The Impact of The Level of Cultural Intelligence and Self-Efficacy Beliefs Of Tourist Guides On Service Encounter

The tourism sector is one of the sectors where the individuals from different cultures come together and communicate. The sector not only provides the opportunity for tourists to get to know the cultures of the host country, but also allows tourists to recognize their own culture. With reference to this exchange of culture, the tourist guides, who are the front-line players in the tourism industry, have important duties. Self-efficacy which is the belief in trusting themselves about carrying out the task they have to do and cultural intelligence which plays an important role in having the qualities of being able to understand, perceive and satisfy the needs and requests of individuals from different cultures and manage cultural differences effectively are very important concepts for the tour guides. The concepts of cultural intelligence and self-efficacy directly influence the services which are served by tour guides. In this research, it is aimed to determine the impact of the level of cultural intelligence and self-efficacy beliefs of tourist guides on service encounter. The data, obtained by survey method have been statistically analyzed and evaluated. The result of researh indicates that the participants have high levels of cultural intelligence and midlevel of self-efficacy. In this research, it has been found that there is a positively impact of cultural intelligence on self-efficacy; self-efficacy on cultural intelligence; cultural intelligence on service encounter and self-efficacy on service encounter