Antecedents of Tourist Satisfaction With Marine Tourism in West Sumatra
Abstract
Tourist satisfaction can lead to positive word of mouth communication about a destination, which can bring in more business. The current study aimed to identify the role of the 7Ps of marketing mix on tourist satisfaction. A cross-sectional study design was employed to collect data from local tourists visiting West Sumatra. A total of 300 respondents participated. Data were analyzed by SmartPLS 3.3.7 by evaluating structural equational modelling. Findings revealed that all of the elements of the marketing mix had a strong relationship with tourist satisfaction, except for the place. The results suggested that the tourists in West Sumatra are somewhat satisfied but satisfaction can be upgraded to a higher level if proper management with respect to place is improved.
Keywords: marketing mix, West Sumatra, tourist, marine tourism, satisfaction
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