Pengaruh bauran pemasaran jasa terhadap citra destinasi dan kepuasan wisatawan serta implikasinya terhadap loyalitas wisatawan
| Main Author: | Gultom, Dedek Kurniawan |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Lembaga Penelitian dan Penulisan Ilmiah AQLI
, 2017
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| Online Access: |
https://ejurnal.id/index.php/jsm/article/view/103 https://ejurnal.id/index.php/jsm/article/view/103/38 |
Daftar Isi:
- Purposes - The tourism is a business opportunity to generate great profits for the management, both private and government. Therefore, this study aims were to analyze the effect of the service marketing mix on destination image, satisfaction and tourists loyalty. Methods - This type of study is causal research as a component of quantitative research. The location of the study was the existing tourist destination in Medan. Data collection with questionnaires was given to 275 domestic tourists. The sampling technique of this study was used accidental sampling, while for analyzing the data the researcher were using path analysis. Findings - The results indicated by this study that the marketing mix was determined the destination image and tourists' satisfaction. The image of the destination and the tourists' satisfaction also were affected on tourists loyalty. And then, the marketing mix was directly affected on tourists loyalty without mediated by the destination image and tourist satisfaction. Keywords - Tourism, Marketing mix, Image, Satisfaction, Loyalty.
- Purposes - The tourism is a business opportunity to generate great profits for the management, both private and government. Therefore, this study aims were to analyze the effect of the service marketing mix on destination image, satisfaction and tourists loyalty. Methods - This type of study is causal research as a component of quantitative research. The location of the study was the existing tourist destination in Medan. Data collection with questionnaires was given to 275 domestic tourists. The sampling technique of this study was used accidental sampling, while for analyzing the data the researcher were using path analysis. Findings - The results indicated by this study that the marketing mix was determined the destination image and tourists' satisfaction. The image of the destination and the tourists' satisfaction also were affected on tourists loyalty. And then, the marketing mix was directly affected on tourists loyalty without mediated by the destination image and tourist satisfaction. Keywords - Tourism, Marketing mix, Image, Satisfaction, Loyalty.