Experiential marketing in tourism: A research on tour operators

Tourism action refers to a process established on experiences. The Maslow?s hierarchy of needs might be related to the hierarchy of experience at the experiential marketing approach occurred together with postmodernism. Together with the increase in quality of life, experience comes into prominence in their touristic consumption. The purpose of this study is to determine the experiential values presented to the Far East tourist by tour operators in a position as a wholesaler to the tourism sector; to exhibit the relationship between experiential value with customer satisfaction and customer loyalty. In the first chapter of study, the concept of experience and experiential value is outlined; in the second chapter, the literature of experiential marketing within tourism establishments is discussed; in the third chapter, a research on tour operators is presented. This study was performed with the participation of Japanese, Chinese and Korean tourists who came to Cappadocia with tour operators. The data was collected from 150 tourists for the pilot study and 780 tourists for the main study. Convenience sampling a non-probability sampling method, was used to select sampling units. In the first step of the data analysis process, demographical characteristics from the Far East sample and properties relating to Cappadoccia tours were taken. Afterwards, factor analysis was applied to the data and the correlation and regression between factors were examined. Eventually, an analysis of variance was performed to the experiential value factors of participants according to nationality, hospitality establishment, companionship and the duration of the tour. In concluding this study, the experiential values that the tour operators presented to the Far East tourists were defined including; social interaction, educational values, functional, souvenir shop experience, restaurant experience, museum experience, hotel experience, tour bus experience, efficency, escapism, memory and conditional values. The functional value, social interaction value, efficency value and educational values were determined as the most significant values in providing customer satisfaction and the positive and meaningful relationships between experiential value and customer satisfaction were found. Finally, the meaningful differences were found in the experiential value factors according to nationality, hospitality establishment, companionship and the duration of the tour of participants. According to the study results, the suggestions presented for tour operators? design of product compenets focused on experiential value and these will contribute to customer satisfaction customer loyalty and also consequence national tourism. Keywords: Experiential Marketing, Experiential Value, Customer Satisfaction, Customer Loyalty, Tour Operators, The Far East Tourism Market.