Unutulmaz Turizm Deneyimi, Müşteri Memnuniyeti, Tekrar Ziyaret ve Tavsiye Etme Niyeti Arasındaki İlişkiler: Kapadokya Bölgesini Ziyaret Eden Turistlere Yönelik Araştırma

Abstract

People gain various experiences during their touristic travels. Tourists participate in many activities in the process of touristic experience, see touristic products, perform various activities, get to know new places and acquire information about different local cultures and renew themselves mentally and physically. If the tourists are satisfied with their experiences, the satisfaction they experienced may remain in their minds and makes them happy as an unforgettable experience. Therefore, a positive and unforgettable tourism experience has a significant impact on satisfaction. This study aimed to measure the impact of memorable tourism experiences of tourists in Cappadocia region on satisfaction, and on the re-visiting the area and recommending behaviors. For this purpose, 8 hypotheses have been developed. Questionnaire technique, one of the quantitative research methods, was used to test the hypotheses. The data obtained were analyzed with the Smart PLS 3.0 package program. According to the results of the analysis, it has been determined that the unforgettable tourism experience affects satisfaction positively on the dimensions of renewal, hedonism, innovation and meaningfulness, and this satisfaction lead the visitors of the Cappadocia region to visit the region again and recommend it to others.