The role of tour guide competency in the cultural tour experience: the case of Cappadocia

Abstract

PurposeThis study investigates to what extent the values perceived by tourists throughout cultural tours impact their overall satisfaction levels and behavioral intentions related to the destination. This study further examines the moderating role of tour guide competency in the relationship patterns concerned.Design/methodology/approachEmpirical data were collected via a survey from 420 foreign tourists who visited Cappadocia and participated in guided cultural tours. Partial least squares-structural equation modeling was used for data analysis.FindingsStudy results reveal that the effects of quality, emotional, monetary and social value perceptions of tourists gained through cultural tour experiences on their overall satisfaction levels and the effects of overall satisfaction on recommendation and revisit intention are positive and significant. Furthermore, the moderating role of tour guide competency is significant and positive in the relationships between quality value and satisfaction and between satisfaction and revisit intention.Originality/valueThis study offers a critical analysis of discoveries concerning the pivotal role of tour guide competency within the cultural tour experience.

E-Commerce’s Marketing Strategy to Increase Customer Preference and Satisfaction

“…Customer satisfaction is widely used in evaluating business performance Customer satisfaction is a generalized evaluation of a service based on the experience gathered during the provision of the service (Anderson, 1994). Satisfaction is the consumer's response to the assessment of the perceived difference between expectations and the result of consumption (Bayih & Singh, 2020;Kul et al, 2024). In this research, satisfaction is defined as customer satisfaction with a service.…”