Career commitment of tour guides in Ho Chi Minh City: differences between full-time and freelance guides’ conceptions

Abstract

This study investigates the differences in conceptions of career commitment between two groups of tour guides in Ho Chi Minh City: full-time tour guides and freelance tour guides. Employing a qualitative approach based on 20 semi-structured in-depth interviews, the research identifies three central thematic categories: (1) conceptualizations of career commitment, (2) factors that motivate and sustain commitment, and (3) career prospects and future intentions to remain in the profession. The findings reveal that full-time tour guides tend to perceive career commitment as a stable and long-term trajectory, reinforced by income security, organizational benefits, and structural support. In contrast, freelance tour guides exhibit a more flexible and episodic form of commitment, shaped by personal passion, autonomy, and seasonal income opportunities. These results underscore the significance of employment arrangements in shaping professional commitment and provide managerial implications for strengthening tour guide engagement within an increasingly flexible tourism labor market.