The effect of tourist guide performance on memorable tourism experiences and revisit intention

Abstract

Tourist guides undertake many versatile roles as a requirement of their profession. The realisation of these roles also affects the performance of the guide. Findings obtained from empirical evidence on the effects of the tour guide's performance on memorable tourism experiences and the intention to revisit the Cappadocia region shed light on the importance of these elements on each other. Accordingly, the primary purposes of this research are to measure the effect of tourist guides' performance on memorable tourism experiences and the impact of memorable tourism experiences on revisit intention (RVI). For these purposes, the survey technique obtained data from 569 domestic and foreign tourists who participated in guided tours in the Cappadocia region. According to the results of the research, it has been observed that the performance of the tourist guide influences the memorable tourism experience, and the memorable tourism experience affects RVI. In light of the results, suggestions to tourism stakeholders and researchers are listed.