The Effect of Tourist Guides' Job Satisfaction to Enhance the Quality of Tourism Services: Work Obstacles as a Mediator

Due to the important role played by the tourist guide in the promotion and development of the tourism industry, as well as the paucity of research on the subject of tourist guides' job satisfaction and how they might enhance the quality of tourism services they offer. The purpose of this study was to look at the relationship between the aspects of service quality improvement offered by tourist guides and their job satisfaction as an independent variable. work Obstacles act as a mediator in this interaction. A random sample of 343 tour guides was chosen to meet this goal. An electronic questionnaire was designed and distributed to the sample through Google Forms. The validity and reliability of the questionnaire variables were tested. Descriptive statistics, such as mean, standard deviation, frequencies, and percentages, were used to describe the demographic variables of the sample and the main study variables. Structural equation modelling (SEM) was employed to test the study model and hypotheses using SPSS V26 and AMOS V25. The study found a positive impact of job satisfaction among tourist guides on both work obstacles and the quality of Tourism services provided by the guides. It also revealed that work obstacles act as a mediator between job satisfaction of tourist guides and the improvement of service quality provided by them, indicating that work obstacles have the ability to explain the relationship between job satisfaction of tourist guides and the enhancement of the service quality they offer. The study recommends measures for the Ministry of Tourism and Antiquities and the Tourist Guides Syndicate. including streamlining the renewal process for tourist guide licenses, establishing specific mechanisms to ensure equal opportunities for tourist guides.