EVALUATION OF CUSTOMER EXPERIENCE AFFECTS THE CUSTOMER-BASED BRAND EQUITY

Abstract

Author(s): Sad?k SER├çEK* G├╝lseren ├ľZALTA? SER├çEK

In this study, to determine tourists' experiences and also made the tourist experience is in effect in order to determine how customer-oriented brand value. Working group of the research EMITT 2016 (East Mediterranean International Tourism and Travel Fair) to create a total of 650 participants who responded and participated in the assessment tool. Data collection tool was applied to the face to face interview obtained circulated to the participants. All data gained from the survey was analyzed by using SPSS and AMOS packaged software. As a method of analysis; In addition to descriptive statistics, unrelated (independent) samples t-test, correlation, regression analysis and Structural Equation Model was performed. As a result, the experience of tourists, the tourist destinations of the tourists experience the formation of brand equity study that examined the effect of individual differences, despite the brand value has revealed that it has a direct and indirect impact. Customer-oriented brand value creation, the quality of services offered on the destination, were found to have a significant effect on communication and word of mouth advertising about the destination.

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