Determining the Personal Image of Tourist Guides

Abstract

The purpose of this research is to determine the perceptions of tourist guides regarding their personal images. In line with this objective, interviews were conducted with tourist guides and tourists participating in guided tours to identify both the desired and the current perceived image elements of tourist guides. The data was collected through face-to-face interviews using a semistructured interview form, which is a qualitative research method. Data was obtained through interviews conducted with 16 tourists and 15 tourist guides between July 10 and August 20, 2022. Descriptive analysis was applied to interpret the obtained data, and the study was shaped around various emerging themes. According to the findings, it was determined that the personal images of tourist guides were generally evaluated positively. However, when looking at the responses given by the participants, it was observed that some image elements considered important by tourists were not considered as important by tourist guides. When the desired and perceived image elements were considered together in the study, it is believed that points contributing to the development of the personal images of tourist guides were identified.