EXPERIENTIAL DESTINATION MARKETING AND TOURIST BEHAVIOR: A RESEARCH ON SENIOR TOURISTS

Bilge ÇAVUŞGİL KÖSE; Ayşe AKYOL

Article Details

EXPERIENTIAL DESTINATION MARKETING AND TOURIST BEHAVIOR: A RESEARCH ON SENIOR TOURISTS

Authors:

Bilge ÇAVUŞGİL KÖSE | Ayşe AKYOL

Publisher:

Muharrem TUNA

Journal:

Turizm Akademik Dergisi 2019 Vol.6 Issue 2, pp.271-287

Document Type:

Article

Publication Date:

10/2019

Document Language:

English

Document ID (Org No.):

2000626446

Frequency:

Monthly

eISSN:

2149-1690

Abstract:

 


Destination
tourism activities and objects, by their very nature, are experience based and
have a high potential in terms of experiential marketing’s applicability. In
this regard, it has been aimed to adapt strategic experiential marketing
modules (sense, feel, act, think and relate) to the destination of Istanbul and
to analyze the effect of those components on the satisfaction level and
behavioral intentions (loyalty, intention to pay more and negative word of mouth) of
senior tourists visiting Istanbul, Turkey. Data were collected by a
self-administrative questionnaire on senior visitors. The results of structural equation model showed direct and indirect relations between strategic experiential
marketing modules, experiential satisfaction and behavioral intentions. 


.

 


Destination tourism activities and objects, by their very nature, are experience based and have a high potential in terms of experiential marketing’s applicability. In this regard, it has been aimed to adapt strategic experiential marketing modules (sense, feel, act, think and relate) to the destination of Istanbul and to analyze the effect of those components on the satisfaction level and behavioral intentions (loyalty, intention to pay more and negative word of mouth) of senior tourists visiting Istanbul, Turkey. Data were collected by a self-administrative questionnaire on senior visitors. The results of structural equation model showed direct and indirect relations between strategic experiential marketing modules, experiential satisfaction and behavioral intentions. 

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Article Details

EXPERIENTIAL DESTINATION MARKETING AND TOURIST BEHAVIOR: A RESEARCH ON SENIOR TOURISTS

Authors: Bilge ÇAVUŞGİL KÖSE | Ayşe AKYOL

Publisher: Muharrem TUNA

Journal: Turizm Akademik Dergisi 2019 Vol.6 Issue 2, pp.271-287

Document Type: Article

Publication Date: 10/2019

Document Language: English

Document ID (Org No.): 2000626446

Frequency: Monthly

eISSN: 2149-1690

Issues

Authors:

Bilge ÇAVUŞGİL KÖSE | Ayşe AKYOL

Publisher:

Muharrem TUNA

Journal:

Turizm Akademik Dergisi 2019 Vol.6 Issue 2, pp.271-287

Document Type:

Article

Publication Date:

10/2019

Document Language:

English

Document ID (Org No.):

2000626446

Frequency:

Monthly

eISSN:

2149-1690