The Effect of Marketing Mix Elements on the Satisfaction of Inbound Tourists to Ethiopia
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Date
2017-05-08
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Addis Ababa University
Abstract
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.
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Keywords
Marketing Mix, Product, price