Abstract:

This study focuses on balloon tourism and aims to explore the relationship between the unforgettable tourism experience, the intention to visit again and the tendency to advise. Relationships have been studied using the structural equality model. The data was collected from foreign tourists who participated in hot air balloon tours in Kapadokya (N=234). The findings show that the unforgettable tourism experience affects the intention to visit again and the tendency to recommend, and the intention to visit again does not significantly affect the tendency to recommend. This study in tourism literature, with a focus on balloon tourism in Kapadokya, can be considered as one of the first studies that study the future behavioral trends of the unforgettable tourism experience. This study also contributes to tourism literature by showing that the intention of re-visiting has no effect on the tendency to recommend.

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