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Anna Lindh Foundation

Examining the Levels of Intercultural Sensitivity of Tourist Guides
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Author: Arş. Gör. Yakup ERDOĞAN, Prof. Dr. Canan TANRISEVER
Publisher: Journal of Tour Guiding (JOTOG)
Year of Publication: 2025
Abstract

This study aims to examine the intercultural sensitivity levels of active tour guides working in the Central Anatolia and Western Black Sea Regions in terms of age and gender. In an era shaped by globalization, intercultural sensitivity has become a key determinant of service quality, tourist satisfaction, and effective cultural interaction in tourism. By analyzing demographic differences in intercultural sensitivity, the study seeks to contribute to both the academic literature and practical discussions in the field of tourism guiding.

A quantitative research design was employed. Data were collected from 352 active tour guides, selected from a population of 13,638 guides registered with TUREB, using the 24-item Intercultural Sensitivity Scale (ISS) developed by Chen and Starosta (2000). Surveys were conducted online and face-to-face between November and December 2024. Reliability analysis indicated strong internal consistency (Cronbach’s Alpha = 0.853). Statistical analyses included normality tests (skewness and kurtosis), independent samples t-test, one-way ANOVA, and Tukey’s post-hoc test.

Findings revealed significant differences in intercultural sensitivity levels based on age. Guides under the age of 25 demonstrated higher sensitivity levels compared to other age groups, while those aged 50 and above exhibited the lowest levels. No statistically significant difference was found between male and female guides.

This study is among the limited research examining intercultural sensitivity of tour guides in Turkey within a demographic framework. The higher sensitivity observed among younger guides, potentially influenced by globalization and digital media exposure, provides valuable academic and sectoral insights. The study highlights the importance of integrating intercultural sensitivity into guide training, professional development programs, and certification criteria. However, the findings are limited to two regions and a specific data collection period.

Countries

Turkiye

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