Department of Tourism manages guides on the basis of licensing practice cards, cards are valid for years (before 2017 is valid for years) after this period the guide must register to reissue the card As of the end of 2020, Ho Chi Minh City manages 5,597 guides, this number has steadily increased over the years in which the proportion of international guides is usually slightly higher than that of domestic guides (the percentage of tour guides is slightly higher than that of domestic guides) International guides ranged from 50% to nearly 62%) If disaggregated by gender, the majority of guides are male (approximately 70%), of which the proportion of domestic guides is more female than that of international guides Gender structure also fluctuated a lot during the pandemic, especially after the pandemic, the proportion of female international guides dropped to 18% In terms of practice registration language of international guides, English is used mainly for practice (accounting for a very high rate of over 38.22%), followed by Chinese and French (approximately and per cent), there are a lot of rare languages for almost many years without a guide 3.2 Current status of working motivation of tour guides in Ho Chi Minh City Thống kê mô tả mẫu khảo sát: According to the results of the above data synthesis, the number of survey samples n = 565 corresponding to the set criteria (stratified sample) is relatively satisfactory Specifically, the proportions of men and women are approximately the same In terms of qualifications, the instructors have university degrees (41,2%) and college and intermediate degrees (24% and 15%); Regarding age group, about 60% of respondents are under 40 years old; In terms of seniority, the percentage of instructors from to years accounts for the largest proportion (46,4%), followed by the seniority group from to years (29%); Regarding the form of employment with tour operators 26.9% of guides are organic in travel businesses, nearly 20% are semi-organic guides, the rest are mostly freelance guides (53,3%); Regarding the language of practice registration, domestic guides use Vietnamese (47,6%), international guides use English language 36,5%, while other languages only account for 15,9%; Regarding the average daily income, the guideline level is less than 300 thousand dong, the rate is 21,4%, level is from 300 to 500 thousand, accounting for the most 43,4%, level is from 500 to million, accounting for The second highest rate is 31,5% and the lowest rate is – over million VND/day only accounts for 3,7% Survey results of tour guides: Based on Maslow's hierarchy of needs theory, Kovach's system of 10 motivational factors (1987) and through qualitative research, the thesis author selects 11 needs to survey about the importance of each of these needs for a tourist guide: 17 The survey results show that the most important need for a tour guide is "Interesting job", which also reflects the specificity of the tour guide profession, which is an "interesting job" position because it has the characteristics that have the ability to motivate the employee to that job enthusiastically, strive to accomplish the goal and maintain that capacity for a long time, in simple words, make the employee "love the job", "passion the job" The next important level is the need for “Jobs that match your abilities and forte” The next two important needs are "Have autonomy in work" & "Have the opportunity to learn and improve", the autonomy aspect in work often appears and is emphasized in demanding jobs a lot of creativity and initiative, deep professional work requires many skills and independence and self-management in work The last element in the top five most important needs is “stable work” The five less important needs are “High and attractive income”, “Flexible working schedule”, “Good working conditions”, “Ensure benefits and regimes according to regulations”, respectively “Opportunity for promotion”, “Good co-worker relationship” In terms of gender, there are certain differences between male and female guides Specifically, men emphasize autonomy in work and opportunities for learning and promotion, while female guides focus more on being able to the job they love but are suitable for their ability and at the same time they are interested in them great for job stability However, the most important or least important needs represent a unity between men and women In terms of card type, there is agreement between domestic and international guides in the four most important needs: “Interesting job”, “Opportunity to study to improve qualifications”, “The job is suitable for the ability and forte”, “Have autonomy in work”, but the 5th most important need for domestic guides is the factor “High income, attractive” while