Measuring the satisfaction of domestic tourists on travel agencies’ marketing mix: a pilot study from Jordan.

• Main Authors: Dr. Nermin A. Khasawneh, Prof. Dr. Mairna H. Mustafa
• Format: Article
• Language: English
• Published: AfricaJournals 2019-09-01
• Series: African Journal of Hospitality, Tourism and Leisure
• Subjects: Domestic tourism; marketing mix; planning trips; travel agents; satisfaction; Jordan
• Online Access: https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_34_vol_8_5__2019_jordan.pdf

This pilot study aimed at measuring the satisfaction of Jordanian domestic tourists about some selected components of the marketing mix offered by domestic travel agents in Jordan. Both descriptive and regression analyses were conducted with a focus on the 7 P’s of the marketing mix that relate to trips, and also their influence on the willingness of travellers to depend on travel agencies in planning domestic trips. Generally, low levels of satisfaction were reported by the respondents, moreover, none of the independent variables representing the marketing mix had a significant influence on the dependent variable. The results were briefly discussed, and implications were suggested to improve the contribution of travel agencies to domestic tourism.