Roles of Professional Tourist Guides in the Transfer and Promotion of Cultural Values

Abstract

Tourist guides are an important ambassador in reflecting the image of the country. Tourist guides have a great influence on the transfer of cultural values. The aim of this study; The aim of this study is to determine to what extent the role of professional tourist guides in transferring cultural values ​​is decisive. The research population consists of professional tourist guides who have visited the province of Konya at least once and are actively working. The data were obtained from a total of 250 tourist guides between January and March 2022 by means of a survey. In the analysis of the data, Explanatory Factor Analysis, Independent Sample T-test, One-Way Analysis of Variance were used. As a result of the analysis, it has been determined that professional tourist guides have an active role in the transfer of cultural values. In the analyzes of demographic characteristics, it was observed that there was a differentiation according to age in all three dimensions of the transfer of cultural values. It has been observed that there is a differentiation in the dimension of transferring cultural values ​​by the tourist guides of the education factor, which is another demographic characteristic. It has been observed that there is a differentiation in the dimension of transferring cultural values ​​of professional experiences of tourist guides.