Turist Rehberlerinin Algılanan Marka Kişiliği, Turist Duyguları, Turist Memnuniyeti ve Turist Sadakati Arasındaki Yapısal İlişkilerin İncelenmesi
Investigation of The Structural Relations Between Tourist Guides' Perceived Brand Personality, Tourist Emotions, Tourist Satisfaction and Tourist Loyalty

Summary/Abstract: Tourist guides, one of the main persons of tourism activities, have an important role in the tourism sector. However, tourist guides are also in competition with each other in terms of the services they provide. Therefore, in order to be preferred in the sector, tourist guides must become brand persons. One of the most important components of the brand is the brand personality. Therefore, the main purpose of this study is to determine the brand personalities of tourist guides. At the same time, the structural relationships between the perceived brand personalities of the guides, tourist feelings, tourist satisfaction and tourist loyalty were examined after the tour. In the research, an online questionnaire was applied to domestic tourists who participated in the tour accompanied by a tourist guide at least once between April 15 and May 17. According to the findings of the study, which was answered by 431 participants; No effect of the brand personality of the guide on loyalty was found. However, on the satisfaction and tourist feelings of the brand personality of the guide; It has been concluded that tourist feelings have a significant and positive effect on satisfaction and loyalty, and satisfaction has a significant and positive effect on loyalty. In this study, it has been tried to reveal that the perceived brand personality of the guides is an important determinant of tourist loyalty and that the brand personality of the tourist guides should be developed.Keywords:

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