The effect of experiential marketing and purchase decision process: An application of thermal tourism sector

Experiential marketing,which is a marketing approach, is resulting up with development of experience understanding. Along with the experience of economy, strategy of marketing world has been transformed for providing emotion-oriented consumer experience instead of traditionally selling benefit-oriented products and services. The most accurate way understanding of the consumer experience,establishment of appropriate experiential marketing strategy in terms of gaining a competitive advantage in and customer loyalty are of great importance. Tourist products and tourism servivces get opportunity in economy of experience in terms of personal and having relevant experiences. This study aimed to detect experimental models(sensorial,emotional,mental,behavioral and relational)are implemented at four and five-stars thermal hotels how it affects and what direction for thermal tourism preferences at Kozaklı district of Nevşehir province,taking into consideration socia-demographic characteristics of costumers and make suggestions about experimental modules need to be applied for thermal hotels. After determination of importance scope and limitations of the study, concept experiental marketing is described in detail after discussing marketing concept in theoretical and conceptual framework. The study data set were obtained through a questionnaire. Using frequencies and percentages af those data, experimental modules which was implemented by four-five stars thermal hotels whether it effects thermal tourism preferences of customers according to socia-demographic characteristics. Keywords: Experiential marketing, experience economy, tourism marketing, consumer behavior.