THE EFFECT OF AESTHETIC EXPERIENCE ON SATISFACTION AND BEHAVIORAL INTENTION: THE CASE OF KASTAMONU

Abstract

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 also seen as a factor that will benefit destinations for long-term competitiveness, especially because it is difficult and costly to reach new customers. Based on this situation, the aim of the study is that 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 points in the city center between August and September 2021. As a result of the analyzes made, it has been defined that the aesthetic experience has 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 others about to say positive things, and encourage them to visit Kastamonu.