Turist Rehberlerinin Yorumlama Performansının Hatırlanır Tur Deneyimleri ve Davranışsal Niyetler Üzerindeki Etkisi

Turizm ve turist rehberliği hizmetlerinde yorumlama konusunda kayda değer araştırmalar yapılmış olsa da, bu araştırmaların odağında çoğunlukla yorumlamanın veya sonuçlarının değerlendirilmesi yer almaktadır. Bu çalışma ise EROT teorik modeli çerçevesinde yorumlama tekniklerine odaklanarak turist rehberlerinin yorumlama performansını incelemek üzere tasarlanmıştır. Bu çerçevede amaç, turist rehberlerinin yorumlama performansının hatırlanır tur deneyimleri ve davranışsal niyetler üzerindeki etkisini test etmektir. Araştırmanın verileri Türkiye'de rehberli miras turlarına katılan 227 turistten toplanmıştır. Elde edilen bulgular, turist rehberliği bağlamında yorumlama hizmetinin organize ve bağıntılı/ilgili yorumlama olarak iki boyutlu bir yapı gösterdiğini ortaya koymuştur. Yapısal eşitlik modellemesi, organize yorumlama performansının davranışsal niyetlerin iyi bir yordayıcısı; bağıntılı yorumlama performansının ise hatırlanır tur deneyimlerinin iyi bir yordayıcısı olduğunu göstermiştir. Ayrıca bağıntılı yorumlama performansının, duygusal hisler aracılığıyla davranışsal niyetleri etkilediği ortaya çıkmıştır. Önerilen model ve elde edilen bulgular, araştırmacılar ve uygulayıcılar için yorumlama performansını ve bunun hatırlanır tur deneyimleri ve davranışsal niyetlerle ilişkisini anlamalarına yardımcı olabilmesi açısından önem arz etmektedir

The Effect of Interpretation Performance of Tour Guides on Memorable Tour Experiences and Behavioural Intentions

Although considerable research has been conducted on interpretation in tourism and tour guiding services, it has mainly focused on evaluating the interpretation or outcomes of it. This study was designed to examine tour guides' interpretation performance, focusing on interpretation techniques within the frame of the EROT theoretical model. In this framework, the aim is to test the effect of the interpretation performance of tour guides on memorable tour experiences and behavioural intentions. The data were collected from 227 tourists participating in guided heritage tours in Turkey. The empirical findings proposed the theory within the tour-guiding context of two dimensions as organized and relevant interpretation. Structural equation modelling showed that organized interpretation performance was a good predictor of behavioural intentions, and relevant interpretation performance of memorable tour experiences. Relevant interpretation performance affects behavioural intentions through affective emotions. The proposed model and findings can help researchers and practitioners understand interpretation performance and its relationships with memorable tour experiences and behavioural intentions.

___

  • Ababneh, A. (2018). Tour guides and heritage interpretation: Guides’ interpretation of the past at the archaeological site of Jarash, Jordan. Journal of Heritage Tourism, Vol.13 No.3, pp.257–272.
  • Abulhaija, L., Magablih, K. and Abu Saleh, M. (2011). Interpretation strategies used by Jordanian tourist guides to handle cultural specificity in tourism material. Journal of Travel and Tourism Research, pp. 148-159.
  • Akşit Aşık, N. and Kutsynska, M.V. (2019). The effect of memorable tourism experiences on the recommendation behavior and revisit intention: A study on Ukrainian tourists. Journal of International Social Research, Vol.12 No.68, pp.1007- 1017.
  • Ali, F., Ryu, K. and Hussain, K. (2016). Influence of Experiences on Memories, Satisfaction and Behavioral Intentions: A Study of Creative Tourism. Journal of Travel & Tourism Marketing, Vol.33 No.1, pp.85-100.
  • Almagor, U. (1985). A tourist’s “vision quest” in an African game reserve. Annals of Tourism Research, Vol.12, pp.31–47.
  • Alshatnawi, E.A.R. (2014). Assessing communication skills among Jordanian tour guides: German tourists perceptions. Journal of Management Research, Vol.6 No.1, pp.1-11.
  • Amin, V.L., Yok, M.C.K. and Omar, M.S. (2014). Enhancing visitor experiences using thematic interpretation in park guiding service in Sarawak national parks, SHS Web of Conferences 12. DOI: 10.1051/shsconf/20141201025.
  • Ap, J. and Wong, K.K.F. (2001). Case study on tour guiding: professionalism, issues, and problems. Tourism Management, Vol.22, pp.551-563.
