Evaluation of the Job Performance of the Tour Guide

Notably, since fully opening on March 15, 2022, this search index of Vietnam has continuously maintained the highest growth rate in the world, showing a very strong recovery speed of the country's tourism industry (Phuong Loan, 2023) [15]. The main objective of this study was to identify, evaluate, and measure the attributes of the job performance of the tour guide in tourism firms in Hanoi and neighboring provinces through qualitative and quantitative research methods. The study was based on a field survey using a semi-structured questionnaire on a sample of 300 tour guides who worked for tourism firms, but there were only 205 valid surveys included in the analysis. The period was from December 2022 to May 2023. By using statistical analytical tools, i.e., descriptive statistics, ANOVA analysis, and an independent t-test, the study has identified and measured four attributes of the job performance of the tour guide in tourism firms in Hanoi and neighboring provinces. There is not, statistically, a significant difference in the level of job performance of the tour guide in tourism firms in Hanoi and neighboring provinces of these different marital statuses and ages. Based on the findings, some recommendations are given for tour guides and tourism firms to improve the job performance of the tour guides and the quality of their human resources.