Özet:

The changes in the world and the tourist profile have brought about a change in the needs of the tourist and therefore in the concepts of tourist consumption. This new understanding is evaluated within the framework of experience marketing in the tourism market. Experiential marketing is defined as the whole of marketing activities carried out in order to provide consumers with unique unforgettable experiences and thus a competitive advantage.  The Cape Town and World Heritage Areas are home to tourist hot air balloon tours in the region, starting in the late 1980s. Through these tours, tourists can experience a unique adventure that they will not forget by making hot air balloon tours over private places. The subject of this study is to determine the value of this experience in which tourists experience a hot air balloon in Kapadokya and to study the value of the experience in terms of behavioral results. In the study, easy sample methods were preferred from untouched sample methods. Data from 406 visitors from Chinese, Turkish and other nationalities, who participated in the hot air balloon tour, were collected. The data is subject to regression analysis. According to the results of the application, the value of the hot air balloon experience has been determined to have a meaningful and strong impact on tourists’ behavioral intentions towards the future.