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The effect of aesthetic experience on satisfaction and behavioral intention: The case of Kastamonu
(Selçuk Üniversitesi, 22.06.2023) Şimşek, Aykut
Aesthetic experiences have always been important for people, and tourists aesthetic experiences towards the destination positively affect tourist satisfaction. This ensures that the destination is recommended to others, revisited, and similar destinations are visited. Therefore, behavioral intentions are seen as a factor that will benefit destinations for long-term competitiveness, due to reasons such as the difficulty and high cost of reaching new customers. Based on this situation, in this study, it is aimed to investigate the effect of aesthetic experience on satisfaction and behavioral intention in Kastamonu, a destination with cultural, natural, and historical riches. For this purpose, data were collected through a questionnaire. The questionnaires were conducted face to face on a voluntary basis to the tourists visiting the touristic areas in the city center between August and September 2021. As a result of the analyses made, it has been defined that the aesthetic experience has a positive effect on satisfaction. Additionally, it was determined that satisfaction affects behavioral intentions. Based on the research results, it is possible to say that the tourists who are satisfied with their visit to Kastamonu will recommend Kastamonu to other people, say positive things, and encourage them to visit Kastamonu.