The Effect of Guide Humor on Participation

Abstract

This study aims to explore the relationships among guide humor

tourist participation

memorable tourism experiences

and perceived value. Convenience sampling was used to collect data from individuals over the age of 18 who had participated in guided tours within the last five years. A total of 399 surveys were collected both in person and online. Missing values were imputed to the data. Three surveys containing outliers were removed from the dataset. Analysis continued with the remaining 396 surveys. Skewness and kurtosis were calculated to determine whether the data conformed to the normal distribution assumption. Confirmatory Factor Analysis (CFA) was then used to design a measurement model to test the reliability and validity of the variables in the model. Descriptive statistics were used in the study

and Structural Equation Modeling (SEM) was used to test the research hypotheses. The analyses revealed that all hypotheses were supported. Accordingly

it was determined that guide humor positively influenced tourist participation and perceived value. Furthermore

it was concluded that tourist participation positively influenced memorable tourism experiences and perceived value. The study also found that memorable tourism experiences have a positive impact on perceived value. When the indirect effects in the model established for the research purpose were examined

it was determined that both tourist participation and memorable tourism experiences mediated the effects of guide humor and perceived value. This study

which investigates the effects of guide humor on memorable tourism experiences

tourist participation

and perceived value

is believed to contribute to a gap in the literature.