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

Year 2023, Volume: 4 Issue: 1, 1 - 14, 31.07.2023

Gizem Çapar , Dilek Atçı

Abstract

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.

Keywords

Interpretation, tour guide,, tour experience, memorable, behavioural intention

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

Abstract

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

Keywords

yorumlama,, turist rehberi, tur deneyimi, hatırlanır, davranışsal niyet

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