THE INFLUENCE OF PERCEIVED QUALITY OF SERVICE OF TOURIST GUIDES ON THE BEHAVIORAL INTENTIONS: EXAMPLE OF ÇANAKKALE

Abstract

Tourist guides are considered as one of the most important stakeholders in the tourism sector. Tourist guides have important duties both in terms of the development of the sector and in determining the quality of the service that tourists receive. In addition to the contribution of tourist guides to the promotion of the country, it is seen that they can directly affect the image of the country and destination. The problem of this research is the possibility that the quality of the guidance services provided by the tourist guides may negatively affect their intentions to revisit the destination or repurchase the guidance services as a result of the negative perception of the tourists. Therefore, the aim of this study is to determine the effect of perceived service quality of tourist guides on the behavioral intensions of tourists. The target group of the study is the local tourists who participated in the tours accompanied by a tour guide in the province of Çanakkale. A total of 435 valid questionnaires collected by easy sampling method were analyzed due to incomplete filling and inattentive responses. As a result of the evaluation and analysis; It is concluded that perceived service quality of tourist guides has an positive effect on behavioral intentions.