Role of playfulness in creating job satisfaction with the moderating role of the guiding environment.

Articles in Press

Document Type : Science - Research

Authors

1 Assistant Professor, Department of Management, Faculty of Economics and Management, Tabriz University, Tabriz, Iran

2 Associate Professor, Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.

3 Master of Tourism Management, Farabi Campus of Tehran University, Qom, Iran

10.30473/grup.2025.72581.2887

Abstract

.This study was conducted with the aim of introducing and conceptualizing playfulness in tourist guidance and its effect on the job satisfaction of guides. In this research, a quantitative and applied approach has been used in order to measure the research model and test the research hypotheses. The target community of this research was tourist guides, 260 of whom were selected online as a sample. Data analysis was done using structural equation modeling technique and Amos software. The results of the research showed the confirmation of the research model in terms of structural equation indicators and factor analysis. Also, the results of research hypotheses showed that the dimensions of playfulness of tourist guides include playful guide, attractive guide, creative guide and interactive guide respectively with path coefficients of 0.63, 0.34, 0.30 and 0.85 and t values respectively 81. 6, 4/26, 4/14 and 8/23 have a positive and significant effect on the job satisfaction of tourist guides. The coefficient of determination also showed that the dimensions of playfulness of tour guides explain more than 41% of the changes in job satisfaction in total. The study of the moderating role of the tourist environment also confirms its role in the relationship between playfulness of tour guides and job satisfaction, so that among tour guides on international tours, the impact of playfulness on job satisfaction is greater than that of domestic tours.

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Journal of Urban Ecology Researches

Articles in Press, Accepted Manuscript
Available Online from 19 July 2025

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History

  • Receive Date: 23 October 2024
  • Revise Date: 21 April 2025
  • Accept Date: 19 July 2025

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