Abstract: The aim of this study is to investigate the relationship
between expectation, satisfaction and loyalty of South Korean
tourists visiting Turkey. In the research, a questionnaire was used as a
data collecting tool. The questionnaires are filled by South Korean
tourists coming to Turkey through package tours and individual. The
survey was conducted in 2014 in Nevsehir (Cappadocia Region) and
Istanbul. Tourist guides and agency staff have helped the
implementation of surveys. The survey questions are composed of 4
parts, which are “demographic characteristics of tourists”, “travel
behavior characteristics”, “perception of expectations on destination
attributes” and “perception of destination loyalty”. 5-point Likert
type scale including 28 destination attributes was used to measure the
expectations of South Korean tourists coming to Turkey. Questions
were directed to the tourists to measure the destination loyalty. The
questions relating to destination loyalty are “Talking about Turkey to
others”, “Recommendation Turkey to others” and “Tourists’
intentions to revisit Turkey”. The basic hypothesis of the research is
that there is a statistically significant relationship among
expectations, satisfactions and destination loyalty of South Korean
tourists coming to Turkey. The results indicated that the expectation
had a significant effect on overall satisfaction. In addition it was seen
that between overall satisfaction of tourists and destination loyalty
had a significant relationship. Based on findings, some suggestions
for tour operators and travel agencies were made.