Tourism marketing mix model designed with an emphasis on loyalty stakeholders

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Nassimi Mohammad Hassan; REZAEI ALI AKBAR; VAZIFEHDUST HOSSEIN; SALEHI AMIRI SEYED REZA; Azizabadi Farahani Fatemeh

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Journal: Urban Tourism Year:2019 | Volume:6 | Issue:1 Page(s): 47-66

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Title

Tourism marketing mix model designed with an emphasis on loyalty stakeholders

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Keywords

Marketing mixQ2

TourismQ1

Attitude loyaltyQ1

Behavioral loyaltyQ1

Abstract

This research was conducted to design a Tourism Marketing mix model with emphasis on stakeholder loyalty in Tehran metropolis. The research method is a combination of confirmatory exploratory type. The statistical population in the qualitative and quantitative section includes all the active people in the field of Tourism and a qualitative stratified sampling method The sample size was 384 with Krejci and Morgan tables and random cluster sampling. The data collection method in the quantitative section is two researcher-made questionnaires. To analyze the data, Smart-PLS and 22 SPSS software were used and the three criteria of R2, Q2 and GOF were used to check the adequacy of the model. The results of the study confirmed the final model in the eight dimensions of the Tourism Marketing mix (product, price, promotion, Place, physical evidence, Productivity and Quality, people, and process). The results of the research show that there is a positive and meaningful relationship between dimensions of Tourism Marketing mix and attitudinal loyalty. There is a positive and significant relationship between the dimensions of the mix of Tourism marketing and self-confidence. There is a positive and meaningful relationship between the supporter of the attitude of the stakeholders and the supporter of respecting personality.

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APA: Copy

Nassimi, Mohammad Hassan, REZAEI, ALI AKBAR, VAZIFEHDUST, HOSSEIN, SALEHI AMIRI, SEYED REZA, & Azizabadi Farahani, Fatemeh. (2019). Tourism marketing mix model designed with an emphasis on loyalty stakeholders. URBAN TOURISM, 6(1 ), 47-66. SID. https://sid.ir/paper/374080/en

Vancouver: Copy

Nassimi Mohammad Hassan, REZAEI ALI AKBAR, VAZIFEHDUST HOSSEIN, SALEHI AMIRI SEYED REZA, Azizabadi Farahani Fatemeh. Tourism marketing mix model designed with an emphasis on loyalty stakeholders. URBAN TOURISM[Internet]. 2019;6(1 ):47-66. Available from: https://sid.ir/paper/374080/en

IEEE: Copy

Mohammad Hassan Nassimi, ALI AKBAR REZAEI, HOSSEIN VAZIFEHDUST, SEYED REZA SALEHI AMIRI, and Fatemeh Azizabadi Farahani, “Tourism marketing mix model designed with an emphasis on loyalty stakeholders,” URBAN TOURISM, vol. 6, no. 1 , pp. 47–66, 2019, [Online]. Available: https://sid.ir/paper/374080/en

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