Effective Factors of Service Marketing Mix on Tourist Satisfaction: A Case Study

Abstract

The core goal of the study is to examine the relationship between the service marketing mix and tourist satisfaction. The study also attempted to measures the impact of each element of service marketing on tourist satisfaction at Ahsan Manzil in Bangladesh. In order to attain the goal of the research, a good number of extant literature was reviewed and a structured questionnaire was developed to meet the research gap. Based on the studied variables non probabilistic convenience sampling method used to collect data from a sample of 250 respondents who visited the place and seven causal hypothesize was developed. Statistical measurement techniques employed for the study are descriptive, correlation, regression, ANOVA used and cronbach alpha measured the internal consistency of variables. Data analysis executed by using SPSS 20.0. The findings of the study revealed a positive linear relationship of all variables with tourist satisfaction except promotional activities. The novelty of the paper is that it exhibited the consequences of tourists’ satisfaction and dissatisfaction to guide decision-makers and to keep the specific focus on promotional activities.

Post-Pandemic Digital Tourism Strategy

“…Usually, the value of alpha 0.60 can be accepted, and when the Cronbach's Alpha value is greater than 0.70 it represents a bigger internal consistency. However, if the value is less than 0.35, then the data is seen as less reliable and needs to be removed [26]. From the collected data in this research, the value of Cronbach's Alpha is greater than 0.70, therefore the questionnaires used have a greater reliability (Table 4).…”

Strategi Bauran Pemasaran Terhadap Kepuasan Wisatawan (Studi pada D'dieuland)

“…Menurut penelitian sebelumnya (Meliani, 2020;Nugroho, 2019;Rahman et al, 2019) setiap perhatian terhadap harga dapat meningkatkan kepuasan wisatawan, sehingga harga memiliki pengaruh signifikan terhadap kepuasan wisatawan.…”

“…Berdasarkan penelitian (Hasan & Islam, 2020;Rahman et al, 2019;Riyadi & Rangkuti, 2016) dengan adanya pemerataan pelayanan saat berkunjung ke suatu tempat, kepuasan pelanggan akan meningkat sehingga tedapat pengaruh yang kuat antara tempat/saluran distribusi terhadap kepuasan.…”

“…Berdasarkan penelitian (Meliani, 2020;Rahman et al, 2019;Sandria, 2019) pelayanan yang ramah serta prioritas tamu yang tinggi dapat meningkatkan kepuasan wisatawan sehingga memiliki pengaruh yang signifikan.…”

Factors that influence tourists' satisfaction in China; evidence from selected tourist destinations in Nanjing city

“…According to (Azhar et al, 2019;Bogale & Wondirad, 2019;Cagnina et al, 2019), the marketing mix positively and substantially negatively impacted tourist satisfaction in the particular region, whereas service quality had a positive and significant impact on tourist satisfaction. According to (Rahman et al, 2019;Bagri & Kala, 2015), a variety of tourist activities, hospitality, and safety are important factors in determining tourist satisfaction, whereas basic facilities such as lodging, transportation, tourism infrastructure, and hygiene and sanitation at the destination are also important. Despite that (Park et al 2019) argued that many tourists have expressed lower satisfaction with the quality of the place and image.…”