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THE IMPACT OF TOUR GUIDE'S PERFORMANCE ON TOURIST SATISFACTION AND DESTINATION LOYALTY: A STUDY ON FAR EASTERN TOURISTS
(Mehmet Akif Ersoy Univ, 2023) Kocoglu, Cenk Murat; Yildirim Kalem, Merve
This study was carried out to identify the effects of tourist guide performance on tourist satisfaction and destination loyalty. For this purpose, a survey was conducted with 405 Far Eastern tourists visiting Safranbolu with a guided tour. The data were analyzed in the SPSS program. Data were obtained about the demographic characteristics of tourists and their accommodation. Factor analysis, reliability analysis and regression analysis were performed. It was obtained that the tourist guide performance affect tourist satisfaction and destination loyalty positively. Among the sub-dimensions of tourist guide performance, the skills of tourist guides in introducing entertainment places is the skill that the most affect tourist satisfaction, and subsequently problem-solving skills have followed. Considering the sub -dimensions of tourist guide's performance, skills that affect the tourist's satisfaction are the skills of tourist guides in introducing entertainment places and their problem-solving skills. Furthermore, regarding the sub dimensions of tourist guide's performance, the skills of the tour guide that affect the destination loyalty are professional competence and interpersonal relations with tourists and also the skills in informing entertainment facilities.