The effect of tour guiding styles and empathic tendency on service orientation and problem solving skills: An application on tourist guides

The purpose of this study is to determine the effect of tour guiding styles and empathic tendency on service orientation and problem solving skills. In the study, firstly, a theoretical framework was created regarding tour guiding styles, empathic tendency, service orientation and problem solving skills. In the application phase, survey was used as a data collection technique. The population of research consists of people working as active tourist guides in Turkey. The study used a stepwise sampling method and reached 423 active tourist guides. In the analysis of the obtained data, percentage and frequency, arithmetic mean, standard deviation, factor analysis, reliability analysis, t test, variance analysis (ANOVA), correlation and regression analyses were used. It was concluded that the participants' tour guiding style application levels, empathic tendency, service propensity levels and problem solving skills were high. As a result of the findings, it was determined that the level of application of tour guiding styles had a significant effect on service orientation and problem solving skills. In addition, it was concluded that empathic tendency had a significant effect on service orientation and problem solving skills. It was concluded that there is a positive, moderate and significant relationship between the level of application of guidance styles and empathic tendency. It was also determined that there is a positive, moderate and significant relationship between service propensity and problem solving skills. When the literature review on the subject is made, there is no study that addresses tour guiding styles, empathic tendency, service orientation and problem solving skills together. In this context, it is thought that the study will contribute to both the relevant literature and relevant individuals and institutions/organizations. In line with the data obtained from the study, suggestions were made to tourist guides, travel agencies, educational institutions and researchers who will conduct studies on the subject in the future.