Investigating the Motivations of Balinese Women Working as Tour Guides in Bali – a World Cultural Tourism Destination


  • Luh Ketut Herindiyah Kartika Yuni
  • I Nyoman Darma Putra
  • Made Budiarsa
  • Ni Putu Ratna Sari
  • I Nyoman Sudiarta
  • I Nengah Subadra


This research is aimed at understanding the motivations of Balinese women working as tour guides to support the development of cultural tourism in Bali. It adopted a qualitative method with specific reference to phenomenology design, wherein the development of cultural tourism on the island currently demands a large number of tour guides to serve better services and offer an in-depth understanding of the indigenous Balinese cultures designated and staged for tourism attractions, which are regulated under the governing law. These phenomena provide opportunities for both Balinese men and women to work as tour guides. The research involved 20 female tour guides domiciled in five regions of Bali, namely Denpasar, Badung, Gianyar, Tabanan, and Klungkung, who were purposely selected and have been working as tour guides for more than five years. Face-to-face and semi-structured interviews were conducted with the selected informants using interview question guides. The collected data were thematically analysed, adapting biographical and phenomenological analyses to discuss the case and draw up conclusions. The research finds that Balinese women were motivated to be tour guides due to finance, security, social appreciation, achievement, self-actualization, and power. Further research testing such motives statistically is required to discover which of the motivations served as the most and the least significant factors in deciding them to be tour guides.