THE MEASUREMENT OF THE PERCEIVED SERVICE QUALITY IN THE LOCAL TOURS CRITICAL INCIDENTS TECHNIQUE (CIT)
Work processes in tourism sector are performed by close relationships and interactions among the personnel and tourists. In the related literature, in spite of numerous studies about the personnel and tourists interactions in different fields of tourism sector, number of the research that investigates the interactions of the personnel and tourists in tours is still limited. The aim of the study is to attempt to determine by CIT, the satisfactory/dissatisfactory experiences of the tourists who joined local tours in Nevşehir. With this purpose, 184 critical incidents were collected by open-ended style questionnaire from tourists. These incidents were categorized as satisfactory and dissatisfactory critical incidents. In this way, it was attempted to measure the current quality conditions of the travel agencies in the region and to identify the service fault. The research resulted provide specific clues need to be taken into notice in order to improve service quality during the local tours.

Keywords
Service Quality, Critical Incident Technique, Package Tour, Individual Tour, Nevşehir.