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TURİST REHBERİ PERFORMANSININ TURİST MEMNUNİYETİ VE DESTİNASYON SADAKATİ ÜZERİNE ETKİSİ: UZAK DOĞULU TURİSTLER ÜZERİNDE BİR UYGULAMA

Year 2023, Volume: 10 Issue: 2, 858 - 881, 02.08.2023
https://doi.org/10.30798/makuiibf.1035161

Abstract

Çalışmanın amacı turist rehberi performansının turist memnuniyeti ve destinasyon sadakati üzerindeki etkilerini belirlemektir. Bunun yanı sıra, demografik özelliklerden araştırmaya katılanların konaklamalarına ilişkin veriler elde edilmiştir. Bu çalışmada nicel araştırma yönteminden yararlanılmıştır. Bu çalışmanın evrenini rehberli turlara katılan turistler, örneklemini ise Karabük ili Safranbolu ilçesini rehberli turla ziyaret eden Uzak Doğulu turistler oluşturmaktadır. Araştırma amacı doğrultusunda Safranbolu’yu ziyaret eden 405 Uzak Doğulu turistle anket uygulaması gerçekleştirilmiş, veriler SPSS İstatistik Paket Programında analiz edilmiştir. Çalışmada, faktör analizleri, güvenilirlik analizleri ve regresyon analizlerinden faydalanılmıştır. Turist rehberi performansının turist memnuniyeti ve destinasyon sadakati üzerinde pozitif etkisi olduğu tespit edilmiştir. Ayrıca, Turist rehberi performansına ait alt boyutlar içinden turist memnuniyetini en çok etkileyen boyutların turist rehberlerinin etkinlikleri tanıtma becerileri ile problem çözme becerileri olduğu bilgileri elde edilmiş ve destinasyon sadakatini en çok etkileyen boyutların da iş ve iletişim becerileri ve etkinlikleri tanıtma becerileri olduğu sonuçlarına ulaşılmıştır.

References

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THE IMPACT OF TOUR GUIDE'S PERFORMANCE ON TOURIST SATISFACTION AND DESTİNATİON LOYALTY: A STUDY ON FAR EASTERN TOURİSTS

Year 2023, Volume: 10 Issue: 2, 858 - 881, 02.08.2023
https://doi.org/10.30798/makuiibf.1035161

Abstract

The aim of the study is to determine the effects of tourist guide performance on tourist satisfaction and destination loyalty. In addition, data on the accommodation of the participants from the demographic characteristics were obtained. In this study, quantitative research method was chosen as the data collection tool. The research population consists of tourists participating in guided tours, and the sample consists of Far Eastern tourists visiting Safranbolu district with guided tours. For the purpose of the research, a survey was conducted with 405 Far Eastern tourists visiting Safranbolu, and the data were analyzed in the SPSS Statistical Package Program. Factor analyzes, reliability analyzes and regression analyzes were used in the study. It has been determined that tourist guide performance has a positive effect on tourist satisfaction and destination loyalty. In addition, among the sub-dimensions of tourist guide performance, the information was obtained that the dimensions that most affect tourist satisfaction are the tourist guides' ability to introducing entertainment places and their problem-solving skills, and it has been concluded that the dimensions that most affect destination loyalty are business and communication skills and informing entertainment facilities.

References

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  • Arat, T. ve Bulut, H.Ç. (2019). Turist Memnuniyetinde Turist Rehberinin Rolü: Konya’da Bir Araştırma. Turist Rehberliği Dergisi, 2(1), 31-43.
  • Arslantürk, Y., Altunöz, Ö. ve Çalık, A. Ö. (2013). Turist Rehberliği Hizmet Kalitesi Ölçümü: Servqual Yaklaşımı. Uluslararası Sosyal Araştırmalar Dergisi, 6(27), 107- 118.
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  • Frochot, I., ve Batat, W. (2013). Marketing and Designing the Tourist Experience. Woodeaton. Oxford: Goodfellow Publishers.
  • Geva, A., ve Goldman, A. (1991). Duality in consumer post-purchase attitude. Journal of Economic Psychology, 12(1), 141–164.
  • Hernández-Lobato, L., Solis-Radilla, M. M., Moliner-Tena, M. A., ve Sánchez-García, J. (2006). Tourism destination image, satisfaction and loyalty: A study in Ixtapa Zihuatanejo, Mexico. Tourism Geographies, 8(4), 343-358.
  • Heung, V. C. S. (2007). Effects of tour leader’s service quality on agency’s reputation and customers’ word of mouth. Journal of Vacation Marketing, 14(4), 305–315.
  • Huang, S., Hsu, C. H. C. ve Chan, A. (2010). Tour Guide Performance and Tourist Satisfaction: a Study of the Package Tours in Shanghai. Journal of Hospitality and Tourism Research, 34(1), 3-33.
  • Huang, L. ve Kao, P. (2011). How to Tell a Good Tour Guide Under Different Strategic Orientations. African Journal of Business Management, 5(27), 11146- 11162.
  • Jiang, H. ve Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China’s airline market. Journal of Air Transport Management, 57, 80-88.
  • Jonasson, M. ve Scherle, N. (2012). Performing Co-produced Guided Tours. Scandinavian Journal of Hospitality and Tourism, 12(1), 55–73.
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  • Kılıç, B. (2011). Destinasyon Ziyaretçilerinin Sosyo-Demografik Özelliklerinin Sadakat Eğilimleri Üzerine Etkisi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26, 239-252.
  • Kim, S., Holland, S. ve Han, H. (2013). A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: a case study of Orlando. International Journal of Tourism Research, 15(1), 313-328.
  • Koçoğlu, C. M. (2019). Destinasyona Yönelik Marka İmajı ve Marka Sadakati İlişkisinde Algılanan Destinasyon Kalitesinin Aracılık Rolü. Seyahat ve Otel İşletmeciliği Dergisi, 16(1), 34-47.
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  • Kuo, N. T., Chang, K. C., Cheng, Y. S. ve Lin, J. C. (2016). Effects of Tour Guide Interpretation and Tourist Satisfaction on Destination Loyalty in Taiwan’s Kinmen Battlefield Tourism: Perceived Playfulness and Perceived Flow as Moderators. Journal of Travel & Tourism Marketing, 33(1), 103-122.
  • Mak, A. H. N., Wong, K. K. F. ve Chang, R. C. Y. (2011). Critical issues affecting the service quality and professionalism of the tourist guides in Hong Kong and Macau. Tourism Management, 32(6), 1442-1452.
  • Martin, H. S., Collado, J. ve del Bosque, I. R. (2013). An exploration of the effects of past experience and tourist involvement on destination loyalty formation. Current Issues in Tourism, 16(4), 327-342.
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Details

Primary Language Turkish
Journal Section Research Articles
Authors

Cenk Murat Koçoğlu 0000-0002-9888-6051

Merve Yıldırım Kalem 0000-0002-0101-539X

Publication Date August 2, 2023
Submission Date December 10, 2021
Published in Issue Year 2023 Volume: 10 Issue: 2

Cite

APA Koçoğlu, C. M., & Yıldırım Kalem, M. (2023). TURİST REHBERİ PERFORMANSININ TURİST MEMNUNİYETİ VE DESTİNASYON SADAKATİ ÜZERİNE ETKİSİ: UZAK DOĞULU TURİSTLER ÜZERİNDE BİR UYGULAMA. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 10(2), 858-881. https://doi.org/10.30798/makuiibf.1035161

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