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Bir destinasyonu ziyaret eden turistin destinasyondan zihninde olumlu bir imajla memnun ayrılması, destinasyonun rekabet üstünlüğü sağlamasında önemli bir unsurdur. Turistlerin destinasyondan memnun ayrılmasını sağlayan pek çok faktör vardır. Turist memnuniyetini etkileyen faktörlerden biri de destinasyonda turistlere ziyaretleri sırasında eşlik eden turist rehberlerinin hizmetleridir. Turist rehberlerinin tur süresince sergilemiş olduğu etik davranışlar, turistlerin destinasyona karşı olumlu ya da olumsuz bir imaj oluşturmalarını etkilemektedir. Çalışmanın amacı, turist rehberlerinin etik davranışlarının destinasyon imajına etkisini ortaya koymaktır. Bu amaçla kuramsal bir model oluşturulmuş ve araştırma hipotezleri geliştirilmiştir. Kapsamlı bir literatür taraması sonucunda oluşturulan anket formu, Kapadokya’yı ziyaret eden yerli ve yabancı 438 turiste uygulanmıştır. Araştırmada turistlerin sosyo-demografik özelliklerinin ve ölçek maddelerinin değerlendirilmesine ilişkin Frekans Dağılımı Analizi, ölçeğin maddelerini gruplandırmak için açıklayıcı Faktör Analizi, ölçeklerin geçerliliğini ortaya koymak için Doğrulayıcı Faktör Analizi ve etkiyi belirlemek için Regresyon Analizi gibi istatistiksel analiz yöntemleri kullanılmıştır. Araştırma sonucunda turist rehberlerinin etik davranışlarını oluşturan “güvenilirlik”, “mesleki sorumluluk” ve “adil olma” boyutlarının, destinasyonun “bilişsel imajına”, bununla birlikte “güvenilirlik” ve “adil olma” boyutlarının da “duyuşsal imajına” anlamlı bir etkisi olduğu bulgusu elde edilmiştir. Elde edilen bu bulgular doğrultusunda turist rehberinin güvenilir, mesleki sorumluluk sahibi ve adil olmasının destinasyon imajını etkilediği sonucuna ulaşılmıştır.
The satisfaction of a tourist visiting a destination with a positive image in his mind is an important element in ensuring the destination’s competitive superiority. There are many factors that make tourists happy with their destination. One of the factors affecting tourist satisfaction is the services of tourist guides that accompany tourists during their visits to the destination. The ethical behavior showed by tourist guides during the tour affects tourists to create a positive or negative image of the destination. The aim of the study is to reveal the impact of the ethical behavior of tourist guides on the destination image. For this purpose a theoretical model has been created and research hypotheses have been developed. The survey form, created as a result of a comprehensive literary survey, was applied to 438 domestic and foreign tourists who visited Capadocia. The study used statistical analysis methods such as Frequency Distribution Analysis on the assessment of tourists’ socio-demographic characteristics and scale substances, Explanatory Factor Analysis to group scale substances, Verifying Factor Analysis to reveal the validity of scales and Regression Analysis to determine the effect. The study found that the dimensions of “servability”, “professional responsibility” and “fairness” which form the ethical behavior of tourist guides have a meaningful impact on the “cognitive image” of the destination, while the dimensions of “servability” and “fairness” also have a meaningful impact on the “emotional image”. According to these findings, the conclusion has been that the reliable, professional responsibility and fairness of the tourist guide affects the destination image.
Ensuring that a tourist leave the destination with a positive image in her/his mind and as satisfied is an important factor for achieving competitive advantage. There are many factors that make tourists leave satisfied with destinations. One of these factors is the services of the tourist guides accompanying the tourists during their visit to the destination. The ethical behaviour of tourist guides during the tour affects tourists’ development of positive or negative image perception of the destination. The aim of this study is to reveal the effect of tourist guides' ethical behaviour on destination image. With this end in view, a theoretical model has been created and research hypotheses have been developed. The questionnaire form, which was developed as a result of a comprehensive literature review, was applied to 438 domestic and foreign tourists visiting Cappadocia. In this research, statistical analysis methods such as frequency distribution analysis for the assessment of the tourists’ socio-demographic characteristics and scale items, explanatory factor analysis for grouping the items of the scale, confirmatory factor analysis for determining the validity of the scales, regression analysis to determine the effect were used. In the results of the study, it was concluded that the “reliability”, “professional responsibility” and “fairness” dimensions that constitute the ethical behaviour of the tourist guides had a significant effect on “cognitive image” and however, “reliability” and “fairness” dimensions had a significant effect on “affective image” of the destination. Finally, based on the findings, it is concluded that the tourist guide being reliable, professionally responsible and fair affects the destination image.
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