PERCEPTION OF VALUE CREATED BY TOURIST GUIDES IN ART-THEMED TOURS
Keywords:Tourist Guiding, Art Tourism, Art Tours, Value Creation
In this research, it is aimed to determine the effect of tourist guides on creating customer value in art-themed tours. In the research, which was carried out with qualitative research methods, interviews were conducted with tourists and guides. In the process of obtaining the data, it was based on reaching the views of the tourist guides who directed the art tour and the tourists who participated in these tours. The sample reached by snowball sampling method was interviewed via telephone between 20.02.2022-01-03.2022. With the research findings, the perceived value of the guides and tourists about the art tours was determined. Although the contribution of the guides to the perceived value in the eyes of the tourists was determined positively, it was stated by the tourist participants that the transfer of information about the content of the art tours was insufficient. In line with the findings, it has been proposed to be an area of expertise in tourist guiding under the name of art tours and biennial tours. Suggestions were also developed on how to program and manage a good art tour.
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