The impact of customer experience and memory on behavioral intention: A case of traditional conversation meetings from intangible cultural heritage elements

The aim of this research is to determine the effect of the experiences and memories of tourists visiting the events of traditional chat meetings, one of the Intangible Cultural Heritage (SOKÜM) elements, on their behavioral intentions. Survey technique was used as data collection method in the research. The surveys were applied to 392 tourists who participated in the traditional chat meetings in Afyonkarahisar, Kütahya and Çankırı between September and December 2021. The obtained data were analyzed in SPSS programs, and descriptive statistics as well as independent sample t-test, one-way analysis of variance (ANOVA), correlation and regression analyze were used in the analysis of the data. As a result of the research, it has been determined that all dimensions, memory and desire, except education, have a significant and positive effect on behavioral intention. It has been determined that each of the customer experience dimensions has a significant and positive effect on memory. It has been determined that all variables except the predicted negative emotion in the goal-directed behavior model have a significant and positive effect on desire. Suggestions have been developed within the scope of the results obtained, and it is thought that the study will contribute to the literature. Keywords: ICH, customer experience, customer memory, behavioral intention