Turist Rehberi Seçiminin Analitik Hiyerarşi Süreci ile belirlenmesi: Tripadvisor Örneği (Determination of Tourist Guide Selection by Analytical Hierarchy Process: The Case of Tripadvisor)
DOI:
https://doi.org/10.21325/jotags.2020.618Keywords:
Tourist guide, Social media, Analytical hierarchy process, TripadvisorAbstract
Tripadvisor is one of the most well- known platform in travel industry. It provides facility for evaluation of service given and alternatives to its users by comments made before going to destination. Tripadvisor is also used for selection of tourist guide which is one of the main factors of good/ satisfactory holiday experience. Nevertheless, due to abundance of data and alternatives with combination of different criteria, tourist’s selection process becomes complicated/ harder. In this context, the aim of this study is to facilitate selection of the ideal tourist guide who has an account on Tripadvisor by using Analytic Hierarchy Process, one of the multi criteria decision making methods. In the meantime, it has been objected to raise awareness in tourist guides to use Tripadvisor as marketing tool and consumers about criteria that they should take into account while selecting tourist guides. It is thought that the study is important for tourists in terms of selecting guides from online systems. In addition, the fact that the guides develop a self-guided study in terms of the determined criteria also reveals the importance of the study. In conclusion, while being knowledgeable, friendly, and organized are perceived as the main characteristics of a guide, being punctual, professional, patient and helpful are observed as the factors that make difference. According to these results, tourist guides who give services to groups or individual travelers, should heed these criteria and develop behaviors that include these criteria in order to increase their service quality.
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