  • Armstrong, E.K. and Weiler, B. (2003). Improving the tourist experience: evaluation of interpretation components of guided tours in national parks. Australia: CRC for Sustainable Tourism Pty Ltd.
  • Ballantyne, R., Packer, J., and Sutherland, L.A. (2011). Visitors’ memories of wildlife tourism: Implications for the design of powerful interpretive experiences. Tourism Management, Vol.32 No.4, pp.770-779.
  • Barrie, E.R., (2001). Meaningful interpretive experiences from the participants’ perspective, Unpublished Ph.D. Thesis, Indiana University, USA.
  • Beaumont, N. (2001). Ecotourism and the conservation ethic: Recruiting the uninitiated or preaching to the converted?. Journal of Sustainable Tourism, Vol.9 No.4, pp.317–341.
  • Bentler, P.M. and Chou, C.H. (1987). Practical issues in structural modeling. Sociological Methods & Research, Vol.16, pp.78–117. http://dx.doi.org/10.1177/0049124187016001004
  • Bigné, J.E., Mattila, A.S. and Andreu, L. (2008). The impact of experiential consumption cognitions and emotions on behavioral intentions. Journal of Services Marketing, Vol.22 No.4, pp.303-315.
  • Bloomsome, A. (1982). Robustness of LISREL against small sample sizes in factor analysis models. In: Joreskog KG, Wold H, (Eds). Systems under indirection observation: Causality, structure, prediction (Part I) (pp. 149–173). Amsterdam, Netherlands: North Holland
  • Blyablina, A. (2015). The contribution of guides in developing tourist experiences during historical theatrical tours: The case of Stockholm ghost walk. Unpublished Master's thesis, MidSweden University, Sweden.
  • Bollen, K.A. (1989). Structural equations with latent variables. New York, NY: John Wiley
  • Çapar, G. and Atçı, D. (2022). An Attempt to Develop a Measurement Tool for Interpretation Performance of Tour Guides, In O.M. Karatepe, L. Altinay, M. Tuna, & A. Basoda (Eds.), Tourism for a better world (Mtcon 2022) Vol.16, (pp 1-17) USF M3 Publishing DOI 10.5038/9781955833103
  • Chandralal, L., and Valenzuela, F.R. (2013). Exploring memorable tourism experiences: antecedents and behavioural outcomes, Journal of Economics, Business and Management, Vol.1 No.2, pp.177-181.
  • Chandralal, L. and Valenzuela, F.R. (2015a). Memorable tourism experiences: Scale development. Contemporary Management Research, Vol.11 No.3, pp.291-310.
  • Chandralal, L., Rindfleish, J. and Valenzuela, F. (2015b) An Application of Travel Blog Narratives to Explore Memorable Tourism Experiences. Asia Pacific Journal of Tourism Research, Vol.20 No.6, pp.680-693, DOI: 10.1080/10941665.2014.925944
  • Chen, C.F. and Tsai, D.C. (2007). How destination image and evaluative factors affect behavioural intentions?. Tourism Management, Vol.28 No.4, pp.1115-122.
  • Cheng, Y.S., Kuo, N.T., Chang, K.C. and Chen, C.H. (2019). How a tour guide interpretation service creates intention to revisit for tourists from mainland China: The mediating effect of perceived value. Journal of China Tourism Research, Vol.15 No.1, pp.84-104.
  • Coelho, M., Gosling, M., and Almeida, A. (2018). Tourism experiences: core processes of memorable trips, Journal of Hospitality and Tourism Management, Vol.37, pp.11-22.
  • Cohen E (1979). A phenomenology of tourist experiences. Sociology, Vol.13 No.2, pp.179- 201.
  • Cohen, E. (1984). The sociology of tourism: Approaches, issues, and findings. Annual Review of Sociology, Vol.10, pp.373–392.
  • Cohen, E. (1985). The tourist guide: The origins, structure and dynamics of a role. Annals of Tourism Research, Vol.12, pp.5–29.
  • Coudounaris, D.N. and Sthapit, E. (2017). Antecedents of memorable tourism experience related to behavioral intentions. Psychology Marketing, Vol.34, pp.1084–1093.
  • Dahles, H. (2002). The politics of tour guiding. Annals of Tourism Research, Vol.29 No.3, pp.783-800.
  • De Kadt, E. (1979). Tourism Passport to development. Oxford: Oxford University Press.
  • Del Bosque, I.R., and San Martín, H. (2008). Tourist Satisfaction: A Cognitive–Affective Model. Annals Tourism Research, Vol.35 No.2, pp.551–573.
  • DeVellis, R. F. (1991). Scale development: Theory and applications (Applied Social Research Methods Series, Vol. 26). Newbury Park, CA: Sage Publications.
