Investigating the Effect of Marketing Mix Elements on Visitor Satisfaction in UNESCO-Recognized Tourist Attraction Places in a Developing Nation: Exploring the Mediating Role of Service Process

Abstract

This study investigates how various marketing mix components influence tourists’ satisfaction at UNESCO-recognized attractions in a developing country, emphasizing the mediation effect of the service process. Data gathered from 564 tourists through a convenience sampling technique was analyzed utilizing structural equation modeling. The results indicate that the marketing mix’s product and distribution aspects directly and indirectly, impact tourist satisfaction. Additionally, the service process significantly mediates this relationship. Conversely, pricing and promotion were discovered to have a limited direct effect on satisfaction, although promotion did have an indirect impact. The research emphasizes that enhancing the service experience mainly through an effectively structured service process can improve visitor satisfaction. It also highlights the need to concentrate on product and distribution factors, recommending digital marketing strategies, such as virtual advertising, to engage a wider audience. While pricing strategies are not as critical for boosting satisfaction, they should still correspond to visitor expectations. This research adds to the marketing and tourism literature by stressing the importance of service processes in mediating the link between the marketing mix and tourist satisfaction within a developing country framework.

Keywords: Product, Price, Promotion, Service Processing, Tourist Satisfaction

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