Measuring the effect of all inclusive system, practiced in Turkish accomodations on customer satisfaction: The case study of İranian tourists

High competitive level between countries is caused by increase in tourism demand. Accommodation businesses have been begun to implement the all inclusive system to have easy product marketing, services and high occupancy rate. In addition, tourism sector is customer-oriented sector, seeks to achieve customer satisfaction. To have been determining all inclusive system's impact on different customers satisfaction level, minimizing the negative effects, ensuring the continuity of tourism marketing and constituting the loyal customers by creating customer satisfaction, has been aimed by applying all inclusive system as a marketing tool. The purpose of this study, to bring up the satisfaction level of Iranian tourists, benefited from all inclusive system, applied in accommodation establishments in Turkey. Study?s method is a descriptive study which investigates on the situation of subject, existing now. To serve this purpose, a detailed literature review study has been performed; a questionnaire survey was conducted for 384 Iranian tourists used all inclusive system at 5 star hotels in Antalya regions of Turkey. The validity and reliability studies of the scale employed were implemented; following this the questionnaire was applied between March 20 and April 8 2010 to the sample population. Data obtained were analyzed through ?frequency?, percentage?, ?t-test for independent sampling?, ?correlation? analyses.According to the findings of the study, Turkey with both, good quality hotels and having all inclusive system causes to the intense interest of Iranian tourists. Also, entertainment and desire to feel themselves freely in their social lives were the most important reasons for taking holiday by Iranian tourists. Most of Iranian tourists, preferred all inclusive system, booked and informed from this system via travel agencies. In the framework of this survey, the reasons of Iranian tourists for preferring all inclusive system were; holiday plan was ready, the extra spending was low and high quality service was presented. In addition, tourists? staying period was seen 3-10 days. The most activities which Iranian tourists participated in them outside the accommodation were shopping and cultural tours. The results of the analyses of the hypotheses of the study suggested that Iranian tourists, both their belif status about getting their money?s worth and their satisfaction level about service quality, staff attitudes and physical infrastructure, determined significant differences according to the some individual characteristics of them (gender, education level, age, economic status, marital status and number of children). Similarly, within the framework of all inclusive system, a relationship between Iranian tourists' satisfaction and service quality, physical structure and the attitude of the staff variables was found that the highest relation was between Iranian tourists? satisfaction and service quality variable and the lowest one was between satisfaction of Iranian tourists with the attitude of the staff. In addition, the vast majority of Iranian tourists would recommend this system to their friends. As a result of the findings of the study, Iranian tourists? satisfaction from all inclusive system, the effect of this has been emphasized and some recommendations were made related to issue in terms of hotel establishments.Key Words: Customer Satisfaction, All Inclusive System, Iranian Tourist.