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Consumer expectations and real experiences: case of Ukrainian tourists in Turkey

Author

Listed:
  • Oleksandr DOROKHOV

    (University of Tartu, Tartu, Estonia)

  • Lyudmyla MALYARETS

    (Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine)

  • Kadri UKRAINSKI

    (University of Tartu, Tartu, Estonia)

  • Mariana PETROVA

    (St. Cyril and St. Methodius University of Veliko Tarnovo, Veliko Tarnovo, Bulgaria
    University of Telecommunications and Post, Sofia, Bulgaria)

  • Dmytro YEVSTRAT

    (Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine)

  • Anar ALIYEVA

    (Sh. Ualikhanov Kokshetau University, Kokshetau, Kazakhstan)

Abstract

Objectives: The issues and approaches to the analysis of the opinions of consumers of tourism services in Turkey are considered. Customer surveys can be conducted both before and after their service. Methods/Approach: Accordingly, preliminary estimates and opinions of customers can be obtained reflecting their expectations and actual estimates after they receive travel services. It is of interest to compare these two groups of assessments, which makes it possible to both adjust preliminary advertising and marketing campaigns, and the quality of the tourist service itself, its individual elements, and components. Results: In the analysis, to obtain statistically sound and reliable results, a sequence of steps is proposed to study the expected and real impressions of tourists. An information and analytical technology for determining the types of tourists who have the same expected and real impressions is proposed. Its advantage lies in the use of correlation and variance analysis of non-metric indicators and the subsequent development of cognitive maps that allow you to immediately see the mechanisms of interrelation in the system of non-metric and metric indicators. Conclusions: Compliance with such information and analytical technology ensures the objectivity of the analysis, and, consequently, the effectiveness of management decisions that will be made on its basis. An example of practical calculations for processing the results of surveys of tourists before and after service has been given.

Suggested Citation

  • Oleksandr DOROKHOV & Lyudmyla MALYARETS & Kadri UKRAINSKI & Mariana PETROVA & Dmytro YEVSTRAT & Anar ALIYEVA, 2023. "Consumer expectations and real experiences: case of Ukrainian tourists in Turkey," Access Journal, Access Press Publishing House, vol. 4(1), pages 102-114, October.
    • Handle: RePEc:aip:access:v:4:y:2023:i:1:p:102-114
    DOI: 10.46656/access.2023.4.1(8)
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    References listed on IDEAS

    as
    1. Zeki Akinci & Gulseren Yurcu & Murad Alpaslan Kasalak, 2018. "The Mediating Role of Perception in the Relationship between Expectation and Satisfaction in Terms of Sustainability in Tourism Education," Sustainability, MDPI, vol. 10(7), pages 1-18, June.
    2. Ya-Hui Wang, 2017. "Expectation, Service Quality, Satisfaction, and Behavioral Intention – Evidence from Taiwan’s Medical Tourism Industry," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 7(1), pages 1-1.
    3. Jelena Kljaiæ Šebrek, 2020. "DOCTORAL DISSERTATION SUMMARY: Service quality measurement in rural tourism: an application of modified RURALQUAL model," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 26(1), pages 245-248, June.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Sonia Mileva-Bojanova, 2023. "Sofia City Tourist Image In Selected Social Media," Business Management, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, issue 2 Year 20, pages 83-97.

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    More about this item

    Keywords

    tourist expectation; service perception; client satisfaction; behavioural intention;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • P36 - Political Economy and Comparative Economic Systems - - Socialist Institutions and Their Transitions - - - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty

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