Tour guide performance through the eyes of tourists: An analysis of user-generated reviews on Expedia

Neşe Yılmaz; Aybüke Özsoy; Nilgün Demirel İli

doi:10.31822/jomat.2025-10-1-65

TR EN

Turistlerin gözünden tur rehberi performansı: Expedia'da kullanıcı tarafından oluşturulan yorumların analizi

Öz

Bu araştırma, tur rehberlerinin genel tur deneyimi üzerindeki etkisini değerlendirmeyi ve tur rehberi performansını ölçerek turistler için destinasyon deneyimini iyileştirmeyi amaçlamaktadır. Araştırma deseni olarak nitel araştırmanın durum çalışması ve web içerik analizi yöntemi uygulanmıştır. Analiz, tur rehberleri ile ilgili 260 yoruma dayalı olarak gerçekleştirilmiştir. Yorumlar okunarak belirlenen 2 ana tema (kişilik özellikleri ve rehberlik becerileri) ve 18 alt temaya göre içerik analizi yapılmıştır. Analizde kelime bulutları, kelime frekansları, tema ve alt tema frekansları ve yüzdelerden yararlanılmıştır. İçerik analizi, tur rehberlerinin kapsamlı mesleki bilgiye sahip olduklarını, turistlere karşı güler yüzlü ve yardımsever olduklarını ve ayrıca konuştukları dilde yetkin olduklarını ve bunun da daha tatmin edici bir tur deneyimine katkıda bulunduğunu göstermiştir. Araştırma, tur rehberlerinin davranışlarının genel tur deneyimi üzerindeki önemli etkisini ve turistler için destinasyon deneyimini geliştirmek için performanslarının ölçülmesinin önemini vurgulamakta ve bunu başarmak için Expedia'da Kullanıcı Tarafından Oluşturulan İçeriğin (UGC) kullanımını araştırmaktadır.

Anahtar Kelimeler

Rehberli turlar , Tur rehberleri , Ugc , Expedia , Kapadokya , Nitel araştırma

Tour guide performance through the eyes of tourists: An analysis of user-generated reviews on Expedia

Abstract

This research aims to evaluate the impact of tour guides on the overall tour experience and to improve the destination experience for tourists by measuring tour guide performance. As a research pattern, a case study of qualitative research and web content analysis method was applied in the study. The analysis was conducted based on 260 comments related to tour guides. Content analysis was conducted according to 2 main themes (personality traits and guiding skills) and 18 sub-themes determined by reading the comments. Word clouds, word frequencies, theme and sub-theme frequencies, and percentages were utilized in the analysis. The content analysis showed that tour guides had comprehensive professional knowledge, were friendly and helpful towards tourists, and were also proficient in the language they spoke, which in turn contributed to a more satisfying tour experience. The research highlights the significant impact of tour guides' behavior on the overall tour experience and the importance of measuring their performance to enhance the destination experience for tourists and explores the use of User Generated Content (UGC) on Expedia to achieve this.

Keywords

Guided Tours , Tourist Guides , User Generated Content (UGC) , Expedia

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Neşe Yılmaz
0000-0003-0168-2907
Türkiye

Aybüke Özsoy ^*
0000-0001-6906-5679
Türkiye

Nilgün Demirel İli
0000-0003-2407-9932
Türkiye

Early Pub Date

January 6, 2025

Publication Date

April 8, 2025

Submission Date

November 22, 2023

Acceptance Date

January 4, 2025

Published in Issue

Year 2025 Volume: 10 Number: 1

DOI

https://doi.org/10.31822/jomat.2025-10-1-65

IZ

https://izlik.org/JA29TK62CK

APA

Yılmaz, N., Özsoy, A., & Demirel İli, N. (2025). Tour guide performance through the eyes of tourists: An analysis of user-generated reviews on Expedia. Journal of Multidisciplinary Academic Tourism, 10(1), 65-78. https://doi.org/10.31822/jomat.2025-10-1-65

All the contents of this journal are licensed under a Creative Commons Attribution (CC-BY) 4.0 License (From September 2022) and available as full open access.

Turistlerin gözünden tur rehberi performansı: Expedia'da kullanıcı tarafından oluşturulan yorumların analizi

Öz

Anahtar Kelimeler

Tour guide performance through the eyes of tourists: An analysis of user-generated reviews on Expedia

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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