Research Article
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The Satisfaction Level of Tourism Marketing Mix Components in Aden City: The Perspective of Residants

Year 2022, Volume 3, Issue 1, 50 - 67, 28.03.2022
https://doi.org/10.54493/jgttr.1021321

Abstract

Çalışma, Aden kentinde turizm pazarlama karması bileşenlerinin algılanan düzeyini ve kentin bir turizm destinasyonu olarak algılanan düzeyinin ziyaretçiler tarafından değerlendirilmesini amaçlamaktadır. Sonuçlar, pazarlama karması bileşenlerinin "tanıtım" dışında bir turizm destinasyonu olarak Aden'den turistlerin memnuniyeti üzerinde olumlu bir etkiye sahip olduğuydu. Pazarlama karması bileşenleri, "ortaklık" dışında cinsiyetle önemli bir ilişkiye sahiptir. Fiyat, yer ve kişi, farklı eğitim grupları arasında istatistiksel olarak anlamlıdır. Fiyat, kişi ve programlama, farklı gelir seviyeleri arasında istatistiksel öneme sahiptir. Aden'de sadece plajlar ve oteller değil, birçok turizm etkinliğinin paylaşılması için alternatif ziyaret yerleri geliştirilmelidir. Aden, turizm stratejisine entegre edilebilecek tarihi, doğal ve kültürel bir boyuta sahiptir. Bölgesel, Arap, Hint ve batı kültürleri arasında iletişim kuran bir kültür şehri oluşturabilir.

