THE EFFECT OF AN MEMORABLE TOURISM EXPERIENCE ON SATISFACTION AND INTENTION TO REVISIT

Abstract

In the rapidly developing and changing tourism sector, there are some changes in the wishes and expectations of the tourists, such as the desire to have unique and memorable experiences. It has become very important for tourism businesses to try to offer unique and memorable experiences to tourists, who are aware of the fact that providing tourist satisfaction is an important determinant in ensuring that businesses are preferred again or destinations are visited again. The aim of this research is to determine the effect of memorable tourism experiences on customer satisfaction and revisit intention in the context of cultural tourism. In this direction, local cultural tourists visiting the Historic Peninsula in İstanbul represent the universe of the research. Quantitative method was adopted in the research and questionnaire technique was used as data collection method. Convenience sampling method was used to determine the sample of the study. A total of 385 questionnaires were obtained from the participants included in the research. Data collected; Reliability was evaluated by factor analysis and regression analysis. As a result of the analyzes carried out, it has been determined that the memorable tourism experience has a positive effect on customer satisfaction and revisit intention. Again, as a result of the analysis, it was concluded that customer satisfaction positively affects the intention to revisit. The results of the research support the literature. In line with the results of the research, a number of suggestions that are thought to be beneficial to destination managers, tourism businesses and researchers working on this subject are presented.