Rethinking Career Pathways in Tourism: Student Attitudes Towards the Tour Guide Profession in Contemporary Higher Education

This study investigates the attitudes of tourism and hospitality students toward becoming tour guides, focusing on how higher education influences career perceptions amid shifting global trends. Although tour guiding remains vital in cultural exchange and national economies, it faces increasing challenges, including job insecurity, digital disruption, and changing traveler behavior. Findings indicate that while students view the profession positively, few intend to pursue it. Key concerns include income instability, limited career advancement, and work-life balance. However, students also acknowledge the role of tour guides in promoting cultural heritage and enhancing tourist experiences. Many expressed optimism about future opportunities shaped by sustainability and technology. The study underscores the need for higher education to better align curricula with industry demands. Enhanced training, career guidance, and real-world experiences can foster more informed and confident career choices. The findings offer insights for educators and policymakers seeking to strengthen tourism education and support career readiness in an evolving global landscape.