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- Title
DENEYİMSEL PAZARLAMA VE SATIN ALMA KARAR SÜRECİNE ETKİSİ: TERMAL TURİZM SEKTÖRÜNDE BİR UYGULAMA.
- Authors
KARA, Mehmet; ÇİÇEK, Behiye
- Abstract
Experiential marketing, which is a marketing approach, is resulting up with development of experience understanding. Along with the experience of economy, strategy of marketing world has been transformed for providing emotion-oriented consumer experience instead of traditionally selling benefit-oriented products and services. The most accurate way understanding of the consumer experience, establishment of appropriate experiential marketing strategy in terms of gaining a competitive advantage in and customer loyalty are of great importance. Tourist products and tourism services get opportunity in economy of experience in terms of personal and having relevant experiences. This study aimed to detect experimental models (sensorial, emotional, mental, behavioral, relational) are implemented at four and five-stars thermal hotels how it affects and what direction for thermal tourism preferences at Kozaklı district of Nevşehir province, taking into consideration socio-demographic characteristics of costumers and make suggestions about experimental modules need to be applied for thermal hotels. The study data set were obtained through interview and questionnaire. Using frequencies and percentages of those data, experimental modules which was implemented by four-five stars thermal hotels whether it effects thermal tourism preferences of costumers according to socio-demographic characteristics.
- Publication
Gümüshane University Electronic Journal of the Institute of Social Science / Gümüshane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 2015, Vol 6, Issue 13, p177
- ISSN
1309-7423
- Publication type
Academic Journal
- DOI
10.17823/gusb.73