References

  • Abdulnabi Al Debi, H., & Mustasa, A. (2014). The Impact of Services Marketing Mix 7ps in Competitive Advantage to Five Stars Hotel. In The Clute Institute International Academic Conference, Florida (Vol. 1, No. 1, pp. 39-48). Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of tourism research, 37(1), 52-73. ‏
  • Alipour, M., Hajaliakbari, F., & Javanbakht, N. (2011). The impact of web-marketing mix (4s) on development of tourism industry in Iran. International Journal of Business and Social Science, 2(6), 267-274. ‏
  • Baloglu, S., & Mangaloglu, M. (2001). Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management, 22(1), 1-9. ‏
  • Blois, K.J. (1974). The Marketing of Services: An Approach. European Journal of Marketing, Vol. 8, no 2, 137-145.
  • Borden, N. H. (1964). The concept of the marketing mix. Journal of advertising research, 4(2), 2-7. ‏‏
  • Cater, C., Albayrak, T., Caber, M., & Taylor, S. (2021). Flow, satisfaction, and storytelling: A causal relationship? Evidence from scuba diving in Turkey. Current Issues in Tourism, 24(12), 1749-1767. ‏
  • Constantinides, E. (2006). The marketing mix revisited: towards the 21st-century marketing. Journal of Marketing Management, 22(3-4), 407-438. ‏
  • Cooper, C. P., & Ozdil, I. (1992). From mass to 'responsible tourism: The Turkish experience. Tourism Management, 13(4), 377-386. ‏
  • Dann, S. (2010). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business Research, 63(2), 147-153. ‏
  • Donohoe, H. M. (2012). Sustainable heritage tourism marketing and Canada's Rideau Canal world heritage site. Journal of Sustainable Tourism, 20(1), 121-142. ‏
  • Feng, R., & Morrison, A. M. (2002). GIS applications in tourism and hospitality marketing: A case in Brown County, Indiana. Anatolia, 13(2), 127-143. ‏
  • Geeraert, N., Demes, K. A., & Ward, C. (2021). Sojourner expectations: Are they met and does it matter if they’re not? International Journal of Intercultural Relations, 84, 27-40. ‏
  • Ghorbanzadeh, D., Shabbir, M. S., Mahmood, A., & Kazemi, E. (2020). Investigating the role of experience quality in predicting destination image, perceived value, satisfaction, and behavioral intentions: a case of war tourism. Current Issues in Tourism, 1-17. ‏
  • Grădinaru, C., Toma, S. G., & Marinescu, P. (2016). Marketing mix in services. Ovidius” University Annals. ‏
  • Hinch, T. D., Higham, J. E., & Moyle, B. D. (2016). Sports tourism and sustainable destinations: foundations and pathways. ‏
  • Jamal, T., & Camargo, B. A. (2014). Sustainable tourism, justice and an ethic of care: Toward the just destination. Journal of Sustainable Tourism, 22(1), 11-30. ‏
  • Karim, R., Latip, N. A., Marzuki, A., Haider, S., Nelofar, M., & Muhammad, F. (2021). The Impact of 4Ps Marketing Mix in Tourism
  • Development in the Mountain Areas: A Case Study. International Journal of Economics & Business Administration (IJEBA), 9(2), 231-245. ‏
  • Kotler, P., Makens, J. C., Bowen, J. T., & Baloglu, S. (2018). Marketing for hospitality and tourism. Pearson Education. ‏ Kuhzady, S., & Ghasemi, V. (2019). Factors influencing customers' satisfaction and dissatisfaction with hotels: A text-mining approach. Tourism Analysis, 24(1), 69-79. ‏
  • Lei, W., Kostopoulou, S., Huibin, Y. (2014). The relation of Destination Marketing and Destination Management from a Theoretical Perspective. International Conference on International Business, ICIB.
  • Li, X. R., Lai, C., Harrill, R., Kline, S., & Wang, L. (2011). When east meets west: An exploratory study on Chinese outbound tourists’ travel expectations. Tourism Management, 32(4), 741-749. ‏
  • Liu, C. H. S., & Chou, S. F. (2016). Tourism strategy development and facilitation of integrative processes among brand equity, marketing, and motivation. Tourism Management, 54, 298-308.
  • Madden, K., Rashid, B., & Zainol, N. A. (2016). Beyond the motivation theory of destination image. Tourism and hospitality management, 22(2), 247-264. ‏
  • Magatef, S. G. (2015). The impact of tourism marketing mix elements on the satisfaction of inbound tourists to Jordan. International Journal of Business and Social Science, 6(7), 41-58. ‏
  • Melnic, E. L. (2017). The emergence of the marketing mix in the banking sector. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 10(2), 35-42. ‏
