Today, when physical, cultural and economic boundaries have disappeared and the market has evolved into a single market, the tourism industry is very important for national and regional development. Recognizing this importance, destinations focus on marketing activities in order to attract more tourists and increase their income in the same way. With the increase in the efforts of the destinations to reach the said goals, the competition between the destinations increases and at the same time, the methods of competing are changing. In this respect, a few important ways to be successful are to offer value to customers, create value for customers, ensure customer satisfaction, and create loyal customers by recommending the brand and products of the consumers. More specifically, businesses need to be aware of the importance of providing perceived value and customer satisfaction in order to be successful and maintain this success. Since it is known that perceived value is the building block in creating customer satisfaction, businesses need to learn and practice creating value for customers.

The main purpose of this research is to reveal the effect of perceived value on customer satisfaction and e-WOM in 4 and 5 star thermal accommodation establishments in Afyonkarahisar. In order to create the theoretical structure of the study, by making a literature review; respectively, the concepts of perceived value, customer satisfaction and e-WOM are explained. In the study, using the quantitative research method, questionnaire technique was used as a data collection tool. The universe of the study is 4- and 5 star thermal accommodation establishments in Afyonkarahisar province. Since the number of tourists coming to the region, which is the subject of the research, is not known, 384 samples were reached by using the convenience sampling method in the study.

According to the results obtained from the research, a positive relationship was found between perceived value, customer satisfaction and e-WOM. Additionally, perceived value is a determinant of customer satisfaction. It is believed that the study's results will both contribute to the literature and provide guidance to managers in the sector.