Comparative Study of Service Marketing Mix in Kadidiri Marine Tourism Objects Tojo Una-Una
Muhammad Umar A.*
Faculty of Economics, Alkhairaat University Palu, Indonesia
Muhammad Umar A.*
Faculty of Economics, Alkhairaat University Palu, Indonesia
Int. J. Grad. Res. Rev. Vol 7(3): 67-77.
Copyright (c) 2022 International Journal of Graduate Research and Review
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
The purpose of the study is to describe descriptively the assessment of foreign tourists and domestic tourists on the marketing mix of services at the marine tourism object of Tanjung Karang, Tojo Una-Una Regency which consists of product, price, place, promotion, people, process and customer service; To find out the difference between foreign tourists and domestic tourists in assessing each service marketing mix variable consisting of product, price, place, promotion, people, process and customer service at the Kadidiri marine tourism object, Tojo Una-una Regency. This type of research is descriptive. Data analysis is a descriptive and independent t-test. The study concludes that the product average value (mean) of tourist respondents' answers is 4.27; the average price (mean) of tourist respondents' answers is 4.19. the average place (mean) of tourist respondents' answers is 4.24.; the average promotion (mean) of tourist respondents' answers is 4.20; people the average (mean) of tourist respondents' answers is 4.24.; process the average (mean) of tourist respondents' answers is 4.22; customer service average (mean) answers from tourist respondents is 4.26. The results of this study can be used as a reference for further researchers related to the marketing mix and can use a different analysis, namely regression using the satisfaction variable.
Keywords: Service marketing mix, marine tourism object, and Kadidiri.
The purpose of the study is to describe descriptively the assessment of foreign tourists and domestic tourists on the marketing mix of services at the marine tourism object of Tanjung Karang, Tojo Una-Una Regency which consists of product, price, place, promotion, people, process and customer service; To find out the difference between foreign tourists and domestic tourists in assessing each service marketing mix variable consisting of product, price, place, promotion, people, process and customer service at the Kadidiri marine tourism object, Tojo Una-una Regency. This type of research is descriptive. Data analysis is a descriptive and independent t-test. The study concludes that the product average value (mean) of tourist respondents' answers is 4.27; the average price (mean) of tourist respondents' answers is 4.19. the average place (mean) of tourist respondents' answers is 4.24.; the average promotion (mean) of tourist respondents' answers is 4.20; people the average (mean) of tourist respondents' answers is 4.24.; process the average (mean) of tourist respondents' answers is 4.22; customer service average (mean) answers from tourist respondents is 4.26. The results of this study can be used as a reference for further researchers related to the marketing mix and can use a different analysis, namely regression using the satisfaction variable.
Keywords: Service marketing mix, marine tourism object, and Kadidiri.
