Research Article
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The Effect of Tourist Guides’ Service Quality on Destination Image

Year 2019, , 112 - 132, 30.04.2019
https://doi.org/10.29249/selcuksbmyd.520698

Abstract

It is clearly observed that tour guides and their service quality
played a majör role destination in which tourists had experience. They leave a
lasting impression in the minds of tourists who interacted with them. The main
purpose of this study is to examine the effects of tourist guides’ service quality
on the destination image. Besides, the relations between the quality of service
and destination have been scrutinized. In addition, it has been researched
demographic variables of visitors how statistically results on service quality
and destination image, which are two main subject matter of our research,
ensued. Another purpose of the work is to evaluate the different views to
understand what to expect from the guides. In this work, it has been touched
the researches which analyzed the training of tour guiding and the difficulties
encountered by tourist guides as well. In the scope of the research, Konya,
which welcomes many visitors due to the fact that it hosts the Mevlana Museum
is one of the most visited museums in Turkey, has been selected as the application
area. Our questionnaire, which is structured data collection technique, has been
conducted on 400 domestic tourists representing the sample. As a result of the analyzes
made, it has been observed that tourist guides’ service quality has a significant
effect on destination image. 

References

  • Ahipaşaoğlu, S. (2001). Seyahat İşletmelerinde Tur Planlaması ve Yönetimi, Detay Yayıncılık, Ankara.
  • Altunışık, R., Çoşkun R., Bayraktaroğlu, S., & Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri, Sakarya Yayıncılık, Sakarya.
  • Ap, J. and Wong, K.K.F. (2001). Case Study on Tour Guiding: Professionalism, Issues and Problems, Tourism Management, Vol.22, pp. 551-563.
  • Arreola, M.R. (1998). Group Says Its Role Is to Raise Standards for S.A. Tour Guides, San Antonio Business Journal, Vol. 12, No. 27, pp. 19-20.
  • Baloğlu, S., and McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, Vol.26, No.4, pp. 868-897.
  • Baum, T. Hearns, N. and Devine, F. (2007). Place, People and Interpretation: Issues of Migrant Labour and Tourism Imagery in Ireland, Tourism Recreation Research, Vol. 32, No.3, pp. 39-48.
  • Boon-itt, S. and Rompho, N. (2012). ‘Measuring Service Quality Dimensions: An empirical analysis of Thai hotel industry’, International Journal of Business Administration, 3(5), pp. 52-63.
  • Cherem, G.J. (1977). The Professional Interpreter: Agent for an Awakening Giant, Journal of Interpretation, Vol.2, No.1, pp. 3-16.
  • Cohen, E. (1985). The Tourist Guide: The Origins, Structure and Dynamics of a Role, Annals of Tourism Research, Vol. 12, pp. 5-29.
  • Cohen, E., Ifergan, M. and Cohen, E. (2002). A New Paradigm of Guiding: The Madrich as a Role Model, Annals of Tourism Research, Vol. 29, pp. 919-932.
  • Crompton, J. L. (1979). Motivations of Pleasure Vacation. Annuals of Tourism Research, 6 (4), 408-424.
  • Çetin, G., Kızılırmak, İ. (2012) “Türk Turizminde Kokartlı Turist Rehberlerin Mevcut Durumunun Analizi”, Afyon Kocatepe Üniversitesi, İİBF Dergisi, (14) 3, ss. 307-318.
  • Dahles, H. (2002). The Politics of Tour Guiding: Image Management in Indonesia, Annals of Tourism Research, Vol. 26, pp. 267-293.
  • Değirmencioğlu, A.Ö. (2001). Fransız Turistlerin Anadolu Turlarında Rehberlik Hizmetinden Tatmin Düzeyleri Üzerine Ampirik Bir İnceleme, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Ana Bilim Dalı, Gazi Üniversitesi, Yayınlanmamış Yüksek Lisans Tezi.
  • Echtner, C. M., J. R. B. Ritchie (1991), The Meaning and Measurement of Destination Image, The Journal of Tourism Studies, Vol. 2, No.2, (December), 2-12.
  • Echtner, C. M. and J. R. B. Ritchie (1993), The Measurement of Destination Image: An Empirical Assessment, Journal of Travel Research, (Spring), 3-13.
  • Fakeye, P. C., Crompton, J. L. (1991). Image Differences Between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley, Journal of Travel Research, Vol.30, No.2, pp. 10-16.
