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

Yıl 2023, Cilt: 10 Sayı: 2, 858 - 881, 02.08.2023

Cenk Murat Koçoğlu , Merve Yıldırım Kalem

https://doi.org/10.30798/makuiibf.1035161

Öz

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.

Anahtar Kelimeler

TURİST REHBERİ, TURİST REHBERİ PERFORMANSI, TURİST MEMNUNİYETİ, DESTİNASYON SADAKATİ, SAFRANBOLU

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

Öz

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.

Anahtar Kelimeler

TOUR GUİDE, TOUR GUİDE PERFORMANCE, TOURİST SATİSFACTİON, DESTİNATİON LOYALTY, SAFRANBOLU

Kaynakça

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