Abstract:

The number of thermal tourism centers in Turkey is increasing day by day and the infrastructure of existing centers is being improved. It is of great importance that these centers have a quality service and have the experiential qualities that today's tourists especially seek. However, in this way, it may be possible for the tourist to visit the same thermal facility or center. In this research, it was aimed to determine the experiences of the guests coming to the thermal hotel through the Strategic Experiential Modules (SEMs) proposed by Schmitt. In addition, it was aimed to determine the effect of experiential modules on satisfaction and behavioral intention. A quantitative method has been adopted in the research and the questionnaire technique has been used. The field research was carried out in a thermal hotel in Reşadiye district of Tokat province located in the North Anatolian Thermal Tourism Cities Region. Within the scope of the research, 222 thermal tourists were reached between 31.03.2021 and 08.05.2021. As a result of the regression analysis, it was revealed that sensory and relational experiences, two of the five modules, significantly and positively affected the satisfaction of the guests, and that satisfaction had a significant and positive effect on behavioral intention.

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