Abstract:

Abstract The purpose of this study is to determine the experiential values presented to the Far East tourist by tour operators in a position as a wholesaler to the tourism sector; to exhibit the relationship between experiential value with customer satisfaction and customer loyalty. This study was performed with the participation of Japanese, Chinese and Korean tourists who came to Cappadocia from Far East with tour operators. The data was collected from 150 tourists for the pilot study and 780 tourists for the main study. Convenience sampling a non-probability sampling method was used to select sampling units. In the first step of the data analysis process, demographical characteristics from the Far East tourist were taken. Afterwards, factor and regression analysis were examined. The Social interaction, educational, functional, restaurant aesthetic, souvenir shop aesthetic, museum aesthetic, hotel aesthetic, tour bus aesthetic, efficiency, memory and conditional values were determined as experiential values that affect the customer satisfaction. The Social interaction, educational, functional, restaurant aesthetic, souvenir shop aesthetic, museum aesthetic, efficiency and memory values were determined as experiential values that affect the customer loyalty. Keywords: Experiential Value, Customer Satisfaction, Customer Loyalty, Tour Operators, the Far East Tourism Market.

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