Analysis of the Perceptions of Tourists Visiting the Ephesus Experience Museum on the Museum Experience within the Scope of Experiential Marketing Dimension

Abstract

Experiential marketing is a type of marketing that aims to trigger consumers' purchasing behaviors by offering them unique experiences, rather than simply presenting products or services as elements providing utility. This research seeks to analyze the perceptions of tourists visiting the Ephesus Experience Museum regarding their museum experiences. For this purpose, the study attempts to identify tourists' sensory, emotional, cognitive, behavioral, and relational experiences related to the Ephesus Experience Museum through the dimensions of experiential marketing. To analyze the main issue of the research, a qualitative research method was employed using a phenomenological design. Data were collected from 19 participants who visited the Ephesus Experience Museum. These interviews were conducted face-to-face, and the data were gathered using a semi-structured questionnaire. When the results of the research are evaluated as a whole, it was observed that participants generally held positive perceptions of the Ephesus Experience Museum, with the emotional experience dimension standing out among the experiential dimensions.