Developing lavender tourism through experiential marketing: An experimental research based on neurotourism

The aim of this study is to investigate the lavender tourism potential of Isparta and to examine how it can be developed through experiential marketing. In this context, Kuyucak Village, a prominent lavender tourism destination within the Isparta region, has been analyzed, and elements for its development through experiential marketing have been addressed. The study group consists of participants who visited Kuyucak Village, known by the slogan "The Lavender-Scented Village," located in the Keçiborlu district of Isparta. Participants were selected among individuals who have experienced lavender tourism and thus reflect Isparta's alternative tourism potential. The research was conducted face-to-face with the sample group using an EEG (electroencephalography) device. Neuroscientific research and application methods were deemed appropriate for this study. The findings reveal that the time visitors spend in lavender fields has a positive impact on both emotional and cognitive levels. In particular, visual, olfactory, and tactile experiences create a high level of interaction in the visitors'mental processes. The aspects of experiential marketing that engage all five senses play a significant role in shaping destination perception and memorability. As a result, Kuyucak Village is found to have a high potential for lavender tourism. This potential can be further enhanced through the implementation of effective experiential marketing strategies, thereby increasing visitor satisfaction and destination loyalty.