  • Möller, K. (2006). The marketing mix revisited: Towards the 21st-century marketing by E. Constantinides. ‏
  • Nekmahmud, M., & Hassan, A. (2021). Tourism Products and Services in Bangladesh: In Search of Policy and Development Frameworks. Tourism Products and Services in Bangladesh: Concept Analysis and Development Suggestions, 1. ‏
  • Okumus, B., Okumus, F., & McKercher, B. (2007). Incorporating local and international cuisines in the marketing of tourism destinations: The cases of Hong Kong and Turkey. Tourism Management, 28(1), 253-261. ‏
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. ‏
  • Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge. ‏
  • Othman, B., Harun, A., Rashid, W., Nazeer, S., Kassim, A., & Kadhim, K. (2019). The influences of service marketing mix on customer loyalty towards Umrah travel agents: Evidence from Malaysia. Management Science Letters, 9(6), 865-876. ‏
  • Özgür, Ö. Z. E. R. (2012). The role of marketing mix components in destination choices of visitors and the case of Dalyan. ‏
  • Padma, P., & Ahn, J. (2020). Guest satisfaction & dissatisfaction in luxury hotels: An application of big data. International Journal of Hospitality Management, 84, 102318. ‏
  • Pramesti, T. N., Hidayati, N., & Basalamah, M. R. (2021). Strategy Analysis of the Marketing Mix in the New Normal Era on Orange Picking Tourism in Mojokerto. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(3), 4415-4428. ‏
  • Rafiq, M., & Ahmed, P. K. (1995). Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning. ‏
  • Rice, S., Winter, S. R., Doherty, S., & Milner, M. (2017). Advantages and disadvantages of using internet-based survey methods in aviation-related research. Journal of Aviation Technology and Engineering, 7(1), 5.
  • Robina-Ramírez, R., Isabel Sánchez-Hernández, M., & Díaz-Caro, C. (2021). Hotel manager perceptions about corporate compliance in the tourism industry: an empirical regional case study in Spain. Journal of Management and Governance, 25(2), 627-654. ‏
  • Rodriguez-Giron, S., & Vanneste, D. (2019). Social capital at the tourist destination level: Determining the dimensions to assess and improve collective action in tourism. Tourist Studies, 19(1), 23-42. ‏
  • Sari, P. I., & Lestari, Y. D. (2021). Determinants of Tourist Satisfaction and Dissatisfaction on Tourism Village. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 9(1), 09-24. ‏
  • Sarker, M. A. H., Aimin, W., & Begum, S. (2012). Investigating the impact of marketing mix elements on tourists 'satisfaction: An empirical study on the east lake. European journal of business and management, 4(7), 273-282. ‏
  • Shahijan, M. K., Rezaei, S., & Amin, M. (2018). Qualities of effective cruise marketing strategy: Cruisers’ experience, service convenience, values, satisfaction and revisit intention. International Journal of Quality & Reliability Management. ‏
  • Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73-80. ‏
  • Tölkes, C. (2018). Sustainability communication in tourism–A literature review. Tourism Management Perspectives, 27, 10-21. ‏
  • Turner, L. W., Reisinger, Y. V., & McQuilken, L. (2002). How cultural differences cause dimensions of tourism satisfaction. Journal of Travel & Tourism Marketing, 11(1), 79-101. ‏
  • Ukaj, F. (2010). Marketing Concept as a Tool for Development of Tourism in Kosovo. Journal of Environmental Management and Tourism (JEMT), 1(01 (01)), 57-62. ‏
  • Ukaj, F. (2014). Development of a Tourist Destination Based on Marketing Activities. Academic Journal of Interdisciplinary Studies, 3(2), 141-141. ‏
  • Verma, H. V. (2011). Services marketing: Text and Cases, 2/e. Pearson Education India. ‏
  • Wei, X., Ma, E., Jiang, K., & We, L. (2019). Pre-travel anticipation as a catalyst of happiness---do demographics matter? Journal of Hospitality and Tourism Management, 40, 21-30. ‏
  • Yung, R., Khoo-Lattimore, C., & Potter, L. E. (2021). VR the world: Experimenting with emotion and presence for tourism marketing. Journal of Hospitality and Tourism Management, 46, 160-171. ‏
  • Zhang, J., & Dong, L. (2021). Image monitoring and management of hot tourism destinations based on data mining technology in a big data environment.

