Browsing by Author "Melese, Getachew"

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    The Effect of Marketing Mix Elements on the Satisfaction of Inbound Tourists to Ethiopia
    (Addis Ababa University, 2017-05-08) Melese, Getachew; Mesfin, Tewodros (PhD)
    This study is designed to examine the relationship between satisfaction of inbound tourists to Ethiopia and the marketing mix elements. The marketing mix elements which were surveyed had been destination (product), price, places, processes, promotion, physical evidence and people. The study had mainly employed quantitative approach and used descriptive analysis and regression. It was supplemented by key informant interview. The sample size was 385 tourists who were in Ethiopia in the month April 2017. The survey had 50 questions covering demographic details, travel characteristics and survey response on marketing mix elements. Data were also tested using linearity, Cronbach alpha and multicollinearity in order to determine the appropriateness of the data and the tools used for analysis. The findings show that the marketing mix elements in general were partially responsible for the satisfaction of inbound tourists to Ethiopia. The variables that had significant effect on satisfaction of inbound tourists were found to be destination (product), people, price and physical evidence. The contribution of places, processes and promotion in the satisfaction of the inbound tourists was insignificant.