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

Abstract

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.