Examination of the Effect of Experience Quality of Domestic Tourists on Memorable Tourism Experience: Example of Cappadocia Region

Abstract

Experience quality is the benefits and consequences that people experience as a result of participating in a tourism activity. Memorable tourism experience, on the other hand, is the positive recall and mental re-enactment of the experiences after participating in this activity. In this direction, the outputs of the experience quality have a significant impact on the memorable tourism experience. In this study, it is aimed to measure the effect of the experience quality of domestic tourists visiting the Cappadocia region on their memorable holiday experiences. In accordance with the purpose, a face-to-face questionnaire was applied to 416 domestic tourists by using the questionnaire technique, which is one of the quantitative research methods. The applied questionnaire consists of three parts. In the first part, there are questions to determine the socioeconomic and demographic characteristics of the participants. In the second part, there is an experience quality scale consisting of 9 items, and in the third part, there are 20 items to determine memorable tourism experiences. Data collection was carried out in the Cappadocia region between June 10 and October 24, 2021. The obtained data were analyzed using SPSS Statistics 25.0 program. In the analysis of the data, descriptive statistics, correlation, simple and multiple linear regression analysis were used. According to the results of the analysis, it was determined that the educational, entertaining and escape dimensions of the experience quality positively affect the memorable tourism experience.