It is possible to come across studies in the literature by using the content analysis technique for the websites of the enterprises serving in the tourism sector and various related sectors. However, such a study is not found on the websites of tourist guides, which have an important role in the tourism sector. The goal of this paper is to examine the personal websites of tourist guides operating in Turkey within the scope of web-based marketing and to compare them with the websites of tourist guides operating in Europe. Content analysis technique was used for the aim of the paper. Content analysis technique is among the qualitative research methods and can be used frequently by researchers. The websites of 16 tourist guides operating in Turkey and Europe and having their own websites were examined on the basis of 21 criteria. In consequence of the research, 4 main themes were obtained from the analysis based on 21 criteria. As a result of the examination, it was seen that at least 1 of the communication channels actively used in the personal websites of both local and foreign tourist guides were included. Moreover, it has been determined that there is a substantial deficiency in the absence of the second language option in examined websites. As a result of the research, it is predicted that the gap in the literature will be filled and it is thought that clues will be provided to potential-new tourist guides at the point of personal branding and web-based personalized marketing. The created websites make the job of tourist guides very easy on the way of personal branding. The main point here is that the tourist guide, who does his job well, transfers it to the website as it is and presents it to the customers. In addition, in order for websites to be used as more effective marketing tools, the site should be constantly updated, especially the activity calendar.