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

TLDR: In this article, the authors examined the relationship between the service marketing mix and tourist satisfaction and attempted to measure the impact of each element of service marketing on tourist satisfaction at Ahsan Manzil in Bangladesh.

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.