The Effect of Guiding Styles on Memorable Tourism Experiences, Satisfaction and Intention to Recommend

Abstract

Tour guides are of pivotal importance within tourism sector, serving as essential intermediaries between tourists and the destination. The study aims to investigate the relationships between guiding styles, memorable tourism experiences, satisfaction, and intention to recommend. Despite the significance of the quiding styles of tour guides in shaping the tourist experienc3e, there is a paucity of research in this area. The study's methodology entailed the administration of questionnaires to a sample of domestic tourists over the age of 18 who had participated in guided tours between January and September 2024. A total of 401 questionnaires were deemed usable following a thorough data collection process that incorporated both face-to-face and online methodologies. The statistical package program was utilized to examine the available data, and regression analyses were implemented to ascertain the relationships between the variables. The results indicated that guiding styles have positive effects on memorable tourism experiences, satisfaction, and intention to recommend. On the other hand, memorable tourism experiences positively affect both tourist satisfaction and intention to recommend. Theoretical and managerial implications are provided.