Investigating the Impact of Marketing Mix Elements on Tourists ‘Satisfaction: An Empirical Study on East Lake

Abstract

The main purpose of this study is to examine the impact of marketing mix elements on tourists’ satisfaction. The data for this study were collected verified structured questionnaire from sample of 132 students from Wuhan University of Technology and Huazhong Normal University P.R. China. Target respondents were visited East Lake. Data were analyzed by using software SPSS-17 version by adopting the statistical techniques, correlation and regression. The findings of the study showed that six out of seven marketing mix elements were positively related to tourists’ satisfaction but price imposed by the authority is not satisfactory to the visitors’. Besides, some of the facilities and services did not meet visitor’s expectation. Therefore some recommendations have been given for policy makers for future improvement and to position this place in the tourists’ mind.

Key words: Marketing mix elements, Tourism, Tourists’ satisfaction.