The effect of experiential marketing on customer satisfaction: An application in Antalya province 4 and 5 star hotels

The word experience started to take place in our lives as a concept in 1982. However, this concept continues to become consumer behavior until today. Experiential marketing is a marketing approach that emerged with the development of the experience economy. In many recent studies, the concept of experience is an element of economics and the future direction of marketing. In this study, in which the experiential modules will affect the hotel preferences of the consumers in what way and how, the concept of marketing, the concept of experience, its dimensions, experiential marketing, experience modules and the effects of experiential marketing in the tourism sector are emphasized. From this point of view, experience, experiential marketing, customer satisfaction and the concepts related to them are discussed as a whole and discussed, and it has become a marketing inference for some. It is of great importance in terms of realizing the consumer experiences in the most accurate way, creating the appropriate experiential marketing strategy, taking advantage in the competitive market and customer satisfaction. Tourist products and tourism services have an opportunity in their experiential economy in terms of being unique to the person and having the quality of making the experience live. In this study: It is aimed to inform the enterprises about how and in what way the experiential marketing modules (sensory, emotional, intellectual, behavioral and relational) implemented in 4 and 5 star hotels in Antalya will affect their hotel preferences. After determining the importance, scope and limitations of the study, in terms of institutional and conceptual; After the concept of marketing has been discussed, the concept of experience and experiential marketing has been explained in detail. The data of the study were obtained through a questionnaire. The data obtained were discussed with the analysis made, and it was discussed whether the experience modules applied in 4 and 5 star hotels affect the hotel preferences of the customers, taking into account the socio-demographic characteristics of the customers, and to what extent they affect customer satisfaction. In summary, this study can be considered as an examination of the experiential marketing techniques used by the hotels and how they affect customer satisfaction. In this context, the data collected from 16 piece 4 and 5 star hotels operating in the province of Antalya with the questionnaire technique were analyzed with the SPSS.22 statistical package program and many findings were obtained as a result of these analyses.