Journal of Tourism Research Institute

Yazarlar: Berfin Keskin, Bekir Bora Dedeoğlu

Konular:-

Anahtar Kelimeler:Experiential Marketing,Sense Experience,Emotional Experience,Relational Experience,Gender

Özet: Experiential marketing  is defined as getting to know the goods or services and improving their purchases after they experience the activities of a company or brand and perceive the stimuli. However, it is very important  among  the marketing concepts as it affects the emotional experience of the consumer and ultimately affects the choice decision. Gender, on the other hand, helps to structure and understand our behaviors and experiences as women and men. Gender has been the subject of curiosity for researchers in many areas and has been frequently addressed in different areas on different topics. In the field of experiential marketing, gender has been the subject of less research in the domestic literature compared to the foreign literature. This study was necessary to overcome this shortcoming in the domestic literature. The purpose of the study in this context is to examine whether the perception of experience of  local and foreign tourists participating  in daily tours  is different according to their gender. The research data were obtained from local and foreign tourists in the Nevşehir city of Cappadocia  region. The data was collected through a questionnaire and was applied face to face and online at  the end of the tour through professional tourist guides to 300 local and foreign tourists who participated in daily Cappadocia  tours between  January, February and March 2020. Based on the result obtained, it was concluded that the sense experience differs according to gender.

---