Özet:

The main purpose of this study is to examination the effects of experimential marketing modules on corporate image and customer loyalty. For thıs purpose, in the first part of the study, domestic and foreign literatüre was scanned and a conceptual framework related to experiential marketing modules, corporate image and customer loyalty was created. Then, in order to determine the effects of experiential marketing modules on the corporate image and customer loyalty, An application was made by 428 hotel customers staying in a five-star hotel operating in Antalya province Belek tourism region and the data were explained in the findings section. Hypotheses were tested by analyzing the obtained data in SPSS program. According to the results of the regression analysis conducted to determine the relationship between the research variables, it was determined that the sensory, emotional, intellectual, relational and behavioral factors had a statistically positive effect on the corporate image. In addition, sensory, emotional and relational factors have positive effects on customer loyalty. In addition, it has been concluded that corporate image has a significant positive effect on customer loyalty.

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