The Effect of The Ethical Behaviors of Tourist Guides on Tourist Satisfaction and Intention to Revisit

Abstract

This study aims to examine the impact of ethical and unethical behavior exhibited by tourist guides on tourist satisfaction and their intention to revisit. The study utilized a quantitative research method and the research universe consisted of tourists who visited the Cappadocia Region with the assistance of tourist guides. The research presents frequency and percentage results on demographic features, descriptive statistics on the scales, and reliability results. Normal distribution results, which are a prerequisite for correlation and regression analysis, were obtained. To test the hypothesis based on the model, the regression results were tabulated. The study found that the honesty and fairness of tourist guides have a positive effect on tourist satisfaction. However, the fulfillment of responsibilities and reliability of tourist guides do not have a significant impact on tourist satisfaction. Additionally, the research revealed that the reliability of tourist guides does affect tourists' intention to revisit.