for international guides they are more concerned with “working conditions” If looking at the form of employment between guides and tour operators, the survey results also show a certain difference in the order of importance of the demand system between organic guides and self-guided guides Travel businesses use both groups of guides, but the organic rate is often low Survey results on working motivation of tour guides in Ho Chi Minh City: According to the assessment results of the tour guide's work motivation, the average value of the component concepts of autonomous work motivation reached the scores from 3.16 to 3.22 in which the target motivation has highest mean value, lowest intrinsic motivation These values are all in the average reference range (2.61 to 3.4), which shows that the motivation to work in all three aspects is at an average level In other words, the current active motivation has not been awakened, the current motivational measures have not really taken effect on the self-directed motivation of the guides 18 3.3 Actual situation of factors affecting working motivation of tour guides in Ho Chi Minh City In order to show the factors affecting the work motivation of the tour guide, the thesis uses the method of simultaneous testing by the linear structure model (SEM) The test results will describe how well the model fits the actual data The results of the test of the scale show that all scales ensure the reliability of cronbach's alpha > 0.7 and the load coefficient is greater than 0,3 so they are statistically significant The EFA factor analysis results showed that the coefficients KMO = 0,933 > 0,5 and Sig = 0,000 < 0,05; Scales with components are extracted with a total variance extracted of 73,379%, greater than 60% with the load weights of all factors greater than 0,5 so it is possible The conclusion of the scale explains well the research concepts Next, the scales are included in the affirmative factor analysis to assess the convergence of the component concepts of each factor, the degree of correlation between the concepts CFA results, specific statistics Chi-Square = 969,386 (P-value = 0.000) Chisquare/df = 1,219 0,9 and RMSEA=0.020 < 0,08 so all parameters show that research data is consistent with market Finally, evaluate the fit of the model with the actual data The results of testing the SEM linear structural model with statistical parameters are very good Specifically: Chi-square = 969,386, CMIN/df = 1.219 < 2, TLI = 0,988 > 0,95; GFI = 0,927; CFI = 0,989 > 0,95 and RMSEA = 0,020 < 0,05 This result shows that the theoretical model achieves high compatibility with market data Figure 3.1 Structural model analysis results for the critical model Source: SEM data processing results 19 From the above SEM results, we have the results of testing the research hypotheses as follows: At the 5% level of significance (95% confidence level), the hypothesis testing results show that all hypotheses have P-values values are < 0,05 it can be concluded that the hypotheses are accepted Among these factors, personal brand orientation and job characteristics are the two factors that have the strongest impact on the tour guide's active work motivation (estimated coefficients are 0,274 and 0,231 respectively); The lowest factor is still the “financial compensation” factor with an estimated coefficient of 0,098 To confirm the reliability of the estimated coefficients, the author conducted Bootstrap test for the research model with the number of repeated samples N = 1000 times, also giving similar results Table 3.19 Hypothesis test results (Bootrap 1000) Hypothesis Relationship Estimates SE CR P-value Label Conclusion H1 SOJ WM 0,107 0,042 2,544 0,011 0,107 Accept H2 EB WM 0,112 0,048 2,355 0,019 0,112 Accept H3 TC WM 0,098 0,043 2,249 0,024 0,098 Accept H4 PTC WM 0,165 0,047 3,509 *** 0,165 Accept H5 JD WM 0,231 0,038 6,076 *** 0,231 Accept H6 PBO WM 0,274 0,050 5,444 *** 0,274 Accept Source: Data processing results (Appendix 7) Results of testing the difference in work motivation and factors affecting work motivation between groups of instructors: To examine whether or not there is a difference in working motivation between groups of instructors according to some demographic factors (including gender, card type, employment form), the thesis uses the technique test the mean value of Inependent Sample T-Test on working motivation among groups of instructors We have the following hypotheses: According to the test results of the difference in mean, all measurement concepts in the test of variance have Sig values >0,05 means there is no difference in variance, so use this result as a basis for considering the difference in mean According to the above table, most of the time, there is