Experiential Destination Marketing and Tourist Behavior: A Research on Senior Tourists

Destination tourism activities and objects, by their very nature, are experience based and have a high potential in terms of experientialmarketing’s applicability. In this regard, it has been aimed to adapt strategic experiential marketing modules (sense, feel, act, thinkand relate) to the destination of Istanbul and to analyze the effect of those components on the satisfaction level and behavioralintentions (loyalty, intention to pay more and negative WOM) of senior tourists visiting Istanbul, Turkey. Data were collected by aself-administrative questionnaire on senior visitors. The results of structural equation model showed direct and indirect relationsbetween strategic experiential marketing modules, experiential satisfaction and behavioral intentions.