THE EFFECT OF TOURISM MARKETING MIX AND SERVICE QUALITY ON INTEREST IN RETURNING VISITORS THROUGH TOURIST SATISFACTION AS AN INTERVENING VARIABLE

Abstract

This study aims to analyze the influence of tourism marketing mix and service quality on interest in returning visitors through tourist satisfaction as an intervening variable. The research was conducted in tourist destinations in Luwu Regency using a survey method of 100 respondents. The results of the study show that the marketing mix and service quality have a significant positive influence on tourist satisfaction, which in turn increases the interest of tourists to return. In addition, tourist satisfaction proved to be a strong mediator in the relationship between marketing mix and service quality with interest in returning. These findings indicate the importance of effective marketing strategies and high-quality services in increasing tourist loyalty and the competitiveness of tourist destinations. Based on these findings, it is recommended that tourist destination managers focus on strengthening elements of the marketing mix and improving service quality to achieve higher tourist satisfaction and loyalty.