no difference in mean value of work motivation in the components between the comparison groups, except for intrinsic motivation in gender and two types of intrinsic motivation, goal motivation spend in card type Specifically: Regarding gender, there is a difference in intrinsic motivation mean between men and women Specifically, the work motivation of female guides is higher than that of men in all observed variables of intrinsic motivation Regarding the card type, there is a difference between domestic and international tour guides in terms of intrinsic motivation and target motivation Of the internal and target motivations of domestic guides was higher than that of international guides in all observed variables For the rest, for other types of dynamics there is no difference in mean 20 Next, the author conducts a multigroup analysis to help examine the differences of the SEM model between the different characteristics of the demographic variable Specifically: - Kết kiểm định khác biệt theo giới tính: Yếu tố Tổ chức xã hội nghề nghiệp không tác động đến động lực làm việc nam hướng dẫn viên nam Yếu tố Thương hiệu nhà tuyển dụng Đãi ngộ tài khơng tác động đến động lực làm việc hướng dẫn viên nữ - Kết kiểm định khác biệt theo loại thẻ hướng dẫn viên: Nếu phân theo loại thẻ đăng ký hành nghề có nhóm hướng dẫn viên nội địa quốc tế Tổ chức xã hội nghề nghiệp không tác động đến động lực làm việc hướng dẫn viên quốc tế Thương hiệu nhà tuyển dụng Đãi ngộ tài khơng tác động đến động lực làm việc hướng dẫn viên nội địa Các giả thuyết lại có giá trị P value < 5% nên chấp nhận giả thuyết - Kết kiểm định khác biệt theo hình thức việc làm: có yếu tố Tổ chức xã hội nghề nghiệp, thương hiệu nhà tuyển dụng, đặc điểm công việc định hướng thương hiệu cá nhân tác động đến động lực làm việc hướng dẫn viên tự Trong mạnh tác động yếu tố “định hướng thương hiệu cá nhân” Yếu tố Đãi ngộ tài phi tài doanh nghiệp khơng tác động đến động lực làm việc chủ động hướng dẫn viên tự Còn hướng dẫn viên hữu, yếu tố “tổ chức xã hội nghề nghiệp” “Đãi ngộ tài chính” khơng tác động đến động lực làm việc hướng dẫn viên hữu Động lực họ bị tác động bới Thương hiệu nhà tuyển dụng, đại ngộ phi tài chính, đặc điểm cơng việc mạnh định hướng thương hiệu cá nhân - Results of testing the difference by gender: The “social professional organization factor does not affect the work motivation of male tour guides “Employer Branding” factor and “Financial Compensation” factor did not affect the motivation of female guides - Results of testing the difference by type of tour guide card: If classified by type of practice registration card, there are groups of tour guides, domestic and international “Social professional organizations” did not affect the motivation of international guides “Employer branding” and “Financial Compensation” did not affect the motivation of local guides The remaining hypotheses all have P value < 5% so the hypothesis is accepted - The results of testing the difference according to the form of employment: there are factors which are social professional organization, employer brand, job characteristics and personal brand orientation that affect work motivation of freelance guides The strongest of which is the impact of the "personal brand orientation" factor The company's financial and non-financial compensation factors did not affect the freelance guide's motivation to work proactively As for the organic tour guide, the factors "professional social organization" and "financial compensation" not affect the working motivation of the organic guide Their motivation is only affected by Employer Brand, 21 non-financial enlightenment, job characteristics and the strongest is still personal brand orientation 3.4 Discussing research results The thesis has achieved important results: Regarding work motivation, secondary data and survey results show that the active work motivation of the guides is not high, currently all aspects of motivation are at an average level, of which the lowest is motivation intrinsic motivation, then target motivation, and finally integrated motivation This metric presents a bleak picture of guides' attitudes and feelings towards their profession and future The low level of motivation has many causes, possibly because travel businesses have not exploited the proactive aspect of motivation, or because the current situation of production and business in the industry is unstable due to the epidemic, Guidance work is seasonally dependent and also highly sensitive to industry risks Regarding the difference in active work motivation, the research results show that the intrinsic motivation of female instructors is higher than that of male guides In addition, the intrinsic motivation, target motivation of domestic guides