Role marketing mix on tourist revisit
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The Role of Marketing Mix on Tourist Revisit Intention
Introduction to Marketing Mix in Tourism
The marketing mix, often encapsulated by the 4Ps—product, price, place, and promotion—plays a crucial role in shaping tourists' decisions to revisit destinations. This article synthesizes research findings on how different elements of the marketing mix influence tourists' revisit intentions across various contexts.
Product Quality and Tourist Revisit Intention
Product quality is a significant driver of tourists' revisit intentions. High-quality tourism products, such as unique hotel designs and superior facilities, enhance the overall tourist experience, making them more likely to return. In cultural tourism cities, experiential marketing that includes sensory, action, emotional, and thinking experiences can significantly boost tourists' positive emotions and their intention to revisit.
Price and Its Impact on Revisit Intention
Price affordability and compatibility with service quality are critical factors in the marketing mix that influence tourists' decisions to revisit. Competitive pricing strategies that align with the perceived value of the service can encourage repeat visits. Additionally, price incentives and promotions can further enhance tourists' willingness to return.
Place and Accessibility
The location and accessibility of tourism destinations are pivotal in the marketing mix. Easy access and a favorable surrounding environment significantly contribute to tourists' revisit intentions. For instance, the accessibility of beach tourism sites in Bangladesh was found to have a positive impact on tourists' propensity to revisit. Similarly, the strategic location of hotels and other tourism facilities can drive repeat visits.
Promotion and Its Role in Revisit Intention
Effective promotional strategies, including attractive advertisements and engaging promotional content, play a vital role in influencing tourists' revisit intentions. Promotions that highlight the unique aspects of a destination or service can create a lasting impression, encouraging tourists to return. Moreover, experiential marketing in cultural tourism cities, which involves engaging tourists through various sensory and emotional experiences, has been shown to enhance revisit intentions.
The Influence of e-WOM and Destination Image
Electronic word-of-mouth (e-WOM) significantly mediates the relationship between the marketing mix and tourists' revisit intentions. Positive e-WOM, driven by a favorable destination image and effective marketing strategies, can amplify tourists' interest in revisiting a destination. The destination image itself, along with service quality, also directly impacts tourist satisfaction and their decision to revisit.
Extended Marketing Mix and Subjective Norms
The extended marketing mix, which includes additional elements such as people and physical evidence, along with subjective norms, has been shown to positively influence revisit intentions. In beach tourism destinations, factors like the behavior of staff and the physical environment play a crucial role in shaping tourists' decisions to return.
Conclusion
The marketing mix elements—product, price, place, and promotion—along with extended factors like people and physical evidence, significantly influence tourists' revisit intentions. Effective marketing strategies that enhance product quality, ensure competitive pricing, improve accessibility, and engage tourists through compelling promotions can drive repeat visits. Additionally, leveraging e-WOM and maintaining a positive destination image are essential for encouraging tourists to return. By understanding and optimizing these elements, tourism managers can foster greater tourist loyalty and ensure sustainable growth in the tourism sector.
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