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Journal of Vacation Marketing
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Managing customer satisfaction and retention: A case of tourist destinations, Turkey

Atila Yuksel

Department of Tourism and Hospitality Management, Adnan Menderes University, 09100 Aydin, Turkey, atilayuksel{at}hotmail.com

Focusing on Turkish tourism, this exploratory research set out to provide destination managers and marketers with an analytic insight into how repeat and first-time visitors develop their satisfaction and return intention judgments. The results showed that the first-time and repeat visitor groups develop their return intention and satisfaction based on slightly different aspects of holiday destination. While both the first-time and repeat visitors commonly regard quality of food, quality of accommodation, hospitality and safety as a reason to come back, they consider different additional services to develop their return intentions. The repeat visitors were also found to promise more future business than first-time visitors do. Marketing implications of the study are discussed.

Key Words: tourist satisfaction • repeat visitation • marketing

Journal of Vacation Marketing, Vol. 7, No. 2, 153-168 (2001)
DOI: 10.1177/135676670100700205
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