is currently higher than that of international guides This result can be explained by the impact of the epidemic causing businesses to change their products and business models to focus on domestic tourism, this group of guides is larger and the job opportunities are somewhat limited more favorable than international guides Due to the requirements of the epidemic prevention process, the number of international visitors entering Ho Chi Minh City has decreased, so international guides not have many opportunities to promote their specific foreign language strengths in their profession, compete with other international tourists It is also more difficult for domestic guides because the content of preparation instructions for international visitors will not be as profound and attractive as for domestic tourists Maybe partly because of these reasons, it affects the work motivation of the guides Regarding the influencing factors, the research results show that the research model fits well with market data The work motivation of tour guides is affected by many factors and there are also differences in influencing factors between groups of guides CHAPTER SOLUTIONS TO WORK MOTIVATION FOR TRAVEL GUIDE IN HOLIDAY ENTERPRISE IN HO CHI MINH CITY 4.1 Development orientation of the tourism industry in Ho Chi Minh City in the period of 2021 - 2030 Ho Chi Minh City is a locality with great potential for tourism development (Tran Hoang Nam, 2020 Online Industry and Trade Journal) Ho Chi Minh City has given a strategic orientation to develop the city's tourism industry in line with the trend of international economic integration very exciting in the region 22 4.2 Solutions to motivate tour guides in Ho Chi Minh City until 2030 Based on the results of the situation analysis, the author proposes necessary solutions to help travel businesses develop motivational policies for guides: - Strengthening the role of tourism professional organizations in Ho Chi Minh City - Improve the attractiveness of the employer brand of the travel agency - Completing the remuneration system at the travel agency - Completing the job redesign for the tour guide - Strengthen the orientation of professional branding for tour guides - Develop incentive policies based on gender differences - Develop incentive policies based on the type of tour guide - Develop incentive policies based on differences in employment forms CONCLUSION Thesis topic "Work motivation of tour guides: the case study of travel agency in Ho Chi Minh city" with the aim of proposing solutions to maintain and promote work motivation for tour guides tour guides in travel businesses in Ho Chi Minh City on the basis of specific analysis and current status of their working motivation The theoretical model is built on the basis of a group of theories of work motivation and a group of theories of labor motivation in the organization, self-determination theory and organizational identity theory The approach to work motivation is based on the psychology of worker behavior To achieve the research objectives, the thesis has used a combination of both qualitative and quantitative research in the implementation process Qualitative research is carried out with two phases (initially to explore research concepts and scales, and finally to interpret results and propose managerial implications), quantitative research with sampling method Randomly, stratified (nformal = 565 observations) to test theoretical models and research hypotheses The analytical tools used are SPSS and AMOS with techniques such as Cronbach's alpha, EFA, CFA, Mean Value Test, Linear Structural Model Test - SEM, and multigroup structural analysis techniques (Multigroup Analysis) to assess differences between groups of guides The research results show the significance and relevance of the theoretical model, according to which the factors affecting the work motivation of the tour guide include (1) Professional and social organization, (2) Employer brand, (3) Financial compensation, (4) Non-financial compensation, (5) Job characteristics and (6) Personal brand orientation In which, "personal brand orientation" and "job characteristics" are the two factors that have the strongest impact on the work motivation of tour guides respectively The thesis achieves certain results, but besides that, certain limitations exist: 23 Firstly, the study carried out stratified sampling with a sample size of only about 10% (n = 565), so it is not really large enough to evaluate the overall assessment of nearly 6000 guides in Ho Chi Minh City, so universality is the first limitation of the thesis Secondly, the study was conducted on the target group of tour guides in general and limited to Ho Chi Minh City, but in this group there are many specific