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1 – 5 of 5Alfonso Morvillo, Alessandra Marasco, Marcella De Martino and Alice H.Y. Hon
Alessandra Marasco, Marcella De Martino, Alfonso Morvillo and Cihan Cobanoglu
Erdim Kul, Bekir Bora Dedeoğlu, Fulden Nuray Küçükergin, Marcella De Martino and Fevzi Okumus
This study investigates to what extent the values perceived by tourists throughout cultural tours impact their overall satisfaction levels and behavioral intentions related to the…
Abstract
Purpose
This study investigates to what extent the values perceived by tourists throughout cultural tours impact their overall satisfaction levels and behavioral intentions related to the destination. This study further examines the moderating role of tour guide competency in the relationship patterns concerned.
Design/methodology/approach
Empirical data were collected via a survey from 420 foreign tourists who visited Cappadocia and participated in guided cultural tours. Partial least squares-structural equation modeling was used for data analysis.
Findings
Study results reveal that the effects of quality, emotional, monetary and social value perceptions of tourists gained through cultural tour experiences on their overall satisfaction levels and the effects of overall satisfaction on recommendation and revisit intention are positive and significant. Furthermore, the moderating role of tour guide competency is significant and positive in the relationships between quality value and satisfaction and between satisfaction and revisit intention.
Originality/value
This study offers a critical analysis of discoveries concerning the pivotal role of tour guide competency within the cultural tour experience.
Details
Keywords
Marcella De Martino, Alfonso Morvillo and Giuseppe Giordano