effect of marketing mix 4cs on the domestic tourist’s purchase decision - case study in Vietnam

Abstract

With study part 1 is to determine The Effect of Marketing mix 4Cs on the Domestic tourist’s purchase decision in Vietnam. This study presents part 2, which is building a model, testing and proposing implications for improving the Domestic tourist’s purchase decision. Probability sampling is used convenient sampling of 300 domestic tourists. The data would be analyzed by Cronbach’s Alpha, EFA, Regression and using PATH model to test the hypotheses of the research model, identifying the effects of Marketing 4Cs on the Domestic tourist’s purchase decision through an intermediary variable, which is Domestic tourist’s perception. The results of the study show that the factors of the Marketing mix 4Cs such as Tourist commodity, Tourist Cost, Tourist Convenience and Tourist communication along with the Domestic tourist’s perception all have a positive influence on the Domestic tourist’s purchase decision.