Influences of Marketing Mix Elements on Ecotourism Clientele - Jimma Zone, Southwest Ethiopia

Abstract

This study assessed the influence of marketing mix elements (7 Ps i.e. Product, Price, Place, Promotion, People, Process and Physical Evidence) on ecotourism clientele in Jimma Zone, South West Ethiopia. According to the data received from the Jimma Zone Cultural and Tourism office, a total of 23 woredas are under the Jimma zone. From these, the researchers selected six, which are endowed with ecotourism resources. The target population for this study was all Government staff working here and the research was conducted in July 2019. The study adopted a census or total enumeration method because the total population of the study was small. The instrument for the study consists of a structured questionnaire. Multiple regression analysis and descriptive statistics were used as a method for data analysis. The findings of the study revealed that physical evidence made the highest contribution followed by product development, promotion, process, people and place on ecotourism clientele. This implies marketing mix elements enhances ecotourism development and the key stakeholders should consider the proper implementation of such marketing mix elements for sustainable development and promotion of ecotourism in Jimma zone.

Sustainable tourism: analysis of methods and applications in the Indonesian tourism journals

“…In several cases, researchers from foreign institutions were found, such as Nobukazu Nagakoshi (L. Hakim & Nagakoshi, 2008), David Reeve (Valeriani et al, 2020), Guillaume Tiberghien (Ristiawan & Tiberghien, 2021), and Kumiko Shishido (Sadguna et al, 2020), or where the member researchers are from different international institutions from the first researcher, such as the Hess et al, (2021) article, both of which were ignored, because the data collection only refers to the identity of the first researcher. Twenty-five international researchers were recorded from 15 countries: United States (Acharya, 2021), Australia (Ayoub, 2020;Prideaux & Tao, 2005;Zeng, 2005), Bangladesh (Bhuiyan & Ismail, 2018), Netherlands (Rindrasih, 2015), Bulgaria (Slavov & Palupi, 2019), Ethiopia (Eshete et al, 2020), Philippines (Abansi, 2012;Arreza & Esguerra, 2021;Era & Rosario, 2020;Espiritu & Guevarra, 2015;Luna, 2021), India (De, 2012;Dey, 2013;Vinodan, 2010), United Kingdom (Hess et al, 2021), Italy (Brida, 2008), South Korea (Anele & Sam-Otuonye, 2021), Egypt (Abdou et al, 2020), France (Loustaunau, 2018), Romania (Voda et al, 2019), and Thailand (Chaichompoo, 2011;Songkhla & Somboonsuke, 2012;Southiseng & Walsh, 2010). The authors noticed that the tendency of international scholars to publish their studies in national tourism journals is indicated to have increased in recent years.…”

“…Sustainable tourism researchers in Indonesia adopt several statistical quantitative analysis techniques and mathematical calculations. Among them were Linear Regression Analysis techniques (Wirajuna & Supriadi, 2017;Yuniati, 2019), Boullon Mathematical Model for carrying capacity calculation (Luna, 2021), Customer Satisfaction Index (Boka, 2016), Descriptive Statistics Analysis (Arreza & Esguerra, 2021;Irawati, 2019), Gini coefficient (Maulana et al, 2020), Importance Performance Analysis (IPA) (Karo et al, 2020), Moderated Regression Analysis (Putra et al, 2015), Multiple Regressions Analysis (Eshete et al, 2020;Hillary, 2020;Parinusa et al, 2019), Path Analysis (Hermawan, 2017;Laba et al, 2019;Sanjiwani, 2019;Sulthony, 2021), System Dynamics Modeling (Kustiwan & Safrianty, 2012;Tangian et al, 2015), Principal Component Analysis (Arisanty et al, 2020), and Structural Equation Modeling (Yustita et al, 2020). However, a closer look at the data indicates that several quantitative studies did not include calculations in the manuscript (Narayana et al, 2020;Zakiyah & Kurniawan, 2014).…”

“…The marketing management function is getting enough attention. The studies conducted by Chrissanty & Arida (2020), Eshete et al (2020), Hakim (2020), andSuryawardani et al (2014) are examples of this study. The operational management function has also been highlighted by researchers in sustainable tourism in Indonesia (Darmaja et al, 2016;Somiari et al, 2020;.…”

Pariwisata Berkelanjutan: Analisis terhadap Metode, Topik, dan Aplikasinya pada Jurnal Pariwisata Indonesia

“…25 peneliti internasional berasal dari 15 negara: Amerika Serikat (Acharya, 2021), Australia (Ayoub, 2020;Prideaux & Tao, 2005;Zeng, 2005), Bangladesh (Bhuiyan & Ismail, 2018), Belanda (Rindrasih, 2015), Bulgaria (Slavov & Palupi, 2019), Etiopia (Eshete et al, 2020), Filipina (Abansi, 2012;Arreza & Esguerra, 2021;Era & Rosario, 2020;Espiritu & Guevarra, 2015;Luna, 2021), India (De, 2012;Dey, 2013;Vinodan, 2010), Inggris (Hess et al, 2021), Italia (Brida, 2008), Korea Selatan (Anele & Sam-Otuonye, 2021), Mesir (Abdou et al, 2020), Prancis (Loustaunau, 2018), Rumania (Voda et al, 2019), dan Thailand (Chaichompoo, 2011;Songkhla & Somboonsuke, 2012;Southiseng & Walsh, 2010). Dari frekuensi artikel bisa dilihat bahwa kecenderungan akademisi internasional untuk mempublikasikan kajian mereka pada jurnal pariwisata nasional terindikasi meningkat pada beberapa tahun terakhir.…”

“…Beberapa teknik analisis kuantitatif statistik dan penghitungan matematika dikaji oleh peneliti pariwisata berkelanjutan di Indonesia. Diantaranya adalah teknik Analisis Regresi Linear (Wirajuna & Supriadi, 2017;Yuniati, 2019), Model Matematika Boullon untuk penghitungan Daya Dukung (Luna, 2021), Customer Satisfaction Index (Boka, 2016), Descriptive Statistics Analysis (Arreza & Esguerra, 2021;Irawati, 2019), Gini coefficient (Maulana et al, 2020), Importance Performance Analysis (IPA) (Karo et al, 2020), Moderated Regression Analysis (D. P. K. E. Putra et al, 2015), Multiple Regressions Analysis (Eshete et al, 2020;Hillary, 2020;Parinusa et al, 2019), Path Analysis (Hermawan, 2017;Laba et al, 2019;Sanjiwani, 2019;Sulthony, 2021), System Dynamics Modeling (Kustiwan & Safrianty, 2012;Tangian et al, 2015), Principal Component Analysis (Arisanty et al, 2020), dan Structural Equation Modelling (Yustita et al, 2020). Namun penulis juga menemukan dimana terdapat kajian kuantitatif yang tidak mencantumkan perhitungan di dalam manuskripnya, diantaranya adalah karya Narayana et al, (2020) dan Zakiyah & Kurniawan (2014).…”