  • Dewar, K. (2000) An incomplete history of interpretation from the big bang. International Journal of Heritage Studies, Vol.6 No.2, pp.175-180.
  • Dierking, L. D. and Falk, J. H. (1992). Redefining the visitor experience: The Interactive Experience Model. Visitor Studies, Vol.4 No.1, pp.173–176
  • Field, A. (2009). Discovering Statistics Using SPSS. (3rd ed), Sage Publications Ltd: London.
  • Fornell, C. and Larcker, D.F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, Vol.18 No.3, pp.382–88.
  • Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010). Multivariate Data Analysis. (7th ed). New York: Pearson.
  • Ham, S. and Krumpe, E. (1996). Identifying audiences and messages for non-formal environmental education a theoretical framework for interpreters. Journal of Interpretation Research, Vol.1 No.1, pp.11-23.
  • Ham, S.H. and Weiler, B. (2003). Toward a theory of quality in cruise-based interpretive guiding. Journal of Interpretation Research, Vol.7 No.7, pp.29- 49.
  • Ham, S.H. (1992). Environmental interpretation, a practical guide for people with big ideas and small budgets, Golden, Colorado: North American Press
  • Ham, S.H. (2007). Can interpretation really make a difference? Answers to four questions from cognitive and behavioral psychology, Proceedings of the Interpreting World Heritage Conference. (pp.42-52), Vancouver.
  • Ham, S.H. (2013). Interpretation-Making a difference on purpose. Golden Colorado: Fulcrum publishing.
  • Ham, S.H. and Weiler, B. (2007). Isolating the role of on-site interpretation in a satisfying experience, Journal of Interpretation Research, Vol.12 No.7, pp.6-24.
  • Haynes, C. (2015). The roles of indigenous tour guides in providing authentic experience on guided tours in the Caribbean. Unpublished Ph.D. Thesis, The Pennsylvania State University, USA.
  • Henseler. J., Ringle, C.M. and Sinkovics, R.R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, Vol.20 No.1, pp.277– 319.
  • Hoch, S. and J. Deighton. (1989). Managing What Consumers Learn from Experience. Journal of Marketing, Vol.53, pp.1-20
  • Holloway, J.C. (1981). The guided tour a sociological approach. Annals of Tourism Research, Vol.8, pp.377– 402. Huang, S., Weiler, B. and Assaker, G. (2015). Effects of interpretative guiding outcomes on tourist satisfaction and behavioral intention. Journal of Travel Research, Vol.54 No.3, pp.344-358.
  • Hughes, K. (1991). Tourist satisfaction: A guided cultural tour in north Queensland. Australian Psyhcologist, Vol.26 No.3, pp.166-171.
  • Hurombo, B. (2016). Assessing key tour guide competences to co-create memorable tourism experiences, Unpublished Ph.D. Thesis, North-West University, South Africa.
  • Io, M.U. and Hallo, L. (2011). Tour guides' interpretation of the historic center of Macao as a world cultural heritage site. Journal of Tourism and Cultural Change, Vol.9 No.2, pp.140-152.
  • Jafari J (2007) Encyclopedia of Tourism, London and New York: Routledge.
  • Jiang, S., Moyle, B., Yung, R., Tao, L. and Scott, N. (2022). Augmented reality and the enhancement of memorable tourism experiences at heritage sites, Current Issues in Tourism, DOI: 10.1080/13683500.2022.2026303
  • Jurow, K. (2016). Making meaning together: The role of interpretation during a short-term nature excursion, Unpublished Ph.D. Thesis, Antioch University, New England
  • Katz, S. (1985). The Israeli teacher-guide: The emergence and perpetuation of a role. Annals of Tourism Research, Vol.12, pp.49–72.
  • Kim, J. (2009). Development of a scale to measure memorable tourism experiences, Unpublished Ph.D. Thesis, Indiana University, USA.
  • Kim, J. (2009). Development of a scale to measure memorable tourism experiences, Unpublished Ph.D. Thesis, Indiana University, USA.
  • Kim, J.H. (2018). The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, Vol.57 No.7, pp.856– 870.
  • Kim, J.H., and Ritchie, J. (2014). Cross-cultural validation of a memorable tourism experience scale, Journal of Travel Research, Vol.53 No.3, pp.323-335.
  • Kim, J.H., Ritchie, J.R., and McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, Vol.51 No.1, pp.12-25.
  • Kong, H. (2014). Are tour guides in China ready for ecotourism? An importance–Performance analysis of perceptions and performances. Asia Pacific Journal of Tourism Research, Vol.19 No.1, pp.17–34.
