Investigation of The Impact of Extended Marketing Mix and Subjective Norms on Visitors’ Revisit Intention: A Case of Beach Tourism Destinations

Year 2023, Volume: 7 Issue: 1, 39 - 54, 31.03.2023

Md. Mahide Hasan , Mahabuba Khanm Mim , Afzal Hossaın , Md Yusuf Hossein Khan

https://doi.org/10.32958/gastoria.1100275

Abstract

Tourists' revisit intention, which refers to their anticipated likelihood of returning to the same destination, is a subset of positive post-purchase behavior and a critical component of tourist loyalty. Thus, the purpose of this study was to determine the effect of an extended marketing mix and subjective norms on visitors' propensity to revisit beach tourism sites in Bangladesh. This study used a descriptive research design. Purposive sampling was utilized in this investigation. Both primary and secondary data were analyzed. Using a standardized questionnaire, primary data were acquired using a five-point Likert scale from 221 Bangladeshi tourists visiting beach tourism sites. The data were analyzed using the Statistical Package for the Social Sciences (SPSS) 25.0 version software. It was investigated with descriptive statistics, a multicollinearity test, a reliability test, and multiple regression. The regression analysis results demonstrated that people, physical evidence, and subjective norms had a significant and positive impact on revisiting intention to beach tourism destinations in Bangladesh. The assessment results can be created consciousness among all stakeholders about visitors' revisit intention related to the extended marketing mix and subjective norms, as well as in the research area. Administrators of the Bangladesh Tourism Board (BTB) and Bangladesh Parjatan Corporation (BPC) will be focused appropriately on evolving the approach for using extended marketing policies and subjective norms of revisiting intention to beach tourism destinations in Bangladesh.

Keywords

Beach tourism destinations, revisit intention, extended marketing mix (3P’s), Bangladesh

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