The effect of the marketing mix on behavioral intention of Tourists (Case study: Hormoz Island)

Document Type : Research Paper

Authors

1 Hormozgan University

2 Assistant Professor of Business Administration of Hormozgan University

10.22080/jtpd.2021.17993.3206

Abstract

Abstract
The main purpose of this study is to investigate the role of the dimensions of tourism marketing mixed in creating and enhancing tourists' desire to choose Hormoz Island as a tourist destination. The present study is descriptive and correlational in terms of purpose and method of research. The statistical population includes all domestic and foreign tourists who have visited the attractions of Hormoz Island at the time of the survey. Sampling method was available and 384 subjects were selected. Data were collected using a closed-ended questionnaire and data analysis was performed using Structural Equation Modeling with the help of Smart PLS software. The findings of the study showed that tourism marketing mix dimentions is generally effective on the behavioral intentions of tourists, but the effect of the process element on the behavioral intentions was not confirmed.

Keywords

References

 
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Journal of Tourism Planning and Development
Volume 10, Issue 37
September 2021
Pages 309-332

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