Evaluate the effect of marketing mix on the perceived value, destination image and loyalty of Tourists (Case Study: Khalkhal City)

Subject Areas : Urban and Regional Planning Studies

nasrollah molaeihashjin ¹ ( Professor Department of Geography, Rasht Branch ,Islamic Azad University, Rasht ,Iran )
saeideh esmaili ² ( Ph.D Candidate in Tourism, Allameh Tabataba'i University, Tehran, Iran. )
mohammad alizadeh ³ ( Assistant Professor, Department of Iranian Studies, Vali Asr University, Rafsanjan, Rafsanjan, Iran )
samaneh eskandari ⁴ ( M.A of Tourism management, University of Tehran, Tehran, Iran. )

Received: 2017-04-19 Accepted : 2023-02-07 Published : 2023-02-07

Keywords: Perceived Quality, marketing mix, perceived value, tourist destination, the image of a tourist destination,

Abstract :

Introduction The marketing mix of tourism industry is a very useful tool for assisting managers in tourism destinations so that they can resolve the management issues and plan the tourism development of destinations. For this reason, based on marketing mix (7 P), it is possible to examine the impact of each of these elements on the quality and value that tourists understand from visiting the destination so that they can be visited by using appropriate marketing policies to enable tourists to visit and recommend to visit the destination that will eventually bring the economic development of the destination.MethodologyIt is a descriptive survey that aims to determine the effect of the selected elements of tourism marketing mix (price, physical evidence, people, distribution, product, process, promotion) on perceived quality, perceived value, destination image, and loyalty of tourists. The sample size is calculated 385 persons. By using the questionnaire, the spss software was used to analyze the data through the pearson correlation method.Geographical area of research Khalkhal city is located at a total area of 2,800 square kilometers in the north of the Iranian plateau between 48 degrees and 32 minutes in latitude, 37 minutes and 37 ° latitude from the west to eastern Azerbaijan Province and to the south to Zanjan Province to the south and distance from the provincial capital of 114 km.Results and discussion In order to analyze the results of the research, the Pearson correlation test (Table 4), the T test of the two independent samples (Table 5) and path analysis technique (Table 6) were used. The results show that the elements of tourism marketing mix had an effect on all dependent variebles.ConclusionThe results show that physical evidence, people and promotion have the greatest impact on quality, perceived value and loyalty of customers and finally on the image of Khalkhal. Therefore, we propose that managers of travel and leisure destinations should focus on the inner and key elements of the destination, such as advertising, promotion, and new attractions as a means of improving the perceptual quality of the destination.