TURİST DENEYİM KALİTESİNİN DESTİNASYON İLİŞKİSEL DEĞERİNE VE TURİST SADAKATİNE ETKİSİ
THE EFFECT OF TOURIST EXPERIENCE QUALITY ON DESTINATION RELATIONAL VALUE AND TOURIST LOYALTY

Summary/Abstract: Tourism is an essential driver of the modern global economy. Destinations that want to capitalise on this power must offer tourists high-quality experiences and build strong and positive relationships. To achieve this goal, destinations need to develop capabilities in tourist experience quality, destination relational value, and tourist loyalty. This study investigates the impact of tourist experience quality on destination relational value and tourist loyalty. For this purpose, Cappadocia, one of Turkey's most visited cultural tourism destinations, was selected as the research region. The study concluded that there is a positive relationship between tourist experience quality and destination relational value, between tourist experience quality and tourist loyalty, between tourist loyalty and destination relational value, and that tourist loyalty mediates the effect of tourist experience quality perceptions on destination relational value. The findings regarding the age, income, and education levels of the research participants are similar to the demographic profiles of cultural tourists in previous studies. According to the study results, improving the quality of the tourist experience positively affects destination relational value and tourist loyalty. Tourists will be more likely to visit and recommend destinations that excel in these areas.

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