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EN
EXPERIENTIAL MARKETING IN WINTER TOURISM THE RELATIONSHIP BETWEEN SATISFACTION AND INTENTION TO RECOMMEND: ERCIYES SKI RESORT EXAMPLE
Abstract
The aim of the research is to try to determine the relationship of experiential marketing with customer satisfaction and recommendation intention in winter tourism, which is one of the most important alternative tourism types, with the returns provided by contributing to the spread of tourism throughout the year. In the study, local and foreign visitors staying in mountain hotels and city hotels located in the Erciyes Ski Resort, which provides services for winter tourism, were selected as the universe and as a sample. January Dec March 2022, a total of 392 survey data were obtained from the participants, but 10 of them were considered invalid and 382 surveys were included in the analysis. SPSS Version 26 program was used in the analyses. The normality test was applied to the data first and it was found that they did not show a normal distribution. For this reason, non-parametric tests were used. In the study, Mann-Whitney U Test was used for pairwise comparisons analysis, Kruskal-Wallis H Analysis of Variance was used for multiple comparisons analysis, and Spearman Correlation Analysis was used to determine the direction and level of relationship between variables. As a result of the analyzes, it was determined that the perceptions of experiential marketing, customer satisfaction and intention to recommend did not differ according to the demographic characteristics of the participants. As a result of the analysis, it was also determined that all five dimensions of experiential marketing in winter tourism have a significant and positive relationship with customer satisfaction and intention to recommend, and there is a significant and positive relationship between customer satisfaction and intention to recommend.
Keywords
Kaynakça
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Ayrıntılar
Birincil Dil
İngilizce
Konular
Turizm (Diğer)
Bölüm
Araştırma Makalesi
Yayımlanma Tarihi
29 Aralık 2023
Gönderilme Tarihi
8 Kasım 2023
Kabul Tarihi
26 Aralık 2023
Yayımlandığı Sayı
Yıl 2023 Cilt: 6 Sayı: 2