The Reality of the Tourist Guide Profession in Saudi Arabia Challenges and Development Prospects

Abstract

This study explores the current reality of the tourist guide profession in Saudi Arabia, examining its challenges and future development prospects within the framework of Vision 2030. As the Kingdom undergoes rapid transformation in the tourism sector, tourist guides play a critical role as cultural ambassadors and mediators between heritage and visitors.

Using a qualitative research approach, the study investigates the professional identity of Saudi tourist guides and the structural, regulatory, and societal challenges affecting their performance and career sustainability. Drawing on Professional Identity Theory, the research introduces the Saudi Dynamic Identity Resilience Model (SDIRM), which explains how guides adapt to rapid sectoral transformation while maintaining professional authenticity.

Findings reveal key issues related to training gaps, regulatory frameworks, seasonal employment instability, and public perception. However, the study also identifies strong opportunities aligned with Vision 2030 reforms, institutional support, and growing international tourism demand.

The research contributes theoretically by contextualizing professional identity within emerging tourism economies and practically by offering policy and training recommendations to strengthen the profession and enhance national tourism competitiveness.