Impact of Strategic Factors on Tourists’ Satisfaction and Effective Tourism Marketing

Abstract

Focusing on the need for a national tourism marketing strategy and considering strategic issues surrounding experiential perceptions in tourism, the aim of this study was to explore the impact of strategic factors on tourist satisfaction and effective tourism marketing in Bangladesh. A total of 405 questionnaires were collected from domestic and international tourists in Bangladesh, and structural equation modeling was used to analyze the data. The empirical results indicated that price, political, psychological, and environmental factors are the strategic factors that have a significant positive impact on tourist satisfaction. In contrast, cultural factors do not significantly affect tourist satisfaction. Therefore, destination managers, marketers, and policymakers of Bangladesh should focus on experiential factors to increase tourist satisfaction and devise an effective tourism marketing strategy for national branding.