Marketing Mix Strategies and Tourism Sector Performance- Case of Arba Minch Town

Abstract

The main purpose of this study is to investigate the link between marketing mix strategies (mms) and general tourism sectors performance. The data for this study had collected through structured questionnaires from selected tourism sites of the Arba Minch town by taking 468 internal and external tourists as a sample. Data was analyzed by using software SPSS version 20 by adopting different statistical techniques, correlations, binary logistic regression and general log linear. The ten dimensions of the marketing mixes were employed in this study: namely; product, price, promotion, physical evidence, place, people, positioning, perception, philosophy and process. In general, this research mainly measured on general tourism sector performance that linking and marketing mix. So that, different theories of marketing mix strategy literatures on concept of tourism and tourist, their relationships etc, were thoroughly had studied. The relationships had correlated and checked its significances’. The marketing mix and brand building processes were tested by the help of chi-square test of associations. The main findings of the research were: seven strategies were related with general tourism sector performance; there were no relationships within three marketing mix strategies (philosophy, process and physical evidence) and Promotion was the most influential and process was the most insignificant factor to Arba Minch tourism Sectors.

Keywords: Binary logistic regression, mms, tourism.