Human Resource Management of Tour Guides: Challenges and Strategies for Improving Service Quality

This study aims to identify the challenges faced by tour guides in Indonesia and formulate strategies to improve their service quality. The research adopts a quantitative approach with a descriptive design, using data collection through questionnaires distributed to 200 purposively selected tour guides. The data were analyzed using descriptive statistics and linear regression tests. The results reveal that the main challenges faced by tour guides include low economic welfare, limited opportunities for formal training, and competition with unlicensed tour guides. Tour guides also reported that high workloads and uncertain working hours added to the complexity of their tasks. To improve service quality, the strategies most valued by respondents include providing better incentives or compensation systems, continuous training, and strengthening regulations and licensing for tour guides. Hypothesis testing results show that economic welfare and work experience significantly influence service quality. Based on these findings, it is recommended that tour guides enhance their skills through ongoing training, tourism destination managers provide training facilities and improve tour guide welfare, and travel agents collaborate to ensure licensing and welfare for tour guides. Collaboration among stakeholders is needed to create a more professional and sustainable ecosystem in Indonesia's tourism industry.