How Cultural Tourism Itineraries Shape Tourist Guide Satisfaction and Retention

Tourist guides remain understudied in tourism workforce research, particularly regarding the conditions shaping satisfaction and career retention. This study examines how cultural tourism itinerary characteristics are associated with tourist guides’ job satisfaction and career retention intentions. Data were collected through a convenience sample survey of 127 active tourist guides in Portugal. Grounded in the Job Satisfaction Survey and the Theory of Planned Behaviour frameworks, the study utilised exploratory factor analysis and multiple linear regression to analyse the data. Results indicate positive associations between itinerary characteristics, job satisfaction and career retention intentions, with Components (accommodation, meals, accessibility) and Sustainability emerging as the strongest predictors. These findings extend the Job Demands–Resources model to a supervisory-free work context and highlight itinerary design as a previously underexplored human resource management mechanism shaping workforce outcomes in tourism, with implications for tour operators, destination managers and policymakers.