FINANCIAL MANAGEMENT BEHAVIORS OF TOURIST GUIDES AFTER THE PANDEMIC (COVID-19): THE CASE OF TURKEY

This study investigates the impact of the Covid-19 pandemic on the financial management behaviors of tourist guides, an occupational group characterized by financial vulnerability due to irregular income and high sensitivity to external shocks. The primary aim was to assess post-pandemic behavioral changes in guides who suffered severe income losses (80-100%). Employing quantitative methods, this study adopts Dew and Xiao's (2011) four-dimensional financial behavior model. An online survey administered to active tourist guides across Turkey yielded 428 valid responses, which were analyzed via factor analysis, t-tests, and ANOVA. The findings indicate that financial behaviors cluster into four dimensions: cash, credit, savings/investment, and insurance management. Although the guides demonstrated strong cash management, their insurance management scores were notably low. Furthermore, male and married participants had higher financial behavior scores. Savings and investment propensities were positively correlated with age, professional experience, and income level. Notably, 35% of guides sought alternative income sources post-pandemic, and 30.8% increased their savings and investment efforts. These findings suggest that the pandemic compelled guides to prioritize financial risk management and income diversification, highlighting the need for policies and support programs to enhance their financial literacy.