The effect of experiential on custumer loyalty and repeat travel behaviour on cruise tourism: A study on foreign tourists visiting Kuşadası port

The marketing development process is the history of product, production and sales concepts, the history of modern marketing from today's modern marketing. Traditional marketing approach is based on the development of strategies based on rational decisions. Experiential marketing in modern marketing includes a process in which data-based marketing strategies are developed and experience is created through the creation of memorabilia. Experiential marketing consumers create areas of experience with the intense use of sensations such as curiosity, sensory emotions, difference, and valence. Despite the deterioration of consumer-generated experience, persistence continues with the use of five sensory organs that are part of experiential marketing. The use of persistence in this mind is the main component of experiential marketing. Experiential marketing practices, which are highly involved in tourism sector, are considered as a holistic process with the feeling of feeling special from the experience of the tourism enterprises customers, asking them to be repeated and transferring the feelings such as satisfaction to their spouses and friends. The main purpose of this research; Investigation of the effect of experiential marketing on customer loyalty and intention to re-visit is determined by determining the place of experiential marketing in the tourism of foreign tourists visiting the port of Kuşadası. The questionnaire form developed for this purpose was applied on 550 tourists to 69 ship passengers between June and October 2017, which visited the Kuşadası cruise port, based on the sampling method. The results of the data were analyzed by SPSS 21.0 statistical package program. As a result of the research, six dimensions of experiential marketing perceptions of foreign tourists visiting Kuşadası Port have been determined. It has 24 propositions depending on the dimensions. The dimensions of experiential marketing are 'Service-Arbitrary', 'Ship Performance', 'Travel Sense', 'Visuality', 'Intellectual Contributions' and 'Qualification'. On the other hand, it was concluded that the relationship between customer loyalty and intention to visit was meaningful and experiential marketing intends to revisit experiential marketing. Based on the findings, various suggestions have been presented to enterprises operating in the sector based on the role and importance of experiential marketing in cruise tourism. Keywords: Experiential Marketing, Cruise Tourism, Customer Loyalty, Intention to Revisit, Kusadasi.