Service Marketing Mix Factors Influencing Chinese Tourists' Decision to Visit Chengdu

Abstract

This study objectives are 1) Study of Chinese tourists' opinions on service marketing mix and decision-making in Chengdu 2) To study the service marketing mix factors that influence Chinese tourists' decision to travel to Chengdu. The sample group was Chinese tourists who traveled from other provinces to visit and decided to travel to Chengdu, Sichuan Province China. The sample consisted of 385 Chinese tourists who traveled from other provinces to visit Chengdu, Sichuan Province, China. The instrument is a questionnaire using descriptive statistics including percentage, mean, standard deviation and inferential statistics, multiple regression analysis enter.

The results of the study found that 1) 1) The highest level of opinions on marketing mix factors, service and decision-making in Chengdu city of Chinese tourists is in terms of location or distribution channels. Next are the personnel aspect, service process aspect and physical aspect, respectively, which have the highest level of decision to travel to Chengdu, promotion aspect and price aspect, respectively, and the product aspect is at a high level. Service marketing mix factors have a statistically significant influence on Chinese tourists' decision to travel to Chengdu at the level 0.05.