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

Authors : Md Mahide HASAN, Mahabuba Khanm MİM, Afzal HOSSAIN, Md Yusuf Hossein KHAN
Pages : 39-54
Doi:10.32958/gastoria.1100275
View : 118 | Download : 142
Publication Date : 2023-03-31
Article Type : Research Paper
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 insert ignore into journalissuearticles values(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 insert ignore into journalissuearticles values(BTB); and Bangladesh Parjatan Corporation insert ignore into journalissuearticles values(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.
Keywords : Beach tourism destinations, revisit intention, extended marketing mix 3Ps, Bangladesh

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