TURİST REHBERLERİNİN BAKIŞ AÇISIYLA BÖLGESEL TURLARDA ALGILANAN HİZMET KALİTESİNİN KRİTİK OLAYLAR TEKNİĞİ (KOT) İLE ÖLÇÜLMESİ

Turizm sektöründe hizmet sürecinde turist ve çalışan arasında yakın etkileşimler yaşanmaktadır. İlgili literatürde, turizm sektörünün farklı alanlarında turist-çalışan etkileşimine ilişkin pek çok çalışma yer almasına rağmen, turlarda yaşanan turist-çalışan etkileşimini inceleyen çalışma sayısı sınırlıdır. Bu çalışmada Nevşehir’de bölgesel tura katılan turistlerin yaşadıkları memnun edici ve memnuniyetsizlik yaratıcı deneyimlerin turist rehberleri gözünden Kritik Olaylar Tekniği (KOT) ile tespit edilmesi amaçlanmıştır. KOT, turistler ile işletme çalışanları arasında hizmet sunum sürecinde yaşanan memnun edici veya memnuniyetsizlik yaratıcı deneyimlerin bireylerin kendi anlatımları ile toplanılması ve kategorileştirilmesine dayanan nitel bir veri toplama yöntemidir. Bu amaçla Nevşehir’de bölgesel tura çıkan 75 tur rehberinden açık uçlu soru formu ile 156 kritik olay toplanmıştır. Bu olaylar önce memnun edici ve memnuniyetsizlik yaratıcı olarak kategorileştirilmiş, daha sonra her iki kategoride yer alan kritik olayların nitelikleri somut özellikler, empati, güvenilirlik, özel istek ve ihtiyaçların karşılanması, zamanında hizmet, aksaklıkların giderilmesi, güvence ve fiyat olarak alt kategorilere ayrılmıştır. Elde edilen sonuçlar, memnun edici olayların memnuniyetsizlik yaratıcı olaylardan daha fazla sayıda olduğunu göstermektedir. Bu nedenle, seyahat işletmelerinin özellikle memnuniyetsizlik yaratıcı olayları tespit etmeleri ve yaşanan sorunları iyileştirmeleri işletme başarıları için gereklidir.

THE PERSPECTIVE OF TOUR GUIDES TO THE MEASUREMENT OF THE PERCEIVED SERVICE QUALITY IN THE LOCAL TOURS BY CRITICAL INCIDENT TECHNIQUE (CIT)

In tourism sector service processes are performed by close relationships and interactions among the tourist and employee. In the related literature, in spite of numerous studies about the tourists and employee interactions in different fields of tourism sector, number of the research that investigates the interactions of the tourists and employee in tours is still limited. In this study, it was aimed to determine the satisfactory/dissatisfactory experiences of the tourists who joined the local tour in Nevşehir in terms of the tour guides by using the Critical Incident Technique (CIT).CIT is a qualitative data collection method that it is based on collection and categorization of individual experiences to the satisfactory or dissatisfactory experiences during the service encounter between tourists and employee. With this purpose, 156 critical incidents were collected by open-ended style questionnaire from tour guides. These incidents were firstly categorized as satisfactory and dissatisfactory critical incidents; then these categories were separated sub-category as tangibles, empathy, reliability, understanding customers, responsiveness, elimination of problems, assurance and price. The results showed that there were more number of satisfactory incidents than dissatisfactory incidents. Thus, it is necessary for travel companies to identify dissatisfactory incidents particularly and improve the occurred problems for their business success

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