Determining the effect of attitude against customer experience, experiential value and green behavior on the purpose of revisiting: The moderating and mediating role of green image

People have begun to change their existing demands and needs with the developing technology and the standards it brings with it. These changes have led companies to develop new strategies that distinguish themselves from their competitors and gain competitive advantage. The most important issue emphasized in the strategies developed is to increase the sales expectations by providing revisit of the customers and to create a positive business image. Retaining customers with the help of unique and entertaining experiences, providing them revisit with environmentally friendly attitudes and images has become an important marketing strategy. For this reason, it is aimed to investigate the effect of green image on the relationship between experiential marketing components' attitude towards green behaviors and intention to revisit. The study of the universe as the green-labeled hotels operating in Turkey were selected. As a result of the analyzes, it was seen that customer experience dimensions partially and positively affect experiential value dimensions. On the other hand, it was determined that experiential value had a positive and statistically significant effect on attitude towards green behaviors. The attitude towards green behaviors has a positive and statistically significant effect on the intention to revisit. Furthermore, the mediator and regulatory role of the green image between the two variables have been proved.