The Effect Of Marketing Mix Elements On The Satisfaction Of Inbound Tourists To Ethiopia

This study is designed to examine the relationship between satisfaction of inboundrntourists to Ethiopia and the marketing mix elements. The marketing mix elementsrnwhich were surveyed had been destination (product), price, places, processes,rnpromotion, physical evidence and people. The study had mainly employedrnquantitative approach and used descriptive analysis and regression. It wasrnsupplemented by key informant interview. The sample size was 385 tourists whornwere in Ethiopia in the month April 2017. The survey had 50 questions coveringrndemographic details, travel characteristics and survey response on marketing mixrnelements. Data were also tested using linearity, Cronbach alpha andrnmulticollinearity in order to determine the appropriateness of the data and the toolsrnused for analysis.rnThe findings show that the marketing mix elements in general were partiallyrnresponsible for the satisfaction of inbound tourists to Ethiopia. The variables thatrnhad significant effect on satisfaction of inbound tourists were found to be destinationrn(product), people, price and physical evidence. The contribution of places, processesrnand promotion in the satisfaction of the inbound tourists was insignificant.

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