THE MEASUREMENT OF THE PERCEIVED SERVICE QUALITY IN THE LOCAL TOURS CRITICAL INCIDENTS TECHNIQUE (CIT)

Work processes in tourism sector are performed by close relationships and interactions among the personnel and tourists. In the related literature, in spite of numerous studies about the personnel and tourists’ interactions in different fields of tourism sector, number of the research that investigates the interactions of the personnel and tourists in tours is still limited. The aim of the study is to attempt to determine by CIT, the satisfactory/dissatisfactory experiences of the tourists who joined local tours in Nevşehir. With this purpose, 184 critical incidents were collected by open-ended style questionnaire from tourists. These incidents were categorized as satisfactory and dissatisfactory critical incidents. In this way, it was attempted to measure the current quality conditions of the travel agencies in the region and to identify the service fault. The research resulted provide specific clues need to be taken into notice in order to improve service quality during the local tours.

BÖLGESEL TURLARDA ALGILANAN HİZMET KALİTESİNİN KRİTİK OLAYLAR TEKNİĞİ İLE ÖLÇÜLMESİ

Turizm sektöründe iş süreçleri, personel ve turist arasında yaşanan yakın etkileşimle sürdürülmektedir. İlgili literatür incelendiğinde, turizm sektörünü farklı alanlarında turist-personel etkileşimine ilişkin birçok çalışma yer almasına rağmen, turlarda turist-personel etkileşimini inceleyen konu sayısı kısıtlıdır. Bu çalışmanın amacı, Nevşehir’de bölgesel tura katılan turistlerin yaşadıkları memnun edici ve memnuniyetsizlik yaratıcı deneyimlerinin KOT ile tespit edilmesidir. Bu amaçla 184 kritik olay toplanmıştır. Bunlardan 105’i memnun edici; 79’u memnuniyetsizlik yaratıcı kritik olaylar olarak kategorize edilmiştir. Böylece bölgeye yönelik turların hizmet kalitesi konusundaki mevcut durumu ölçülmeye ve yaşanan aksaklıklar tespit edilmeye çalışılmıştır. Bu sayede yapılan turlarda hizmet kalitesinin iyileştirilmesi için neler yapılması gerektiği konusunda somut ipuçları ortaya konulmuştur.

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