subjects such as domestic guides, inbound guides, outbound guides, on-site guides, etc In addition, each tour guide also specializes in a type of travel product such as type of visitor, type of language, type of target market, etc Therefore, it is necessary to have separate studies for each object in order to provide more realistic policies for specific employers Third, the study was conducted in the context that Ho Chi Minh City's tourism suffered from the shock of the Covid-19 epidemic, which led to a stagnation in the entire city-wide tourism industry during the data survey Travel businesses stopped operating for more than a year (from the 2019 New Year tourism season to the present) Social distancing leads to no international tourism, until the easing of economic activities (April 2020 to present), only domestic tourism activities, until July, August, encounter again The second Covid-19 outbreak so far is the 4th outbreak with unimaginable consequences, the tour guide's work during the survey was delayed and affected (especially the outbound and inbound groups) therefore, more or less the evaluations and surveys of the guides are influenced by their pessimistic mood Finally, the aspect of "employer brand", the thesis only approaches one direction from the internal perspective of the tour guide - the other two aspects are from the staff's assessment of the market's perception of employer and external candidate brand for this brand Therefore, further studies should comprehensively evaluate all these aspects to have the most comprehensive view of employer brand value From the above limitations, the author proposes a number of further research directions as follows: Firstly, the sample size should be enlarged in order to increase the representativeness of the population Secondly, it is necessary to study the working motivation for each specific type of guide and in different locations or study on a large scale such as regional or national level to have a specific view of each type of guide different and broader in the industry Third, the aspect of "employer brand", the thesis only approaches one direction from the internal perspective of the guide - this is one of the three approaches to this research concept Further studies can exploit the remaining aspects or study these aspects simultaneously to get the most general view of employer brand value Finally, further studies should approach the new research topic of the tour guide's "personal brand" in order to develop a very interesting and unique profession in the field of tourism Although there are certain limitations, the thesis has made some contributions in terms of theory and practice, contributing to enriching research works on work motivation 24 LIST OF WORKS OF THE AUTHOR TO DISCLOSURE RELATED TO THESIS THEME Nguyen, T T., & Hoang, T T (2021) The Relationship Between the Employer’s Brand and The Labour’s Proactive Motivation: In Case of the Tourism Companies in Ho Chi Minh City International Journal of Applied Science and Research, 4(1), 82 - 84 Nguyen, T T (2020) Model and sacle of work motivation of the Tour-guide: Case study in Ho Chi Minh city Tạp chí Cơng Thương, Vol 23, 261 - 267 Nguyen, T T (2020) The Impact of the Employers’ Brand on Personal brand orientation The International Journal of Advance in Scientific Research and Engineering, 6(09), 101 – 103 doi:http://doi.org/10.31695/IJASRE.2020.33891 Thúy, N T (2018) CMCN 4.0 - hội thách thức nguồn nhân lực doanh nghiệp lữ hành thành phố Hồ Chí Minh Kỷ yếu HTKH cấp quốc gia “Cách mạng công nghiệp lần thứ tư: hội-thách thức ứng phó doanh nghiệp quản lý kinh tế Phân tích từ thị trường lao động”, Bình Thuận, Việt Nam Thúy, N T (2018) Nguồn nhân lực - chìa khóa cao lực cạnh tranh cấp tỉnh lĩnh vực du lịch - Một số kinh nghiệm Thành phố HCM Kỷ yếu hội thảo khoa học cấp tỉnh “Thu hút đầu tư phát triển du lịch tỉnh Hịa Bình: Thực trạng giải pháp”, Hịa Bình, Việt Nam Thúy, N T (2019) Quản trị bền vững nguồn nhân lực du lịch doanh nghiệp lữ hành thành phố Hồ Chí Minh Kỷ yếu Hội thảo khoa học quốc tế “The Sustainable Development of Tourism products and Human Resources”, Thành phố Đà Lạt, Lâm Đồng ... tài doanh nghiệp không tác động đến động lực làm việc chủ động hướng dẫn viên tự Còn hướng dẫn viên hữu, yếu tố “tổ chức xã hội nghề nghiệp? ?? “Đãi ngộ tài chính” khơng tác động đến động lực làm việc. .. chức xã hội nghề nghiệp không tác động đến động lực làm việc nam hướng dẫn viên nam Yếu tố Thương hiệu nhà tuyển dụng Đãi ngộ tài khơng tác động đến động lực làm việc hướng dẫn viên nữ - Kết kiểm... vững nguồn nhân lực du lịch doanh nghiệp lữ hành thành phố Hồ Chí Minh Kỷ yếu Hội thảo khoa học quốc tế “The Sustainable Development of Tourism products and Human Resources”, Thành phố Đà Lạt, Lâm