Impact of Service Marketing Mix Elements on Tourists’ Satisfaction During Covid-19: An Empirical Study in the Eastern Part of Bangladesh
Author (s)
Goutam Saha & Benazir Ishaque
Abstract
Covid-19 has created humungous negative effects on the well-being of people, society, the world economy, and this study’s point of interest-tourism sector around the world. Very little research in the context of Bangladesh has explored the impact of this pandemic has on tourists. As a result, the purpose of this study is to explain the function that the service marketing mix elements (7Ps) play toward the degree of satisfaction of the tourists from the perspective of the eastern region of Bangladesh. In doing so, the determinants of 7Ps towards tourists’ satisfaction were also discovered, and their indirect consequences on the tourist sector were explored. A questionnaire for a survey was given to 250 people who had visited the eastern area of Bangladesh. A seven-factor model was suggested, and multivariate regression analysis was used to find several independent variables that could be used to predict or explain the dependent variable. For the first time in the eastern region of Bangladesh, a study has examined the impact of service marketing mix aspects on tourists’ satisfaction, offering empirical proof at a time of crisis. The findings of the study reveal that tourists’ satisfaction is favorably correlated with service marketing mix factors. This research gives practical advice for tourist marketers to design the 7Ps and to develop and maintain sustainable and profitable tourist relationships.
Keywords: Service Marketing Mix, Tourist, Tourists’ Satisfaction, Covid-19, Eastern Area.
| Title: | Impact of Service Marketing Mix Elements on Tourists’ Satisfaction During Covid-19: An Empirical Study in the Eastern Part of Bangladesh |
|---|---|
| Author: | Goutam Saha & Benazir Ishaque |
| Journal Name: | International Journal of Science and Business |
| Website: | ijsab.com |
| ISSN: | ISSN 2520-4750 (Online), ISSN 2521-3040 (Print) |
| DOI: | https://doi.org/10.5281/zenodo.6902228 |
| Media: | Online |
| Volume: | 15 |
| Issue: | 1 |
| Issue publication (Year): | 2022 |
| Acceptance Date: | 24/07/2022 |
| Date of Publication: | 25/07/2022 |
| PDF URL: | https://ijsab.com/wp-content/uploads/963.pdf |
| Free download: | Available |
| Page: | 28-44 |
| First Page: | 28 |
| Last Page: | 44 |
| Paper Type: | Research paper |
| Current Status: | Published |
Cite This Article:
Goutam Saha & Benazir Ishaque (2022). Impact of Service Marketing Mix Elements on Tourists’ Satisfaction During Covid-19: An Empirical Study in the Eastern Part of Bangladesh. International Journal of Science and Business, 15(1), 28-44. doi: https://doi.org/ 10.5281/zenodo.6902228
Retrieved from https://ijsab.com/wp-content/uploads/963.pdf
About Author (s)
Goutam Saha (Corresponding Author), Department of Business Administration (DBA), Bangladesh Army University of Science and Technology, Saidpur Cantonment, Nilphamari, Bangladesh.
Benazir Ishaque, Department of Business Administration (DBA), Notre Dame University Bangladesh.
DOI: https://doi.org/10.5281/zenodo.6902228