Teferra, Belaynesh (PhD)Tsegaw, Amanuel2021-01-012023-11-042021-01-012023-11-042020-06http://etd.aau.edu.et/handle/123456789/24477This study is designed to examine the relationship between selected marketing strategies of the marketing mix elements and business performances of tour operators in Addis Ababa, Ethiopia. The marketing mix elements which were surveyed are Product (the destination & experience), Price, Place (distribution channel), Promotion and Processes. The study had mainly employed quantitative approach with descriptive statistics analysis and regression. The sample size was 63 Tour Operating firms which solely or partially provide tourism service for affluent travelers. The survey questionnaire had 40 questions covering demographic details, level of application of marketing strategies by tour operators and survey response on selected marketing mix elements. Data were tested using linearity, normality, Cronbach alpha and multicollinearity in order to determine the appropriateness of the data and the tools used for analysis. Correlation and regression methods were applied for data analysis were applied to examine the relationship. The findings showed that the selected marketing mix elements in general were partially responsible for the business performance of tour operators in Ethiopian luxury tourism. The variables that had significant effect on satisfaction of inbound tourists were found to be Product, Place and Promotion. The contribution of Price and Process in the business performance of tour operators for luxury tourism was found to be insignificanten-USMarketing Mixbusiness performanceluxury tourismThesis