  • Kuo, N.T., Chang, K.C., Cheng, Y.S. and 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, Vol.33 No.1, pp.103-122.
  • Larsen, S. and Jenssen, D. (2004). The school trip: Travelling with, not to or from. Scandinavian Journal of Hospitality and Tourism, Vol.4 No.1, pp.43-57.
  • Larsen, S. (2007) Aspects of a psychology of the tourist experience. Scandinavian Journal of Hospitality and Tourism, Vol.7 No.1, pp.7-18.
  • Lugosi, P. and Bray, J. (2008). Tour Guiding, Organisational Culture and Learning: Lessons from an entrepreneurial company. International Journal of Tourism Research, Vol.10, pp.467–479.
  • Makopo, B.M., Geldenhuys, S. and Sime, L. (2018). The role of tourist guides in interpretation: A survey of secondary school teachers at Maropeng and the Sterkfontein caves. South Africa African Journal of Hospitality, Tourism and Leisure, Vol.7 No.1, pp.1-15
  • Mathisen, L. (2012). The exploration of the memorable tourist experience. Advances in Hospitality and Leisure, Vol.8, pp.21–41.
  • McGrath, G.M. (2005). Tour guides as interpreters of archaeological sites: heritage tourism in Cusco, Peru. Unpublished Ph.D. Thesis, University of Surrey, England.
  • Morgan, M. and Xu, F. (2009). Student travel experiences: Memories and dreams. Journal of Hospitality Marketing & Management, Vol.18 No.2, pp.216-236.
  • Moscardo, G. (1998). Interpretation and sustainable tourism: Functions, examples and principles. Journal of Tourism Studies, Vol.9 No.1, pp.2–13.
  • Oh, H., Fiore, A.M. and Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, Vol.46 No.2, pp.119–132
  • Otto, J.E. and Ritchie, B. (1996). The service experience in tourism. Tourism Management, Vol.17 No.3, pp.165-174.
  • Overend, D. (2012) Performing sites: Illusion and authenticity in the spatial stories of the guided tour. Scandinavian Journal of Hospitality and Tourism, Vol.12 No.1, pp.44-54.
  • Pond, K.L. (1993). The professional guide: Dynamics of tour guiding. New York: Van Nostrand Reinhold.
  • Poudel, S. and Nyaupane, G.P. (2013). The role of interpretative tour guiding in sustainable destination management: a comparison between guided and nonguided tourists. Journal of Travel Research, Vol.52 No.5, pp.659–672.
  • Quinn, B., and Ryan, T. (2016). Tour guides and the mediation of difficult memories: the case of Dublin Castle, Ireland. Current Issues in Tourism, Vol.19 No.4, pp.322–337.
  • Rabotić, B. (2008). Tourist guides as cultural heritage interpreters: Belgrade experience with municipality-sponsored guided walks. In The Proceedings Book of the International Tourism Conference, Cultural, and Event Tourism: Issues & Debates (pp. 213-233).
  • Rabotić, B. (2010). Professional tourist guiding: the importance of interpretation for tourist experiences. Tourism & Hospitality Management Conference Proceedings. (pp. 1157- 1167), Belgrad.
  • Reisinger, Y. and Steiner, C. (2006) Reconceptualising Interpretation: The Role of Tour Guides in Authentic Tourism. Current Issues in Tourism, Vol.9 No.6, pp.481-498.
  • Ritchie, J.R.B. and Hudson, S. (2009). Understanding and meeting the challenges of consumer/tourist experience research. International Journal of Tourism Research, Vol.11, pp.111-126.
  • Roberts, M., Mearns, K. and Edwards, V. (2014). Evaluating the effectiveness of guided versus non-guided interpretation in the Kruger National Park, South Africa. Koedoe, Vol.56 No.2, pp.2-8.
  • Rojas, C. and Camarero, C. (2008). Visitors’ experience, mood and satisfaction in a heritage context: Evidence from an interpretation center, Tourism Management, pp.525-537.
  • Rosli, N., Noor, S.M., Jaafar, M. and Mohamed, R. (2014). Creating mindful tourists at heritage sites through tour guide’s interpretation: A Case of Georgetown world heritage sites. GSTF International Journal on Media & Communications (JMC), Vol.1 No.2, pp.1- 14.
  • Ryan, C. and Dewar, K. (1995). Evaluating the communication process between interpreter and visitor. Tourism Management, Vol.16, pp. 295–303.
  • Schermelleh-Engel, K. and Moosbrugger, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, Vol.8 No.2, pp.23-74.
  • Schmidt, C.J. (1979). The guided tour. Insulated Adventure. Urban Life, Vol.7, pp.441–467.
