The Relationship Between Perceived Value, Flow Experience and Behavioral Intention in Guided Tours: The Case of Gallipoli Historic Site

Abstract

Tourist guidance is one of the multi-faceted professions of the sector and it is based on human relations. The tour guides not only introduce the visited region, but also provide their guests with some feelings about the tour experience with the service they provide. As a matter of fact, it is known that the opportunity to have a pleasant time is among the important factors in the preference of guided tours. In this way, people are satisfied and feel happy about the service they receive. Tourism is also closely related to positive psychology as it is defined as a social and leisurely phenomenon that people initiated in search of happiness. The aim of this study was to determine the relationship between perceived value, flow experience and behavioral intention in guided tours. In this context, data were collected from 396 local tourists who visited The Gallipoli Historic Site accompanied with a tour guide. In line with the analysis of the data obtained from the participants, it was determined that the perceived value, flow experience and behavioral intentions of the guests in the guided tour affected one another. It was observed that the flow experience of the guests was shaped by the values they perceived regarding their experience and that they exhibited positive behavioral intentions regarding this experience as a result of a happy experience.