The influence of the marketing mix on tourist behaviour and destination choice
Purpose: The purpose of this study is to gain an understanding of the relationship between the marketing mix and tourist behaviour. The study will also aim to recognise how the marketing mix influences tourist behaviour on destination choice. Aims and objectives: The aim of this study is to gain an understanding around the influence of the elements of the marketing mix on tourist behaviour on their choice of destination. The research objectives of this study are: To understand the relationship between the marketing mix and tourist behaviour To explore the factors that influence the elements of the marketing mix identified To identify to what extent the factors of the marketing mix influence tourist behaviour and destination choice Methodology approach: The research collected data using a quantitative approach. The approach used a self-completion questionnaire distributed via social media and face-to-face. A sample size of 90 was achieved. Findings: The findings of this study verifies a positive relationship between the marketing mix and tourist behaviour. Furthermore, it was found that all elements of the marketing mix have some influence over tourist behaviour and their destination choice. In line with the literature, it was found that product (destination image and landscapes) has the most influence over tourist behaviour, coupled with price (cost and value for money). Promotion (TV/online advertisements) and people (standards of service) were both found to have the least influence over destination choice. Significance: This research contributes to the literature and gives a clear understanding of the influence the marketing mix has over tourist behaviour and destination choice. The study also highlights the changes occurring with contemporary tourists and their influences that affect destination choices.