  • Geva, A., Goldman, A. (1991). Satisfaction Measurement in Guided Tours, Annals of Tourism Research, Vol. 18, No.2, pp. 177-185.
  • Heung, Vincent C. S., (2008) “Effects of Tour Leader’s Service Qualityon Agency’s Reputation Andcustomers’ Word-Of-Mouth”, Journal of Vacation Marketing, 14(4), pp. 305-315.
  • Holloway, J. (1981). The Guided Tour: A Sociological Approach, Annals of Tourism Research, Vol.8, pp.377-402.
  • Hunt, J. D. (1971). Tourism Marketing and Management. Prentice Hall, Cambridge.
  • Karasar, N. (2012). Bilimsel Araştırma Yöntemi (23. Basım), Nobel Yayıncılık, Ankara.
  • Keskin, M. (2013). Konaklama İşletmelerinde İşgörenlerin Hizmet Kalitesi Algılamaları: Sinop İlinde Faaliyet Gösteren Konaklama İşletmelerine Yönelik Bir Uygulama, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Ana Bilim Dalı, Adnan Menderes Üniversitesi, Yayınlanmamış Yüksek Lisans Tezi.
  • Lawson, F., and Baud-Bovy, M. (1977). Tourism and Recreational Development. Architectural Press, London.
  • Mak, Athena H. N., Wong, K. K. F., Chang, R. C. Y., (2010) “Factors Affecting the Service Quality of the Tour Guiding Profession in Macau”, International Journal of Tourism Research, 12, pp. 205–218.
  • Markin, J. R. (1974). Consumer behavior: A cognitive orientation. Macmillan, Hampshire, London.
  • Milman, A. and A. Pizam (1995), The Role of Awareness and Familiarity with a Destination: the Central Florida Case, Journal o f Travel Research, 35 (Winter), 21-27.
  • Moscarado, G. (1998). Interpretation and Sustainable Tourism: Functions, Examples and Principles, Journal of Tourism Studies, Vol. 9, No.1, pp.2-13.
  • Moscardo, G. (1996). Mindful Visitors, Annals of Tourism Research, Vol. 23 No. 2, pp. 376-87.
  • Mossberg, Lotta L., (1995) “Tour Leaders and Their Importance in Charter Tours”, Tourism Management, 16(6), pp. 437-445.
  • Otto, J. E., and Ritchie, J. R. B. (1996). The service experience in tourism. Tourism Management, 17(3), 165-174.
  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). ‘SERVQUAL: a multi-item scale for measuring consumer perceptions of service quality’, Journal of Retailing, 64(1), pp. 12-40.
  • Pearce, P.L. (1984). Tourist-Guide Interaction, Annals of Tourism Research, Vol. 11, pp. 129-146.
  • Pond, K. (1993). The Professional Guide: Dynamics of Tour Guiding, Van Nostrand Reinhold, New York.
  • Rabotić, B., (2010). Tourist Guides in Contemporary Tourism, International Conference on Tourism and Environment Sarajevo, Bosnia and Herzegovina, pp. 1-12.
  • Resmi Gazete, 22.06.2012. 6326 Sayılı “Turist Rehberliği Meslek Kanunu”.
  • Reynolds, W. H. (1985). The role of the consumer in image building. California Management Review, 7(3), 69-76.
  • Schmidt, C. J. (1979). The Guided Tour: Insulated Adventure. Journal of Contemporary Ethnography, Vol.7, No.4, pp. 441-467.
  • Timur, B. (2015). Termal Turizmde Hizmet Kalitesi Algılanan Destinasyon imajı ve Tekrar Ziyaret Niyeti Arasındaki İlişkilerin İncelenmesi, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Ana Bilim Dalı, Eskişehir Osmangazi Üniversitesi, Yayınlanmamış Yüksek Lisans Tezi.Ural, A., Kılıç, G. (2006). Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi. Ankara: Detay Yayıncılık.
  • Wang, K. C., Hsieh, A.T., Huan, T.C., (2000). Critical Service Features in Group Package Tour: An Exploratory Research. Tourism Management, 21, pp. 177-189
  • Whipple, T. W. and Sharon, V. (1988). Group Tour Management: Does Good Service Produce Satisfied Customers?, Journal of Travel Research, Vol.27, No.2, pp. 16-21.
  • Wong, A., (2001). Satisfaction with local tour guides in Hong Kong. Pacific Tourism Review, 5(1), pp. 59-67.
  • Yaraşlı, G. Y. (2007). Destinasyon İmajı ve Trabzon Yöresine Dönük Bir Çalışma, Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı, Başkent Üniversitesi, Yayınlanmamış Yüksek Lisans Tezi.
  • Zhang, H.Q. and Chow, I. (2004). Application of Importance-Performance Model in Tourguides’ Performance: Evidence from Mainland Chinese Outbound Visitors in Hong Kong, Tourism Management, Vol. 25, pp. 81-91.

