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DOI: 10.1177/135676670100700205 © 2001 SAGE Publications Managing customer satisfaction and retention: A case of tourist destinations, TurkeyDepartment 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
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