The Satisfaction Level of Tourist’s Marketing Mix Components in Aden City

Year 2022, Volume 3, Issue 1, 50 - 67, 28.03.2022
https://doi.org/10.54493/jgttr.1021321

Abstract

The study aims to examine the perceived level of the tourism marketing mix components in Aden city, and assessment of the perceived level of the city as a tourist destination by visitors. The results were marketing mix components have a positive impact on tourists’ satisfaction with Aden as a tourist destination except for "promotion". Marketing mix components have a significant relationship to gender except for "partnership". Price, place, and person have statistical significance between different educational groups. Price, person, and programming have statistical significance between different income levels. Alternative visiting sites must be enhanced in Aden not only beaches and hotels are to share most tourism activities. Aden has a historical, natural, and cultural aspect that can be integrated into tourism strategy. It can form a communicating cultural city between regional, Arab, Indian, and western cultures.

References

  • Abdulnabi Al Debi, H., & Mustasa, A. (2014). The Impact of Services Marketing Mix 7ps in Competitive Advantage to Five Stars Hotel. In The Clute Institute International Academic Conference, Florida (Vol. 1, No. 1, pp. 39-48). Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of tourism research, 37(1), 52-73. ‏
  • Alipour, M., Hajaliakbari, F., & Javanbakht, N. (2011). The impact of web-marketing mix (4s) on development of tourism industry in Iran. International Journal of Business and Social Science, 2(6), 267-274. ‏
  • Baloglu, S., & Mangaloglu, M. (2001). Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management, 22(1), 1-9. ‏
  • Blois, K.J. (1974). The Marketing of Services: An Approach. European Journal of Marketing, Vol. 8, no 2, 137-145.
  • Borden, N. H. (1964). The concept of the marketing mix. Journal of advertising research, 4(2), 2-7. ‏‏
  • Cater, C., Albayrak, T., Caber, M., & Taylor, S. (2021). Flow, satisfaction, and storytelling: A causal relationship? Evidence from scuba diving in Turkey. Current Issues in Tourism, 24(12), 1749-1767. ‏
  • Constantinides, E. (2006). The marketing mix revisited: towards the 21st-century marketing. Journal of Marketing Management, 22(3-4), 407-438. ‏
  • Cooper, C. P., & Ozdil, I. (1992). From mass to 'responsible tourism: The Turkish experience. Tourism Management, 13(4), 377-386. ‏
  • Dann, S. (2010). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business Research, 63(2), 147-153. ‏
  • Donohoe, H. M. (2012). Sustainable heritage tourism marketing and Canada's Rideau Canal world heritage site. Journal of Sustainable Tourism, 20(1), 121-142. ‏
  • Feng, R., & Morrison, A. M. (2002). GIS applications in tourism and hospitality marketing: A case in Brown County, Indiana. Anatolia, 13(2), 127-143. ‏
  • Geeraert, N., Demes, K. A., & Ward, C. (2021). Sojourner expectations: Are they met and does it matter if they’re not? International Journal of Intercultural Relations, 84, 27-40. ‏
  • Ghorbanzadeh, D., Shabbir, M. S., Mahmood, A., & Kazemi, E. (2020). Investigating the role of experience quality in predicting destination image, perceived value, satisfaction, and behavioral intentions: a case of war tourism. Current Issues in Tourism, 1-17. ‏
  • Grădinaru, C., Toma, S. G., & Marinescu, P. (2016). Marketing mix in services. Ovidius” University Annals. ‏
  • Hinch, T. D., Higham, J. E., & Moyle, B. D. (2016). Sports tourism and sustainable destinations: foundations and pathways. ‏
  • Jamal, T., & Camargo, B. A. (2014). Sustainable tourism, justice and an ethic of care: Toward the just destination. Journal of Sustainable Tourism, 22(1), 11-30. ‏
  • Karim, R., Latip, N. A., Marzuki, A., Haider, S., Nelofar, M., & Muhammad, F. (2021). The Impact of 4Ps Marketing Mix in Tourism
  • Development in the Mountain Areas: A Case Study. International Journal of Economics & Business Administration (IJEBA), 9(2), 231-245. ‏
  • Kotler, P., Makens, J. C., Bowen, J. T., & Baloglu, S. (2018). Marketing for hospitality and tourism. Pearson Education. ‏ Kuhzady, S., & Ghasemi, V. (2019). Factors influencing customers' satisfaction and dissatisfaction with hotels: A text-mining approach. Tourism Analysis, 24(1), 69-79. ‏
  • Lei, W., Kostopoulou, S., Huibin, Y. (2014). The relation of Destination Marketing and Destination Management from a Theoretical Perspective. International Conference on International Business, ICIB.
  • Li, X. R., Lai, C., Harrill, R., Kline, S., & Wang, L. (2011). When east meets west: An exploratory study on Chinese outbound tourists’ travel expectations. Tourism Management, 32(4), 741-749. ‏
  • Liu, C. H. S., & Chou, S. F. (2016). Tourism strategy development and facilitation of integrative processes among brand equity, marketing, and motivation. Tourism Management, 54, 298-308.
  • Madden, K., Rashid, B., & Zainol, N. A. (2016). Beyond the motivation theory of destination image. Tourism and hospitality management, 22(2), 247-264. ‏
  • Magatef, S. G. (2015). The impact of tourism marketing mix elements on the satisfaction of inbound tourists to Jordan. International Journal of Business and Social Science, 6(7), 41-58. ‏
