The effect of tourist guides' performances on the development of the tourism sector: An application

This thesis investigates the impact of tourist guides' performance on the development of the tourism sector, using the case of Konya, Turkey. The study employs both theoretical literature analysis and a quantitative field research approach. The primary objective is to evaluate how tourist guides' personal and professional competencies, service quality, and performance levels influence tourist satisfaction, destination image, revisit intention, and ultimately, the sustainable development of the tourism sector. The research sample consists of 715 foreign tourists who participated in guided package tours to Konya during the 2023–2024 tourism season. Data were collected through a structured questionnaire and analysed using SPSS statistical software. The results indicate that all developed hypotheses were confirmed and statistically significant positive correlations were identified. Findings reveal that tourist guides are perceived very positively in terms of their personal and professional attributes. Most participants described guides as trustworthy, knowledgeable, ethical, and effective communicators. Moreover, guides' helpfulness, crisis management skills, cultural intelligence, and creative narrative styles were highlighted as key factors enhancing the overall tourist experience. The study also demonstrates that the performance of tourist guides significantly influences both tourist satisfaction and destination image. Furthermore, the high quality of guiding services was found to have a strong effect on tourists' intentions to revisit the destination and recommend it to others. These results underline the multifaceted role of tourist guides as not only providers of information, but also as cultural ambassadors and vital actors in the sustainable development of tourism. In conclusion, the profession of tourist guiding holds strategic importance for the success of the tourism industry and its competitiveness in the global market. Enhancing the quality standards of guiding services, supporting the professional development of guides, and fostering collaboration among tourism stakeholders are essential for the establishment of a sustainable and high-quality tourism model.