Key Success Factors for Doing Business in Hot Air Balloon Riding

The presented study analyzes the relation between customer satisfaction with balloon riding experience and related support activities. The field research by the method of the questionnaire survey of the hot balloon ride events participants was conducted in the Pamukkale district of Denizli province in Turkey. The target group of the research consisted of people who came to Pamukkale and who have participated in the balloon riding activity which is a memorable tourism experience. The questionnaire survey of participants was realized right after their balloon ride experience by research volunteers. Collected data were analyzed through reliability, factor, and regression analyses using package software. In the scope of memorable tourism experiences, the highest average value among the effects of the balloon ride experience was identified in case of happiness, followed by satisfaction and spending level. The effects of the balloon ride experience on happiness, satisfaction, and spending level were positively impacted by the support given for the improvement of hot air balloon activities. The variables describing satisfaction, happiness, and spending level were determined as the most important determinants in relation to support given to hot air balloon activities. The results of this study show that balloon businesses have to increase satisfaction, happiness, and spending levels for the customers who participate in the balloon riding experience. In this way, consumers will support hot air balloon activities, thus increasing the demand for hot air balloon experiences.