Abstract:
This study aims to determine the effect of tourists’ experiences on the change in the image of Cappadocia
and the intention of suggesting it to others by the impact of experiences of tourists participating in hot
air balloon tours in Cappadocia region. The Study universe consists of local and foreign visitors coming
to Cappadocia Region. The easy sampling method from non-incidental sampling methods was preferred
in the study. The sample consisted of 406 visitors who visited Cappadocia Region and attended hot air
balloon tours. According to empirical research findings, it was determined that the value of the hot air
balloon experience and dimensions of memory, entertainment, aesthetics and education have a
meaningful and powerful effect on the change of the image of Cappadocia. This change in the image of
Cappadocia has the same effects on behavioral intentions. With reference to research findings, it can be
said that Cappadocia has a strategic role in the promotion of the hot air ballooning destination, image
formation and even positive change of such image. It is recommended that the stakeholders responsible
for destination marketing use this role of hot air ballooning to create a competitive advantage.
