Abstract:

Together with the phenomenon of globalization, technological developments have also brought a strong competitive environment to. The hotel companies within the tourism sector need to take advantage of different marketing methods to be able to get advantage of their competitors and to provide tourist loyalty for a long time. One of these marketing methods is oral-to-mouth communication (WOM). The purpose of this research is to explore the relationship between the satisfaction of foreign tourists who come to the hotel companies in Fethiye and their oral communications, and also to explore whether customer loyalty is an instrumental effect. The research has been used by the survey technique, which is a quantum method. The study was carried out with 384 surveys filled with foreign tourists coming to Fethiye. The data collected was analyzed with the help of the SPSS and SmartPLS package program. The study found that the satisfaction of foreign tourists who come to the hotel enterprises with oral communication and tourist loyalty, tourist loyalty and oral communication (WOM) are a meaningful and positive relationship. It is also concluded that tourist loyalty is a part of the role of mediation between tourist satisfaction and oral communication (WOM).

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