The Costumer Value for Success of Tango Events

Abstract

Within the context of fast growing experience-based tourism, many destinations aim to serve as the locus for multiple experience settings with distinctive combinations of infrastructure, context and content. In this sense, Tango has become commercial product for destinations. Many destinations try to be center of attraction organizing milongas giving tango dancers a charge with services, hard and soft infrastructure suitable for expectation of them. Cultural Capital of the Turkic world in 2013 Eskişehir, with outlook on cultural values, the infrastructures, increasing milongueros and Milongas, is in the competition. This paper focuses on the costumer value concept and the dimensions of creating value and conducts a questionnaire in 2017 to survey the value perceptions of milongueros in Eskişehir. Nowadays, the individual is focused on enjoying life and enjoyment through consumption, focusing on living dreams and fantasies. For this reason, hedonic value has been intensively studied in this research. In this study, it is discussed “People”, “Services” and “Infrastructure” dimensions regarding taking pleasure in Milongas, and investigated the differentness between preferences of respondents. Thereby, it aims to become both a guide to organizational success and a model for other destinations.