Turist Rehberlerinin Mesleki Performansının Turistlerin Memnuniyetine Etkisi

Öz

Turizm sektörünün en önemli işgörenleri arasında yer alan turist rehberleri (TR) turist memnuniyetinde oldukça önemli bir role sahiptir. Yabancı literatürde TR’lerin performans kriterleri ve turist memnuniyetine olan etkisi birçok çalışmaya konu olurken; Türkçe literatürde sınırlı sayıda çalışmaya rastlanmıştır. Özellikle Efes Antik Kenti gibi her yıl milyonlarca turist tarafından ziyaret edilen yerlerde verilen rehberlik hizmetinin değerlendirilmesi sürekli değişen pazar beklentilerinin karşılanabilmesi için bir gerekliliktir. Bu kapsam doğrultusunda çalışmanın amacı, TR’lerin performansının turistlerin memnuniyetine olan etkisini ortaya koymaktır. Araştırmada nicel araştırma yöntemlerinden anket tekniği kullanılmıştır. Araştırmanın evrenini Efes’i Temmuz-Eylül 2021 arasında ziyaret eden yerli turistler oluşturmaktadır. Örneklem olarak olasılıklı olmayan örnekleme yöntemlerinden kolay örnekleme yöntemi tercih edilmiştir ve toplam 399 veri toplanmıştır. Elde edilen veri, en küçük kareler yöntemi ve yapısal eşitlik modellemesi ile analiz edilmiştir. Analiz sonucuna göre TR’lerin eğlence tanıtma becerisi, görünüşü, problem çözme becerisi ve örgütsel becerisi, yerli turistlerin memnuniyetini anlamlı ve olumlu yönde etkilemektedir. TR’lerin empati becerisi, mesleki yeterliliği ve iletişim becerileri yerli turist beklentilerinin altında kalmıştır. Anahtar Kelimeler: Turist Rehberi, Turist Memnuniyeti, Efes Antik Kenti JEL Sınıflandırması: L83

Anahtar Kelimeler

• Profesyonel turist rehberi
• memnuniyet
• yapısal eşitlik modeli

The Effect of Professional Performance of Tourist Guides on Satisfaction of Domestic Tourists

Öz

Tourist guides (TGs), who are among the most important employees of the tourism sector, have a very important role in tourist satisfaction. While the effect of TRs on performance criteria and tourist satisfaction in foreign literature is the subject of many studies; a limited number of studies were found in the Turkish literature.Evaluation of the guidance service provided in places visited by millions of tourists every year, such as the Ancient City of Ephesus, is a necessity in order to meet the ever-changing market expectations. In line with this scope, the aim of the study is to reveal the effect of the performance of TRs on the satisfaction of tourists. Questionnaire technique, one of the quantitative research methods, was used in the study. The population of the research consists of domestic tourists visiting Ephesus between July and September 2021. As a sample, the easy sampling method, which is one of the non-probabilistic sampling methods, was preferred and a total of 399 data were collected. The obtained data were analyzed by the least squares method and and structural equation modeling. According to the results of the analysis, entertainment introduction skill, appearance, problem solving skills and organizational skills of TRs affect the satisfaction of domestic tourists in a meaningful and positive way. Empathy, professional competence and communication skills of TGs remained below the expectations of domestic tourists. Key Words: Tourist Guide, Tourist Satisfaction, Ephesus Ancient City JEL Classification: L83

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