The effect of storytelling in the context of garden tourism on experience quality, attitudes towards nature and behavioral intention: The case of Atatürk Arboretum

The aim of this thesis is to examine the effect of audio records used in podcast tours on the experience quality, attitude towards nature and loyalty. In the prepared audio records, two different audio records of five trees were created. In the narrated audio records, interesting stories about trees were shared as well as vegetative information. In the non-narrated presentation, only vegetative information was presented. In this research, which was carried out with the participation of visitors to the Istanbul Atatürk Arboretum, information was collected from 385 visitors. Demographic information was included in the first stage of the data collected by survey technique, from quantitative research methods, convenience sampling, which is a nonprobability sampling method. Afterwards exploratory factor analysis was applied in order to collect the variables that are compatible with each other under a single factor. Independent samples t-test analysis was applied to determine whether there was a significant difference between the narrated and non-narrated presentation on the experience quality variable. Finally, multiple regression analysis was applied in order to examine the relationship between the variables.