Antecedents of tourism destination image and customer satisfaction in tourism industry

Abstract

Marketing mix has largely adapted as antecedents for analyzing the marketing performance in many sectors. However, it applicability in tourism sector has not been explored well. This research aims to analyze customers’ satisfaction on tourism destination in order to increase the number of tourists visiting in Indonesia. This novelty is reviewed in depth with relevant theoretical studies and tested in empirical research conducted on how managing marketing mix in tourism sector to boost the number of tourists to visit a destination. Model testing conducted using Structural Equation Modelling (SEM). By taking 350 respondents with purposive sampling technique, the results showed that tourism actors capable of improving marketing mix is able to improve customer satisfaction in tourism industry.