The relationship between tour guides' job attitudes, job satisfaction, and life satisfaction

Job attitudes constitute an important determinant of employees' job satisfaction and overall life satisfaction, particularly in labor-intensive service professions such as tour guiding. Grounded in Spillover Theory, which suggests that work-related attitudes and experiences extend beyond the workplace to influence life satisfaction, this study examines the effect of tour guides' job attitudes on their job satisfaction and life satisfaction, as well as the mediating role of job satisfaction in this relationship. Data were collected from 400 tour guides using convenience sampling and analyzed with SmartPLS 4 through partial least squares structural equation modeling (PLS-SEM). The results indicate that job attitude has a significant and positive effect on both job satisfaction and life satisfaction. Furthermore, job satisfaction partially mediates the relationship between job attitude and life satisfaction. These findings highlight the importance of fostering positive job attitudes among tour guides to enhance both occupational and overall well-being.