  • Schumacker, R.E. and Lomax, R.G. (2004). A beginner's guide to structural equation modeling. London: Psychology Press.
  • Sekaran, U. and Bougie, R. (2013). Research methods for business: A skill-building approach (6th ed). New York: John Wiley & Sons Inc.
  • Servidio, R. and Ruffolo, I. (2016). Exploring the relationship between emotions and memorable tourism experiences through narratives, Tourism Management Perspectives, Vol.20, pp.151–160.
  • Song, H.J., Lee, C.K., Park, J.A, Hwang, Y.H. and Reisinger, Y. (2015). The influence of tourist experience on perceived value and satisfaction with temple stays: The experience economy theory. Journal of Travel & Tourism Marketing, Vol.32, pp.401–415.
  • Spring, J.P. (2017). Making a sense of wildlife tourism experience: a study of guide-visitor interactions. Unpublished Ph.D. Thesis, Auckland University of Technology, Australia.
  • Stewart, E.J., Hayward, B.H., Devlin, P.J. and Kirby, V.G. (1998). The "place" of interpretation: A new approach to the evaluation of interpretation. Tourism Management, Vol.19 No.3, pp.257-266.
  • Sthapit, E., Björk, P. and Coudounaris, D.N. (2022). Memorable nature-based tourism experience, place attachment and tourists’ environmentally responsible behaviour, Journal of Ecotourism, DOI: 10.1080/14724049.2022.2091581
  • Tilden, F. (1957). Interpreting our heritage: Principles and practices for visitor services in parks, museums, and historic places. United States of America: University of North Carolina Press.
  • Tsang, N.K.F., Yeung, S. and Cheung, C. (2011) A critical investigation of the use and effectiveness of interpretive services. Asia Pacific Journal of Tourism Research, Vol.16 No.2, pp.123-137.
  • Tung, V.W.S. and Ritchie, B.J.R. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, Vol.38 No.4, pp.1367–1386.
  • Uriely, N. (2005). The tourist experience. Conceptual developments. Annals of Tourism Research, Vol.32 No.1, pp.199–216.
  • Weiler, B. and Black, R. (2014). Tour guiding research: insights, issues, and implications. United Kingdom: Channel View Publications.
  • Weiler, B. and Ham, S. (2001). Tour guides and interpretation in ecotourism. In D. Weaver, (Ed), The encyclopedia of ecotourism (pp. 549-563). Wallingford, UK: CABI Publishing.
  • Weiler, B. and Ham, S.H. (2010). Development of a research instrument for evaluating the visitor outcomes of face-to-face interpretation. Visitor Studies, Vol.13 No.2, pp.187-205.
  • Weiler, B. and Davis, D. (1993). An exploratory investigation into the roles of nature-based tour leader. Tourism Management, Vol.14 No.2, pp.91-98
  • Weiler, B. and Walker, K. (2014). Enhancing the visitor experience: Reconceptualising the tour guide’s communicative role. Journal of Hospitality & Tourism Management, Vol.21, pp.90-99.
  • Weng, L., Liang, Z. and Bao, J. (2020). The effect of tour interpretation on perceived heritage values: A comparison of tourists with and without tour guiding interpretation at a heritage destination, Journal of Destination Marketing & Management, Vol.16, pp.1-11.
  • Williams, H. A., Yuan, J. and Williams, R. L. (2019). Attributes of Memorable Gastro-Tourists’ Experiences. Journal of Hospitality & Tourism Research, Vol.43 No.3, pp.327–348.
  • Wirtz, D., Kruger, J., Scollon, C.N. and Diener, E. (2003). What to do on spring break? the role of predicted, on-line, and remembered experience in future choice. Psychological Science, Vol.14 No.5, pp.520-524.
  • Wong, C. (2013). The sanitization of colonial history: Authenticity, heritage interpretation and the case of Macau's tour guides. Journal of Sustainable Tourism, Vol.21 No.6, pp.915– 931.
  • Yoon, Y. and Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, Vol.26, pp.45–56.
  • Zhang, H., Wu, Y. and Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, Vol.8, pp.326–336.
  • Zhou, Q., Pu, Y. and Su, C. (2022a). The mediating roles of memorable tourism experiences and destination image in the correlation between cultural heritage rejuvenation experience quality and revisiting intention. Asia Pacific Journal of Marketing and Logistics,
  • Zhou, X., Wong, J.W.C. and Wang, S. (2022b). Memorable Tourism Experiences in Red Tourism: The Case of Jiangxi, China. Front. Psychol. Vol.13, 899144. doi: 10.3389/fpsyg.2022.89914