Paylaşım Ekonomisi Platformu ToursByLocals’daki Turist Rehberlerine Yönelik Müşteri Deneyimlerinin Değerlendirilmesi

Öz

Paylaşım ekonomisi, turizm sektöründe önemli bir dönüşümü tetikleyerek seyahat edenlerin tercihlerini, seyahat paylaşımlarını ve konaklama biçimlerini etkileyerek turizm endüstrisinde yeni fırsatlar ortaya çıkarmıştır. ToursByLocals, GetYourGuide ve ShowAround gibi dijital platformlar, turist rehberliği hizmetleri sunan tanınmış paylaşım ekonomisi örnekleridir. Özellikle ToursByLocals, turistlere turist rehberleri ile doğrudan etkileşim kurma ve onların perspektifinden bir destinasyonu deneyimleme imkânı sunarak kişiselleştirilmiş ve kültürel olarak zengin bir seyahat deneyimi sağlamaktadır. Bu çalışmanın amacı, ToursByLocals platformundaki eylemli turist rehberlerine yönelik çevrim içi yorumları inceleyerek, turist rehberleriyle ilgili deneyimlerin değerlendirilmesidir. Nitel araştırma yönteminin benimsendiği bu çalışmada, Eylül 2010 - Ağustos 2024 tarihleri arasında İstanbul'da hizmet veren turist rehberlerine yönelik gerçekleştirilen 3565 çevrim içi yorum incelenmiştir. Yorumlara kod numaraları verilmiş ve tümdengelimsel tematik analiz yöntemi kullanılarak, bilgi, beceri, kişisel özellikler, tutum ve davranış ile üstün performans olmak üzere yetkinliğin beş temel unsuru çalışmanın kategorileri olarak belirlenmiştir. Çalışma sonucunda, turist rehberlerine yönelik en fazla yorumun bilgi kategorisi altında toplandığı tespit edilmiştir. Araştırma bulguları arasında; eğlenceli anlatım, sıcakkanlılık, esneklik, kişiselleştirilmiş rehberlik hizmeti ve geleneksel yiyecek-içecek deneyimini teşvik etme gibi öne çıkan özellikler dikkat çekmektedir. Araştırma bulgularının turist rehberliği eğitimi ve turist rehberlerinin profesyonel gelişimleri için önemli bir bakış açısı sunması beklenmektedir.

Anahtar Kelimeler

• Paylaşım Ekonomisi
• Toursbylocals
• Tur Deneyimi
• Turist Rehberi
• Yetkinlik

Evaluation of Customer Experiences for Tour Guides on the Sharing Economy Platform ToursByLocals

Öz

The sharing economy has triggered a significant transformation in the tourism industry, creating new opportunities for preferences, travel sharing, and accommodation patterns. Digital platforms such as ToursByLocals, GetYourGuide, and ShowAround are well-known examples of the sharing economy that offer tourist guidance services. ToursByLocals, in particular, allows to interact directly with tour guides and experience a destination from their perspective, providing a personalised and culturally rich travel experience. This study aims to evaluate the experiences with tour guides by analyzing online comments about the active tour guides on the ToursByLocals platform. In this qualitative study, 3,565 online reviews about tour guides serving in Istanbul between September 2010 and August 2024 were analyzed and translated into Turkish. The comments were assigned code numbers, and five basic elements of competency, namely, knowledge, skills, personal characteristics, attitude-behaviour, and superior performance, were identified as the themes of the study using a deductive thematic analysis method. As a result of the study, it was found that the majority of comments about tour guides were clustered under the category of knowledge. Among the notable findings were engaging and humorous narration, warm and friendly demeanor, flexibility, personalized guiding services, and the encouragement of traditional food and beverage experiences. These findings are expected to provide valuable insights for tour guide training and the professional development of tour guides.

Anahtar Kelimeler

• Sharing economy
• Toursbylocals
• Tour Experience
• Tour Guide
• Competency

Kaynakça

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