The Impact of Marketing Mix on Perceived Value, Destination Image and Loyalty of Tourists (Case Study: Khalkhal City, Iran)

Abstract

This study examines the relationship between marketing mix with loyalty, perceived value, perceived quality and destination image. This is an applied descriptive study the aim of which is to determine the impact of marketing mix of services (Product, Pricing, Place, Promotion, People, Process and Physical Evidence) on perceived quality, loyalty, perceived value and destination image of the tourists in Khalkhal city, Iran. Population of the study included all the tourists visiting Khalkhal city from among whom 385 respondents participated in this study. A questionnaire was used for data collection. The conceptual model was analyzed based on linear regression analysis in SPSS software and model fitness was analyzed using LISERL software. Cronbach’s alpha of the questionnaire was equal to 0.791 that is higher than 0.7 and so reliability of the questionnaire was acceptable. Findings of the study showed that promotion, people and physical evidences had the highest effect on perceived value, destination image and perceived quality. Finally, some suggestions were provided for the managers of the tourism destinations to improve the perceived value and quality and also develop a proper destination image.