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Çalışmanın amacı, turizm endüstrisi, deneyimsel pazarlama, deneyimsel değer ve müşteri memnuniyeti bağlamında Kapadokya bölgesinde temalı ve temasız otellerde konaklayan turistlerin yaşadıkları deneyimleri ve bu deneyimlere göre memnuniyet düzeylerinin farklılaşıp farklılaşmadığını ortaya koymaktır. Kolayda örneklem yöntemi kullanılarak, araştırma yapılmasına izin veren 16 temalı otel misafirlerinden 203 ve 23 temasız otel ziyaretçisinden 202 olmak üzere toplamda 405 kullanılabilir anket toplanmıştır. Analizlerde betimleyici istatistiklerin yanı sıra açıklayıcı faktör analizinden yararlanılmıştır. Çalışmanın temel bulgusu, deneyimsel pazarlama algısının tüm alt boyutlarında ve memnuniyet düzeylerinde temalı veya temasız otelde konaklama durumuna göre anlamlı bir farkın bulunmuş olmasıdır. Ayrıca algılanan deneyimsel pazarlama ile müşteri memnuniyeti arasında yüksek bir ilişki tespit edilmiştir. Bu yüksek ilişki, deneyimsel pazarlama algısının müşteri memnuniyetinin neredeyse tek başına yarısını (,501) açıklıyor olmasından kaynaklanmaktadır.
The aim of this study is to reveal the experiences of tourists staying in themed and other hotels without theme in the Cappadocia region in the context of tourism industry, experiential marketing, experiential value and customer satisfaction and whether their satisfaction vary according to these experiences. Using the convenience sampling method, a total of 405 usable questionnaires were collected, 203 of which were from the 16 themed hotel guests and 202 of which were from 23 other hotel visitors. Descriptive statistics and explanatory factor analysis were used. The main finding of the study is that there is a significant difference in all sub-dimensions of experiential marketing perception and satisfaction levels according to themed hotel or other hotel without theme accommodation. In addition, a high relationship was detected between perceived experiential marketing and customer satisfaction. This high relationship is due to the fact that experiential marketing perception accounts for almost half of customer satisfaction (,501).
The aim of this study is to reveal the experiences of tourists staying in themed and other hotels without theme in Cappadocia region in the context of tourism industry, experiential marketing, experiential value and customer satisfaction and whether their satisfaction varies according to these experiences. Using the convenience sampling method, a total of 405 usable questionnaires were collected, 203 of which were from the 16 themed hotel guests and 202 of which were from 23 other hotel visitors. Descriptive statistics and explanatory factor analysis were used. The main finding of the study is that there is a significant difference in all sub-dimensions of experiential marketing perception and satisfaction levels according to themed hotel or other hotel without theme accommodation. In addition, a high relationship was detected between perceived experiential marketing and customer satisfaction. This high relationship is due to the fact that experiential marketing perception accounts for almost half of customer satisfaction (,501).
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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