Abstract:
The main purpose of this study is to investigate or examine the link between marketing mix
strategies 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 statistica
techniques like chi-square tests, binary logistic regression and general log linear.
The ten dimensions or elements 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 focused in general tourism sector performances that investigate
its linkage and marketing mixes strategies. So that, different theories of marketing mix strategies
literatures on concept of tourism and tourist, their relationships etc were thoroughly 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 finding
of the research were: seven strategies were related with general tourism sector performance
there were no relationships within three mms (philosophy, process and physical evidence) and
Promotion was the most influential and the process was the most insignificant factor to Arba
Minch tourism Sectors.
