รหัสดีโอไอ 10.14457/RMUTK.the.2021.17
Title The Effect of the marketing mix on the satisfaction of Chinese tourism in revisiting Lijiang, China
Creator Ling, Zhanghong
Contributor Suwatana,Tungsawat , advisor
Publisher Rajamangala University of Technology Krungthep
Publication Year 2021
Keyword Tourism, Satisfaction, Marketing mix, Lijiang, China
Abstract Lijiang has rich tourism resources, and tourism has become one of the essential pillar industries of Yunnan's tourism economy. Tourism resources limit the development of tourism and the value it creates and is primarily influenced by the management level and the city's overall image, which is closely related to the overall development and planning of the city. Tourists' tourism environment, psychological feelings about tourism products, and tourist satisfaction are essential for urban tourism resource development and planning. Tourist satisfaction is developed from the satisfaction of customers. Customer satisfaction is the quantitative expression of the customer's psychological feelings about a specific business. This study aims to investigate and analyze the satisfaction of different types of tourists visiting Lijiang, China, to understand the needs and expectations of tourists visiting Lijiang and thus to serve as the Lijiang Brigade. Current research explores the characteristics of marketing 7Ps, which can easily affect customers' revisit intentions. The research results of this article are for establishing the theoretical significance of customer satisfaction, improving the overall analysis from a comprehensive perspective, and ultimately achieving the practical goal of increasing the return rate of tourists. This will help the tourism industry find what they lack and provide guidance and progress. This study suggests that understanding consumers' return intention contributes to the sustainable management of enterprises. The research results are helpful for tourism operators to understand better the marketing mix in the Lijiang region, which is an integral part of developing effective marketing methods to improve customer satisfaction and return visit intention. The results show that marketing mix (7P's) positively affects customer satisfaction, and customer satisfaction positively affects customer revisit intention.
Language EN
URL Website https://dspace.rmutk.ac.th/xmlui/
Website title คลังความรู้ UTK
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บรรณานุกรม

Ling และผู้แต่งคนอื่นๆ. (2021) The Effect of the marketing mix on the satisfaction of Chinese tourism in revisiting Lijiang, China. Rajamangala University of Technology Krungthep:ม.ป.ท.
Ling และผู้แต่งคนอื่นๆ. 2021. The Effect of the marketing mix on the satisfaction of Chinese tourism in revisiting Lijiang, China. ม.ป.ท.:Rajamangala University of Technology Krungthep;
Ling และผู้แต่งคนอื่นๆ. The Effect of the marketing mix on the satisfaction of Chinese tourism in revisiting Lijiang, China. ม.ป.ท.:Rajamangala University of Technology Krungthep, 2021. Print.