From Tour Guide Narratives to Destination Loyalty: The Role of Perceived Flow and Tourist Satisfaction

The emotional and cognitive processes experienced by visitors have become key determinants of destination competitiveness in tourism. In this context, tourist guides are not merely information providers but crucial actors who interpret and enrich the overall experience. The aim of this study is to examine the effects of tourist guide narration on perceived flow, tourist satisfaction, and destination loyalty within an integrated research model. The research was conducted with 492 domestic tourists who visited the Çanakkale Martyrs' Memorial and Battlefields in Çanakkale through guided tours. The findings indicate that guide narration enhances tourists' concentration and immersion, thereby strengthening the flow experience and significantly increasing tourist satisfaction. The study contributes to the literature by providing a holistic model that explains how guide narration shapes tourist experiences and behavioral outcomes.