2026-09-20T23:03:45Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009323 2024-05-27T03:50:12Z 1582963436320 1582963436320:1707206749823

Marketing Mix Factors Influencing on Domestic Tourist Decision (Myat Yamin Swe, 2018) Myat Yamin Swe This study mainly focused on marketing mix factors influencing on domestic tourist decision. The objectives of the study were to identify the marketing mix factors used in travels and tours companies in Tarmwe Township and to analyze the marketing mix factors influencing on domestic tourist decision. The data collection for this study was based on 250 domestic tourists of three travels and tours companies in Tarmwe Township by using simple random sampling method. The push and pull factors theory was used in this study. The collection of data was analyzed by using Descriptive Research Method and Regression Analysis. The results of this study state that higher mean value of physical evidence, people, product in that order, followed by process, place, promotion and price. There are also positive relationships between product, price, people, physical evidence and domestic tourist decision and there are negative relationship between place, promotion, process and domestic tourist decision. Firstly, these travels and tours companies should have considered to set the lower prices in order to attract customers. Branch offices should be extended to contact with customers and should also have travel agents. Moreover, this study concludes that online communication should be emphasized for the closely communication with customers and the schedules of destinations should also be posted on Facebook regularly. Finally, these companies should upgrade the service delivery process in order to help the customers’ access service in the simplest possible way. 2018-11-01 https://meral.edu.mm/records/9323