Turist Rehberlerinin Mesleki Yeterliliklerinin Destinasyon İmajına ve Memnuniyetine Etkisi

Turizm ile ilgili alanyazında turistlerin ziyaret ettikleri destinasyonlara yönelik imaj algıları ve genel memnuniyetleri ile kendilerine eşlik eden turist rehberlerine yönelik değerlendirmeleri bir arada ele alan sınırlı sayıda çalışma mevcuttur. Bu çalışmanın başlıca amacı, turistlerin katıldıkları turu yöneten turist rehberinin mesleki yeterliliğine yönelik algılarının, destinasyona yönelik imajlarına ve memnuniyetlerine etkisini ortaya koyabilmektir. Araştırmadan elde edilen bulguların, bu değişkenler arasındaki ilişkiyi açıklamaya katkı sağlayacağı öngörülmüştür. Bu amaçla ilgili alanyazındaki kuramsal ve deneysel çalışmalardan yararlanılarak, bir araştırma modeli geliştirilmiştir. Modelin test edilebilmesi amacıyla, kolayda örneklem yöntemi ile Antalya şehir turuna katılan Alman turistlere yönelik bir anket çalışması gerçekleştirilerek, 307 adet veri toplanmıştır. Araştırma sonuçları, turist rehberlerinin mesleki yeterlilikleri, algılanan destinasyon imajı ve genel memnuniyet arasında istatistiki açıdan anlamlı bir ilişki olduğunu göstermiştir. Turist rehberinin mesleki yeterliliğinin turist memnuniyeti üzerindeki etkisi yüksek bir seviyededir. Destinasyon imajının bilişsel boyutunda ‘sosyal çevre ve olanaklar’ ve duygusal boyutunda ‘canlandırıcı’lık, genel turist memnuniyetine en fazla etki yapan hususlardır.

The Effect of Tourist Guides’ Professional Competences on Destination Image and Satisfaction

Limited number of studies exists in the tourism literature that examine together the tourists’ destination image perceptions, their overall satisfactions, and evaluations about tourist guides. The principle aim of this study is to be able to unveil the impact of tourists’ perception of the professional competence of tourists guides on the tourists’ perceived destination image and tourists’ overall satisfaction with destinations. The findings, which obtained from the research, it is foreseen that will have contribution to understanding the relationship between these variables. For this purpose, a research model was developed on the basis of existing theoretical and empirical studies in the tourism literature. In order to test the model, a survey was conducted using convenience sampling method. and data were collected from 307 German tourists who participated in an Antalya city tour. Research findings indicated that there were significant relationships among the professional competence of tourists guides, perceived destination image and overall satisfaction. The impact of tourist guide competence on overall tourist satisfaction is identified high. ‘Social environment and facilities’ under cognitive dimension and ‘restorative’ under affective dimension of subjects that have the highest impact on over satisfaction.

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