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Enhancing the effectiveness of marketing a tourist destination using satisfaction analysis

Author

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  • Pinky Pawaskar R
  • Mridula Goel

Abstract

The heart of effective marketing is consumer orientation. Tourism services are unique in that they need the consumers to come to the destination for experiencing them. The destination attributes that lure tourists are the product features which play a vital role in strategic tourism development. A tourist revisits/recommends a destination if satisfied with the earlier visit. Due to severe competition between destinations offering alike attributes, it is of utmost importance for service providers to offer services that create a delightful experience. Our study focus is identification of destination attributes that are important in choice of destination, leading to building expectations. We assessed tourist satisfaction on these important attributes post-tourist experience in the popular beach destination of India: Goa. Our findings can help to enhance the marketing effectiveness of tourism services in general and propose improvements in service features that can increase the attractiveness of Goa in particular.

Suggested Citation

  • Pinky Pawaskar R & Mridula Goel, 2017. "Enhancing the effectiveness of marketing a tourist destination using satisfaction analysis," International Journal of Business and Systems Research, Inderscience Enterprises Ltd, vol. 11(1/2), pages 163-181.
    • Handle: RePEc:ids:ijbsre:v:11:y:2017:i:1/2:p:163-181
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    Cited by:

    1. Lorena Bašan & Jelena Kapeš & Ana Kamenečki, 2021. "Tourist Satisfaction as a Driver of Destination Marketing Improvements: The Case of the Opatija Riviera," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(1), pages 93-112.

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