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TURİST REHBERLERİNİN TURİZMDE DİJİTAL DÖNÜŞÜME YÖNELİK TUTUMLARI ÜZERİNDE MESLEKİ KAYGILARININ ETKİSİ

Paper ID: UTISGAD-10.2021.531.V3
Title: TURİST REHBERLERİNİN TURİZMDE DİJİTAL DÖNÜŞÜME YÖNELİK TUTUMLARI ÜZERİNDE MESLEKİ KAYGILARININ ETKİSİ
THE EFFECT OF OCCUPATIONAL ANXIETY ON TOURIST GUIDES’ ATTITUDES TOWARDS DIGITAL TRANSFORMATION in TOURISM
Author: Bilsen BİLGİLİ

ABSTRACT

With the age of Industry 4.0 following the digital age, there is a great digital transformation in the tourism industry as well as in all industries. Digital applications such as augmented reality and virtual reality have led to the emergence of discussions about losing the professional role of tourist guides. In this research, it is aimed to determine the professional concerns of tourist guides towards digital transformation in tourism. For this purpose, it is aimed to determine the factors related to the concerns of tourist guides by developing a scale based on the research conducted by Fuller (1969) to determine the professional concerns of teachers. The effect of occupational anxiety factors to be determined on attitudes towards digital transformation in tourism with the technology acceptance model is determined. In the research, first of all, the items within the scope of the service of the tourist guiding profession is determined by scanning the literature. Expressions of concern for digital tourism is developed with the semi-structured interview technique is made with tourist guides. The survey form to be created from this point of view was applied to tourist guides. Exploratory factor and regression analysis was applied to the data obtained from the questionnaires. The relationships between the determined factors and attitudes were tested with the regression analysis. According to the results of the research, suggestions is presented to determine the future roles of guides in digitalization in tourism and to develop strategies to prevent professional anxiety. The research has an original which deal with a current and very important issue by developing a scale.

Keywords: Digital Transformation in Tourism, Occupational Anxiety, Technology Acceptance Model, Tourist Guide.

JEL Codes: L83, M31, Z32