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

Sartikatini, Sri and Antong, Antong and Syafruddin, Syafruddin and Khaddapi, Muammar THE EFFECT OF TOURISM MARKETING MIX AND SERVICE QUALITY ON INTEREST IN RETURNING VISITORS THROUGH TOURIST SATISFACTION AS AN INTERVENING VARIABLE. https://gaexcellence.com/jthem/article/view/4543, 9 (38). pp. 112-120. ISSN 0128-178X

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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.

Item Type:	Article
Contributors:	Contribution Contributors ID/NIDN/NIDK Teacher Antong, Antong NIDN0912127802 Teacher Syafruddin, Syafruddin NIDN0928107704 Teacher Khadapi, Muammar NIDN0922017302
Uncontrolled Keywords:	Tourism Marketing Mix, Service Quality, Tourist Satisfaction, Interest In Returning, Tourist Destinations
Subjects:	L Education > L Education (General)
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Sri Sartikatini
Date Deposited:	16 Sep 2025 08:19
Last Modified:	16 Sep 2025 08:19
URI:	http://repository.umpalopo.ac.id/id/eprint/5937

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