Turist Rehberlerinin Hizmet Kalitesinin Destinasyon İmajına Etkisi

Year 2019, , 112 - 132, 30.04.2019
https://doi.org/10.29249/selcuksbmyd.520698

Abstract

Turist rehberlerinin ve onların hizmet kalitesinin, turistlerin
tecrübe yaşadığı destinasyonda büyük rol oynadığı açıkça gözlemlenmektedir.
Etkileşim içinde bulunduğu turistlerin zihninde kalıcı bir izlenim bırakmaktadırlar.
Bu çalışmanın esas amacı, turist rehberlerinin hizmet kalitesinin destinasyon
imajına olan etkilerini incelemektir. Ayrıca, hizmet kalitesinin destinasyon
ile ilişkileri irdelenmiştir. Buna ek olarak, ziyaretçilerin demografik
değişkenleri de, araştırmamızın iki temel konusu olan hizmet kalitesi ve
destinasyon imajı üzerinde istatistikî olarak nasıl sonuçlar ortaya çıkardığı
araştırılmıştır. Çalışmanın bir diğer amacı da, rehberlerden ne yapması
beklendiğini anlamak için farklı görüşleri değerlendirmektir. Çalışmada, tur rehberlerinin
eğitimi ve karşılaştığı zorlukları analiz eden araştırmalara da değinilmiştir.
Araştırma kapsamında, Türkiye'nin en çok ziyaret edilen müzelerinden biri olan
Mevlana Müzesi'ne ev sahipliği yapması nedeniyle birçok ziyaretçiyi ağırlayan
Konya, uygulama alanı olarak seçilmiştir. Örneklemi oluşturan 400 yerli turiste
yapılandırılmış veri toplama tekniği olan anketimiz uygulanmıştır. Yapılan analizler
sonucunda, turist rehberlerinin hizmet kalitesinin destinasyon imajı üzerinde
anlamlı bir etkisi olduğu gözlemlenmiştir.

