The effect of quality of marketing mix elements on the satisfaction of winter sports tourists of Alvars ski resort in Ardebil province

Subject Areas :

sadaf hesari ¹ , nasrin Azizian Kohan ² , mehrdad mmoharramzadeh ³

1 - Mohaghegh Ardabili University, Faculty of Educational Psychology, Ardabil
2 - Mohaghegh Ardabili University, Faculty of Educational Psychology, Ardabil
3 - Mohaghegh Ardabili University, Faculty of Educational Psychology, Ardabil

Received: 2021-04-06 Accepted : 2021-05-17 Published : 2021-05-22

Keywords: Tourism Industry, Quality, satisfaction, sports tourism,

Abstract :

Nowadays, Ardabil province has become one of the tourism hubs in the country and this issue has provided a platform for investment in this city. Therefore, tourism marketing activities and programs, especially the marketing mix elements in this city, is considered necessary and important. The present study was conducted to investigate the effect of the quality of marketing mix elements on the satisfaction of winter sports tourists in Alvares ski resort in Ardabil province. The research method is descriptive-analytical and applied that the statistical population is tourists with at least one ski experience in Ardabil. In this research, in order to assess the validity of the content, the views of supervisors, consultants and experts have been used. The reliability of all variables is in the acceptable range. To collect the necessary data to test the research hypotheses, the questionnaires of mixed marketing elements among tourists (110 questionnaires) were used; for descriptive analysis of the data, tables of graphs, scattering indices; Kolmogorov-Smirnov test is used in SPSS software package. Findings and results show that the main hypotheses are acceptable and the elements of marketing have a significant positive effect on satisfaction.

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