MARKETING MIXES STRATEGIES AND TOURISM SECTOR PERFORMANCE (THE CASE OF ARBA MINCH TOWN)

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.