References

  • Ahipaşaoğlu, S. (2001). Seyahat İşletmelerinde Tur Planlaması ve Yönetimi, Detay Yayıncılık, Ankara.
  • Altunışık, R., Çoşkun R., Bayraktaroğlu, S., & Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri, Sakarya Yayıncılık, Sakarya.
  • Ap, J. and Wong, K.K.F. (2001). Case Study on Tour Guiding: Professionalism, Issues and Problems, Tourism Management, Vol.22, pp. 551-563.
  • Arreola, M.R. (1998). Group Says Its Role Is to Raise Standards for S.A. Tour Guides, San Antonio Business Journal, Vol. 12, No. 27, pp. 19-20.
  • Baloğlu, S., and McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, Vol.26, No.4, pp. 868-897.
  • Baum, T. Hearns, N. and Devine, F. (2007). Place, People and Interpretation: Issues of Migrant Labour and Tourism Imagery in Ireland, Tourism Recreation Research, Vol. 32, No.3, pp. 39-48.
  • Boon-itt, S. and Rompho, N. (2012). ‘Measuring Service Quality Dimensions: An empirical analysis of Thai hotel industry’, International Journal of Business Administration, 3(5), pp. 52-63.
  • Cherem, G.J. (1977). The Professional Interpreter: Agent for an Awakening Giant, Journal of Interpretation, Vol.2, No.1, pp. 3-16.
  • Cohen, E. (1985). The Tourist Guide: The Origins, Structure and Dynamics of a Role, Annals of Tourism Research, Vol. 12, pp. 5-29.
  • Cohen, E., Ifergan, M. and Cohen, E. (2002). A New Paradigm of Guiding: The Madrich as a Role Model, Annals of Tourism Research, Vol. 29, pp. 919-932.
  • Crompton, J. L. (1979). Motivations of Pleasure Vacation. Annuals of Tourism Research, 6 (4), 408-424.
  • Çetin, G., Kızılırmak, İ. (2012) “Türk Turizminde Kokartlı Turist Rehberlerin Mevcut Durumunun Analizi”, Afyon Kocatepe Üniversitesi, İİBF Dergisi, (14) 3, ss. 307-318.
  • Dahles, H. (2002). The Politics of Tour Guiding: Image Management in Indonesia, Annals of Tourism Research, Vol. 26, pp. 267-293.
  • Değirmencioğlu, A.Ö. (2001). Fransız Turistlerin Anadolu Turlarında Rehberlik Hizmetinden Tatmin Düzeyleri Üzerine Ampirik Bir İnceleme, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Ana Bilim Dalı, Gazi Üniversitesi, Yayınlanmamış Yüksek Lisans Tezi.
  • Echtner, C. M., J. R. B. Ritchie (1991), The Meaning and Measurement of Destination Image, The Journal of Tourism Studies, Vol. 2, No.2, (December), 2-12.
  • Echtner, C. M. and J. R. B. Ritchie (1993), The Measurement of Destination Image: An Empirical Assessment, Journal of Travel Research, (Spring), 3-13.
  • Fakeye, P. C., Crompton, J. L. (1991). Image Differences Between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley, Journal of Travel Research, Vol.30, No.2, pp. 10-16.
  • Geva, A., Goldman, A. (1991). Satisfaction Measurement in Guided Tours, Annals of Tourism Research, Vol. 18, No.2, pp. 177-185.
  • Heung, Vincent C. S., (2008) “Effects of Tour Leader’s Service Qualityon Agency’s Reputation Andcustomers’ Word-Of-Mouth”, Journal of Vacation Marketing, 14(4), pp. 305-315.
  • Holloway, J. (1981). The Guided Tour: A Sociological Approach, Annals of Tourism Research, Vol.8, pp.377-402.
  • Hunt, J. D. (1971). Tourism Marketing and Management. Prentice Hall, Cambridge.
  • Karasar, N. (2012). Bilimsel Araştırma Yöntemi (23. Basım), Nobel Yayıncılık, Ankara.
  • Keskin, M. (2013). Konaklama İşletmelerinde İşgörenlerin Hizmet Kalitesi Algılamaları: Sinop İlinde Faaliyet Gösteren Konaklama İşletmelerine Yönelik Bir Uygulama, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Ana Bilim Dalı, Adnan Menderes Üniversitesi, Yayınlanmamış Yüksek Lisans Tezi.
  • Lawson, F., and Baud-Bovy, M. (1977). Tourism and Recreational Development. Architectural Press, London.
