Identification of Factors Affecting the Level of Consumer Satisfaction in Thermal Tourism Business: An Application on Kırşehir

Abstract

In this study, it was mentioned the situation of thermal tourism in Turkey and in the world, Turkey’s geothermal potential and utilization of the thermal tourism, the characteristics of the thermal waters and benefits in terms of health, activities related to the subject of the tourism ministry, elements of the marketing mix in the thermal plant, the status of the thermal plant in Kırşehir, a research about determining the level of satisfaction of the consumer who staying in thermal plants. Research was conducted by applying the survey methods to the tourist consumer accommodate in thermal plants. It has been demonstrated the factors affecting the level of satisfaction of participants by the agency of factor analysis and MANOVA analysis were made for the purpose of research and were determined whether if they show changes according to demographic characteristics. According to results, it has appeared as the impact of factors “process management”, qualifications of the facility employees”, “qualifications of the facility”, “repurchase and recommend behaviors” on satisfaction of the consumer and these factors vary according to their demographic characteristics.