The effect of customer satisfaction on customer satisfaction in experimental marketing: An applied research in hotels providing winter tourism in Erzurum

In today's consumption age, businesses have to carry out their sales activities effectively in a world where the customer is the leader because of increasing sales channels, changing tastes and preferences and changing the buying behavior continuously. One of the most striking developments today is the decrease in the effect of traditional marketing functions and the increasing consumer experience. This work; It is designed to measure the impact of experience modules on customer satisfaction and loyalty. In the first chapter of the study, theoretical knowledge of experiential marketing is given. The second chapter focuses on content marketing with the new marketing path 4.0. In the third chapter, consumer purchasing behaviors are given. Finally, an application was made for hotel customers operating in winter tourism in Erzurum province and the data were explained in the analysis section. It was observed that sensory, emotional, relational and behavioral factors resulted in statistically significant results on customer satisfaction. Intellectual factors were not effective on customer satisfaction. In addition, emotional, intellectual, behavioral and relational factors have a positive effect on customer loyalty. There is also a positive relationship between customer satisfaction and customer loyalty. Key Words: Experiential marketing, experience modules, customer satisfaction, customer loyalty, hotels, winter tourism.