The Effect of Marketing Mix on Tourist Satisfaction and Destination Loyalty in Bodoland Territorial Region of Assam

Abstract

The set of 7 tools of marketing known as the 7 Ps of the marketing mix is crucial to tourism marketing. The purpose of this paper is to explore the relationship between marketing mix, tourist satisfaction, and destination loyalty in tourism of the BTR. The paper depended on primary data collected by distributing a questionnaire to secure the perception of the marketing mix elements of BTR tourism. The respondents were asked to rate the 7 marketing mix elements of Bodoland tourism on a 5-point scale. A regression analysis was performed using SPSS on the data collected. The result of the analysis indicates that product, place, process, and people were significant contributors to tourist satisfaction, and place and product were significant contributors to destination loyalty. The result also proves a significant relationship between tourist satisfaction and destination loyalty indicating maximizing tourist satisfaction ensures repeated visits to the destination by tourists.