  • Melnic, E. L. (2017). The emergence of the marketing mix in the banking sector. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 10(2), 35-42. ‏
  • Möller, K. (2006). The marketing mix revisited: Towards the 21st-century marketing by E. Constantinides. ‏
  • Nekmahmud, M., & Hassan, A. (2021). Tourism Products and Services in Bangladesh: In Search of Policy and Development Frameworks. Tourism Products and Services in Bangladesh: Concept Analysis and Development Suggestions, 1. ‏
  • Okumus, B., Okumus, F., & McKercher, B. (2007). Incorporating local and international cuisines in the marketing of tourism destinations: The cases of Hong Kong and Turkey. Tourism Management, 28(1), 253-261. ‏
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. ‏
  • Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge. ‏
  • Othman, B., Harun, A., Rashid, W., Nazeer, S., Kassim, A., & Kadhim, K. (2019). The influences of service marketing mix on customer loyalty towards Umrah travel agents: Evidence from Malaysia. Management Science Letters, 9(6), 865-876. ‏
  • Özgür, Ö. Z. E. R. (2012). The role of marketing mix components in destination choices of visitors and the case of Dalyan. ‏
  • Padma, P., & Ahn, J. (2020). Guest satisfaction & dissatisfaction in luxury hotels: An application of big data. International Journal of Hospitality Management, 84, 102318. ‏
  • Pramesti, T. N., Hidayati, N., & Basalamah, M. R. (2021). Strategy Analysis of the Marketing Mix in the New Normal Era on Orange Picking Tourism in Mojokerto. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(3), 4415-4428. ‏
  • Rafiq, M., & Ahmed, P. K. (1995). Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning. ‏
  • Rice, S., Winter, S. R., Doherty, S., & Milner, M. (2017). Advantages and disadvantages of using internet-based survey methods in aviation-related research. Journal of Aviation Technology and Engineering, 7(1), 5.
  • Robina-Ramírez, R., Isabel Sánchez-Hernández, M., & Díaz-Caro, C. (2021). Hotel manager perceptions about corporate compliance in the tourism industry: an empirical regional case study in Spain. Journal of Management and Governance, 25(2), 627-654. ‏
  • Rodriguez-Giron, S., & Vanneste, D. (2019). Social capital at the tourist destination level: Determining the dimensions to assess and improve collective action in tourism. Tourist Studies, 19(1), 23-42. ‏
  • Sari, P. I., & Lestari, Y. D. (2021). Determinants of Tourist Satisfaction and Dissatisfaction on Tourism Village. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 9(1), 09-24. ‏
  • Sarker, M. A. H., Aimin, W., & Begum, S. (2012). Investigating the impact of marketing mix elements on tourists 'satisfaction: An empirical study on the east lake. European journal of business and management, 4(7), 273-282. ‏
  • Shahijan, M. K., Rezaei, S., & Amin, M. (2018). Qualities of effective cruise marketing strategy: Cruisers’ experience, service convenience, values, satisfaction and revisit intention. International Journal of Quality & Reliability Management. ‏
  • Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73-80. ‏
  • Tölkes, C. (2018). Sustainability communication in tourism–A literature review. Tourism Management Perspectives, 27, 10-21. ‏
  • Turner, L. W., Reisinger, Y. V., & McQuilken, L. (2002). How cultural differences cause dimensions of tourism satisfaction. Journal of Travel & Tourism Marketing, 11(1), 79-101. ‏
  • Ukaj, F. (2010). Marketing Concept as a Tool for Development of Tourism in Kosovo. Journal of Environmental Management and Tourism (JEMT), 1(01 (01)), 57-62. ‏
  • Ukaj, F. (2014). Development of a Tourist Destination Based on Marketing Activities. Academic Journal of Interdisciplinary Studies, 3(2), 141-141. ‏
  • Verma, H. V. (2011). Services marketing: Text and Cases, 2/e. Pearson Education India. ‏
  • Wei, X., Ma, E., Jiang, K., & We, L. (2019). Pre-travel anticipation as a catalyst of happiness---do demographics matter? Journal of Hospitality and Tourism Management, 40, 21-30. ‏
  • Yung, R., Khoo-Lattimore, C., & Potter, L. E. (2021). VR the world: Experimenting with emotion and presence for tourism marketing. Journal of Hospitality and Tourism Management, 46, 160-171. ‏
  • Zhang, J., & Dong, L. (2021). Image monitoring and management of hot tourism destinations based on data mining technology in a big data environment.

Details

Primary Language English
Subjects Hospitality Leisure Sport and Tourism
Published Date mart 2022
Journal Section Research Articles
Authors

Yazeed AHMED
Taiz University
0000-0002-4772-8571
Türkiye


Yeşim HELHEL (Primary Author)
AKDENİZ ÜNİVERSİTESİ, TURİZM FAKÜLTESİ, TURİZM İŞLETMECİLİĞİ BÖLÜMÜ
0000-0002-1293-6450
Türkiye

Early Pub Date March 14, 2022
Publication Date March 28, 2022
Application Date November 23, 2021
Acceptance Date March 3, 2022
Published in Issue Year 2022, Volume 3, Issue 1

Cite

APA Ahmed, Y. & Helhel, Y. (2022). The Satisfaction Level of Tourist’s Marketing Mix Components in Aden City . Journal of Global Tourism and Technology Research , 3 (1) , 50-67 . DOI: 10.54493/jgttr.1021321

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