Investigation of The Impact of Extended Marketing Mix and Subjective Norms on Visitors’ Revisit Intention: A Case of Beach Tourism Destinations-Reference-Cited by-同舟云学术

Investigation of The Impact of Extended Marketing Mix and Subjective Norms on Visitors’ Revisit Intention: A Case of Beach Tourism Destinations

Published:2023-03-31 Issue:1 Volume:7 Page:39-54
ISSN:2602-4144
Container-title:Gastroia: Journal of Gastronomy And Travel Research
language:
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Author:

HASAN Md. Mahide¹^ORCID,MİM Mahabuba Khanm¹^ORCID,HOSSAIN Afzal²^ORCID,KHAN Md Yusuf Hossein¹^ORCID

Affiliation:

1. IUBAT—International University of Business Agriculture and Technology

2. Trust University, Barishal

Abstract

Tourists' revisit intention, which refers to their anticipated likelihood of returning to the same destination, is a subset of positive post-purchase behavior and a critical component of tourist loyalty. Thus, the purpose of this study was to determine the effect of an extended marketing mix and subjective norms on visitors' propensity to revisit beach tourism sites in Bangladesh. This study used a descriptive research design. Purposive sampling was utilized in this investigation. Both primary and secondary data were analyzed. Using a standardized questionnaire, primary data were acquired using a five-point Likert scale from 221 Bangladeshi tourists visiting beach tourism sites. The data were analyzed using the Statistical Package for the Social Sciences (SPSS) 25.0 version software. It was investigated with descriptive statistics, a multicollinearity test, a reliability test, and multiple regression. The regression analysis results demonstrated that people, physical evidence, and subjective norms had a significant and positive impact on revisiting intention to beach tourism destinations in Bangladesh. The assessment results can be created consciousness among all stakeholders about visitors' revisit intention related to the extended marketing mix and subjective norms, as well as in the research area. Administrators of the Bangladesh Tourism Board (BTB) and Bangladesh Parjatan Corporation (BPC) will be focused appropriately on evolving the approach for using extended marketing policies and subjective norms of revisiting intention to beach tourism destinations in Bangladesh.

Publisher

Canakkale Onsekiz Mart University

Subject

General Earth and Planetary Sciences,Water Science and Technology,Geography, Planning and Development

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