Abstract:

This mixed-methods study examined tour guides in Western Visayas' top destinations, focusing on their profiles, skills, contributions, and challenges. Most guides were Department of Tourism (DOT)-accredited, and while highly skilled, they often lacked standard pay and benefits.  The study found guides vital to the region's tourism across economic, socio-cultural, and environmental dimensions.  Results highlight their valuable contributions while underscoring the need to address challenges within the industry to enhance tour guide services and support sustainable tourism growth in Western Visayas.