A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE

Abstract

This research aims to determine the role of Experiencescape and its effect on the customer’s memorable tourism experiences and the memorable tourism experiences effect on the customer’s citizenship behavior from a marketing perspective. The mediating role of customer satisfaction in the relationship between memorable tourism experiences and customer citizenship behavior was also examined. The research sample consisted of 258 local and foreign tourists who were at least 18 years old, came to Erzurum between January and May 2023, and stayed in Mountain Hotels in Erzurum. According to the findings, “escapism”, “localness”, and “entertainment” dimensions of Experiencescape effect on memorable tourism experiences. Memorable tourism experiences are also effect on the “tolerance”, “advocacy”, “helping” and “feedback” dimensions of customer citizenship behavior. Lastly, customer satisfaction has a partial mediating role in the relationship between memorable tourism experiences and the helping dimension of customer citizenship behavior. The obtained results were discussed from a marketing perspective. With this point of view, recommendations have been developed.