Abstract
The objective of this study is to investigate the perception of job stress for a tour guide and his/her opinion of the job satisfaction. The personal emotion regulation is included into this study and it serves as the intervening variable so as to investigate whether a tour guide will change his/her opinion of job satisfaction due to the adjustment of his/her emotion. A questionnaire survey was carried out with the assistance from the Taiwan Tour Guide Association and a total of 862 copies of valid questionnaire copies were collected. The results of the hierarchical regression analysis indicated that there is a positive correlation between a tour guide’s job stress and his/her turnover intention. However, a tour guide’s opinion might change easily by the personal emotion regulation due to new assessments. As a result, an enterprise or an organization is advised to pay attention to a tour guide’s job stress and loading.