  • Mak, Athena H. N., Wong, K. K. F., Chang, R. C. Y., (2010) “Factors Affecting the Service Quality of the Tour Guiding Profession in Macau”, International Journal of Tourism Research, 12, pp. 205–218.
  • Markin, J. R. (1974). Consumer behavior: A cognitive orientation. Macmillan, Hampshire, London.
  • Milman, A. and A. Pizam (1995), The Role of Awareness and Familiarity with a Destination: the Central Florida Case, Journal o f Travel Research, 35 (Winter), 21-27.
  • Moscarado, G. (1998). Interpretation and Sustainable Tourism: Functions, Examples and Principles, Journal of Tourism Studies, Vol. 9, No.1, pp.2-13.
  • Moscardo, G. (1996). Mindful Visitors, Annals of Tourism Research, Vol. 23 No. 2, pp. 376-87.
  • Mossberg, Lotta L., (1995) “Tour Leaders and Their Importance in Charter Tours”, Tourism Management, 16(6), pp. 437-445.
  • Otto, J. E., and Ritchie, J. R. B. (1996). The service experience in tourism. Tourism Management, 17(3), 165-174.
  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). ‘SERVQUAL: a multi-item scale for measuring consumer perceptions of service quality’, Journal of Retailing, 64(1), pp. 12-40.
  • Pearce, P.L. (1984). Tourist-Guide Interaction, Annals of Tourism Research, Vol. 11, pp. 129-146.
  • Pond, K. (1993). The Professional Guide: Dynamics of Tour Guiding, Van Nostrand Reinhold, New York.
  • Rabotić, B., (2010). Tourist Guides in Contemporary Tourism, International Conference on Tourism and Environment Sarajevo, Bosnia and Herzegovina, pp. 1-12.
  • Resmi Gazete, 22.06.2012. 6326 Sayılı “Turist Rehberliği Meslek Kanunu”.
  • Reynolds, W. H. (1985). The role of the consumer in image building. California Management Review, 7(3), 69-76.
  • Schmidt, C. J. (1979). The Guided Tour: Insulated Adventure. Journal of Contemporary Ethnography, Vol.7, No.4, pp. 441-467.
  • Timur, B. (2015). Termal Turizmde Hizmet Kalitesi Algılanan Destinasyon imajı ve Tekrar Ziyaret Niyeti Arasındaki İlişkilerin İncelenmesi, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Ana Bilim Dalı, Eskişehir Osmangazi Üniversitesi, Yayınlanmamış Yüksek Lisans Tezi.Ural, A., Kılıç, G. (2006). Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi. Ankara: Detay Yayıncılık.
  • Wang, K. C., Hsieh, A.T., Huan, T.C., (2000). Critical Service Features in Group Package Tour: An Exploratory Research. Tourism Management, 21, pp. 177-189
  • Whipple, T. W. and Sharon, V. (1988). Group Tour Management: Does Good Service Produce Satisfied Customers?, Journal of Travel Research, Vol.27, No.2, pp. 16-21.
  • Wong, A., (2001). Satisfaction with local tour guides in Hong Kong. Pacific Tourism Review, 5(1), pp. 59-67.
  • Yaraşlı, G. Y. (2007). Destinasyon İmajı ve Trabzon Yöresine Dönük Bir Çalışma, Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı, Başkent Üniversitesi, Yayınlanmamış Yüksek Lisans Tezi.
  • Zhang, H.Q. and Chow, I. (2004). Application of Importance-Performance Model in Tourguides’ Performance: Evidence from Mainland Chinese Outbound Visitors in Hong Kong, Tourism Management, Vol. 25, pp. 81-91.
There are 44 citations in total.

Details

Primary Language Turkish
Journal Section Original Research Articles
Authors

Mustafa Aksaray This is me

Alper Ateş 0000-0002-4347-7306

Publication Date April 30, 2019
Submission Date February 1, 2019
Published in Issue Year 2019

Cite

APA Aksaray, M., & Ateş, A. (2019). Turist Rehberlerinin Hizmet Kalitesinin Destinasyon İmajına Etkisi. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 22(1), 112-132. https://doi.org/10.29249/selcuksbmyd.520698

Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.