Tour guides as co-creators of memorable tourism experiences: Perceptions from tour guides at Victoria Falls, Zimbabwe

A study identifies thirteen core competencies that tour guides at Victoria Falls, Zimbabwe, perceive as essential for co-creating memorable tourism experiences (MTEs), including entertainment skills, flexibility, cultural knowledge, and emotional intelligence. These competencies vary across gender, marital status, and work experience, with male and single guides exhibiting a broader range of abilities. The findings highlight the need for targeted training programs to enhance tour guiding quality and destination competitiveness, offering practical insights for policy and capacity-building in tourism.

Hurombo, B., Mutanga, C. N., & Chiutsi, S. (2025). Tour guides as co-creators of memorable tourism experiences: Perceptions from tour guides at Victoria Falls, Zimbabwe. Journal of Human Resources in Hospitality & Tourism, 24(4), 692–720. https://doi.org/10.1080/15332845.2025.2531597