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Bir destinasyonu ziyaret eden turistlerinin destinasyon-dan zihinlerinde olumlu bir imajla memnun ayrılması destinasyonun rekabet üstünlüğü sağlamasında önemli bir unsurdur. Bu memnuniyeti sağlayanlardan biri de destinasyonda turistlere ziyaretleri sırasında eşlik eden turist rehberinin hizmetleridir. Bu çalışmanın amacı, turist rehberinin performansının destinasyon imajına etkisi ve etik davranışlarının bu ilişkideki düzenleyici rolünün ortaya konulmasıdır. Nicel bir araştırma olarak tasarlanan bu çalışmanın verileri Nevşehir ilini ziyaret eden yerli ve yabancı 438 turiste uygulanan anket tekniği ile elde edilmiştir. Araştırma sonucunda turist rehberinin performansının destinasyon imajına etkisi olduğu bulgu-su elde edilmiştir. Aynı zamanda, turist rehberinin etik davranışlarından “dürüstlük” ve “güvenilirlik” boyutları-nın bu ilişkide düzenleyici etkiye sahip olduğu, “mesleki sorumluluk” ve “adil olma” boyutlarının ise düzenleyici etkisinin olmadığı sonucuna ulaşılmıştır. Son olarak, elde edilen bulgular doğrultusunda gerek turist rehberlerine gerekse turist rehberi yetiştiren eğitim kurumlarına birtakım önerilerde bulunulmuştur.
The satisfaction of tourists visiting a destination with a positive image in their minds is an important element in ensuring the competitive superiority of the destination. One of those that provide this satisfaction is the services of the tourist guide that accompanies tourists during their visits to the destination. The purpose of this study is to reveal the impact of the performance of the tourist guide on the destination image and the regulatory role of ethical behavior in this relationship. The data of this study, designed as a Nicel study, were obtained by the survey technique applied to 438 domestic and foreign tourists visiting the Nevşehir province. The research has found that the performance of the tourist guide has an impact on the destination image. At the same time, the ethical behavior of the tourist guide has also concluded that the dimensions of "honesty" and "trust" have a regulatory effect in this relationship, and the dimensions of "professional responsibility" and "fairness" have no regulatory effect. Finally, according to the findings obtained, a number of recommendations have been made to the educational institutions that educate tourist guides.
Ensuring that tourists leave the destination with a posi-tive image in their mind and as satisfied is an important factor for achieving competitive advantage. One of the satisfaction of this is the services of the tourist guides accompanying the tourists during their visit to the desti-nation. The aim of this study is to determine the impact of the performance of tourist guides on destination image and the moderating role of ethical behaviors in this relationship. The data of this study, which was designed as a quantitative research, was obtained by using the questionnaire technique applied to 438 domestic and foreign tourists visiting Nevsehir province. In the results of the study, it was concluded that the performance of the tourist guide had an effect on destination image. At the same time, it was concluded that the “honesty” and “reliability” dimensions of the ethical behavior of the tourist guides had a moderating role in this relationship, while the dimensions of “professional responsibility” and “fairness” did not have a moderating role. Finally, based on the findings, some suggestions have been made to the tourist guides and the educational institutions that train the tourist guides.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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