The Satisfaction Level of Tourism Marketing Mix Components in Aden City : The Perspective of Residants

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Ahmed Y., Helhel Y.

Journal of Global Tourism And Technology Research, vol.3, no.1, pp.50-67, 2022 (Peer-Reviewed Journal)


The study aims to examine the perceived level of the tourism marketing mix components in Aden city, and assessment of the perceived level of the city as a tourist destination by visitors. The results were marketing mix components have a positive impact on tourists’ satisfaction with Aden as a tourist destination except for "promotion". Marketing mix components have a significant relationship to gender except for "partnership". Price, place, and person have statistical significance between different educational groups. Price, person, and programming have statistical significance between different income levels. Alternative visiting sites must be enhanced in Aden not only beaches and hotels are to share most tourism activities. Aden has a historical, natural, and cultural aspect that can be integrated into tourism strategy. It can form a communicating cultural city between regional, Arab, Indian, and western cultures.