Deneyimsel Değer ve Davranışsal Niyet Arasındaki İlişkide Müşteri Memnuniyetinin Aracılık Rolü: Kapadokya Kaya Oteller Örneği (The Mediating Role of Customer Satisfaction in the Relationship Between Experiential Value and Behavioral Intention: The Case of Cappadocia Cave Hotels)
DOI:
https://doi.org/10.21325/jotags.2023.1260Keywords:
Experiential value, Customer satisfaction, Behavioral intention, Cave hotels, CappadociaAbstract
Tourism businesses aim to provide consumers with unique experiences as well as offering goods and services, therefore they turn to the experiential value approach. In this context, the aim of the research is to determine the effect of experiential value on customer satisfaction and behavioral intention. For this purpose, demographic characteristics, experiential value perceptions, satisfaction and behavioral intentions of 389 tourists staying in cave hotels (rock carved hotels) in the Cappadocia Region between the years 2020-2021 were analyzed with a questionnaire. According to the findings, it has been determined that experiential value has a positive effect on behavioral intention and customer satisfaction. In addition, it has been determined that customer satisfaction has a mediating role in the effect of experiential value on behavioral intention. With this study, it is expected to provide guiding information to both the relevant literature and the relevant practitioners
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