Enhancing the effectiveness of marketing a tourist destination using satisfaction analysis Online publication date: Fri, 09-Dec-2016
by Pinky Pawaskar R; Mridula Goel
International Journal of Business and Systems Research (IJBSR), Vol. 11, No. 1/2, 2017
Abstract: The heart of effective marketing is consumer orientation. Tourism services are unique in that they need the consumers to come to the destination for experiencing them. The destination attributes that lure tourists are the product features which play a vital role in strategic tourism development. A tourist revisits/recommends a destination if satisfied with the earlier visit. Due to severe competition between destinations offering alike attributes, it is of utmost importance for service providers to offer services that create a delightful experience. Our study focus is identification of destination attributes that are important in choice of destination, leading to building expectations. We assessed tourist satisfaction on these important attributes post-tourist experience in the popular beach destination of India: Goa. Our findings can help to enhance the marketing effectiveness of tourism services in general and propose improvements in service features that can increase the attractiveness of Goa in particular.
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