The Impact of Marketing Mix on Perceived Value, Destination Image and Loyalty of Tourists (Case Study: Khalkhal City, Iran)

Abstract

This study examines the relationship between marketing mix with loyalty, perceived value, perceived quality and destination image. This is an applied descriptive study the aim of which is to determine the impact of marketing mix of services (Product, Pricing, Place, Promotion, People, Process and Physical Evidence) on perceived quality, loyalty, perceived value and destination image of the tourists in Khalkhal city, Iran. Population of the study included all the tourists visiting Khalkhal city from among whom 385 respondents participated in this study. A questionnaire was used for data collection. The conceptual model was analyzed based on linear regression analysis in SPSS software and model fitness was analyzed using LISERL software. Cronbach's alpha of the questionnaire was equal to 0.791 that is higher than 0.7 and so reliability of the questionnaire was acceptable. Findings of the study showed that promotion, people and physical evidences had the highest effect on perceived value, destination image and perceived quality. Finally, some suggestions were provided for the managers of the tourism destinations to improve the perceived value and quality and also develop a proper destination image.

Rural tourism marketing: Lavender tourism in Turkey

“…As the tourism activity has developed very quickly, there are currently a very limited number of products and they are of low quality. ESMAILI et al (2017) investigated the relationship between some elements of marketing mix with loyalty, perceived quality and destination image and reported that price in marketing mix had a positive impact on quality and loyalty while it had negative impact on the destination image. In the present study, visitors stated that there was no balance between quality and price.…”

“…When it comes to service marketing where rural tourism is concerned, it is suggested that the 4Ps strategy should be extended to 7Ps or 8Ps. Based on a study by BOTTEN & MCMANUS (1999), ESMAILI et al (2017 express service marketing variables as seven strategic factors (7Ps) with an additional 3 Ps, as follows: physical evidence, people and process, or 8Ps including political and social situation (ESMAILI et al, 2017). Marketing mix model with these elements is studied in order to evaluate and prioritize the effective indices in rural tourism marketing as affecting factors of loyalty to a tourism destination (GHADIRI et al, 2013;ESMAILI et al, 2017).…”

“…Based on a study by BOTTEN & MCMANUS (1999), ESMAILI et al (2017 express service marketing variables as seven strategic factors (7Ps) with an additional 3 Ps, as follows: physical evidence, people and process, or 8Ps including political and social situation (ESMAILI et al, 2017). Marketing mix model with these elements is studied in order to evaluate and prioritize the effective indices in rural tourism marketing as affecting factors of loyalty to a tourism destination (GHADIRI et al, 2013;ESMAILI et al, 2017). According to a study conducted in the town of Khalkhal in Iran, the elements of promotion, people and price are ranked respectively and the distribution (place) element seems to have no effect on the lack of activities related to the distribution of tourist attraction in the loyalty to the region (ESMAILI et al, 2017).…”

“…Marketing mix model with these elements is studied in order to evaluate and prioritize the effective indices in rural tourism marketing as affecting factors of loyalty to a tourism destination (GHADIRI et al, 2013;ESMAILI et al, 2017). According to a study conducted in the town of Khalkhal in Iran, the elements of promotion, people and price are ranked respectively and the distribution (place) element seems to have no effect on the lack of activities related to the distribution of tourist attraction in the loyalty to the region (ESMAILI et al, 2017). Through an appropriate Giray et al marketing mix, it is possible to develop strategies to increase the number of visitors and improve rural tourism sector, and these elements can also play a valuable role in creating a positive state of visitors' minds (SERYASAT et al, 2014).…”

“…They also reported that there are certain elements which function independently from visit motivation and strongly affect global satisfaction ("general satisfiers"). Among the factors affecting visitors' loyalty to a tourism destination, mental image of the destination has also been described as having a significant and positive affect on the perceived value and satisfaction of the destination (DEHGHANI et al, 2013;ESMAILI et al, 2017).…”