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Impact of Service Marketing Mix Elements on Tourists’ Satisfaction During Covid-19: An Empirical Study in the Eastern Part of Bangladesh

Author

Listed:
  • Goutam Saha

    (Department of Business Administration (DBA), Bangladesh Army University of Science and Technology, Saidpur Cantonment, Nilphamari, Bangladesh.)

  • Benazir Ishaque

    (Department of Business Administration (DBA), Notre Dame University Bangladesh.)

Abstract

Covid-19 has created humungous negative effects on the well-being of people, society, the world economy, and this study’s point of interest-tourism sector around the world. Very little research in the context of Bangladesh has explored the impact of this pandemic has on tourists. As a result, the purpose of this study is to explain the function that the service marketing mix elements (7Ps) play toward the degree of satisfaction of the tourists from the perspective of the eastern region of Bangladesh. In doing so, the determinants of 7Ps towards tourists’ satisfaction were also discovered, and their indirect consequences on the tourist sector were explored. A questionnaire for a survey was given to 250 people who had visited the eastern area of Bangladesh. A seven-factor model was suggested, and multivariate regression analysis was used to find several independent variables that could be used to predict or explain the dependent variable. For the first time in the eastern region of Bangladesh, a study has examined the impact of service marketing mix aspects on tourists’ satisfaction, offering empirical proof at a time of crisis. The findings of the study reveal that tourists’ satisfaction is favorably correlated with service marketing mix factors. This research gives practical advice for tourist marketers to design the 7Ps and to develop and maintain sustainable and profitable tourist relationships.

Suggested Citation

  • Goutam Saha & Benazir Ishaque, 2022. "Impact of Service Marketing Mix Elements on Tourists’ Satisfaction During Covid-19: An Empirical Study in the Eastern Part of Bangladesh," International Journal of Science and Business, IJSAB International, vol. 15(1), pages 28-44.
    • Handle: RePEc:aif:journl:v:15:y:2022:i:1:p:28-44
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    References listed on IDEAS

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    1. Kannan, Srinivasan, 2009. "Tourism Marketing: A Service Marketing perspective," MPRA Paper 14031, University Library of Munich, Germany.
    2. Yohana Yosta Permatasari & Fulgentius Danardana Murwani & S.M. Suharto, 2017. "Examining the Structural Relationships of Service Quality, Destination Image, Tourist Satisfaction and Loyalty: An Integrated Approach," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(6), pages 367-378, June.
    3. Bestoon Abdulmaged Othman* & Amran Bin Harun & Safdar Nazeer, 2018. "Issues and Challenges Faced by Malaysian Umrah Travel Agencies in Providing Excellent Marketing Mix Services to Umrah Pilgrims," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 611-618:2.
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