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Tourism for Entertainment: Using an Expanded Marketing Mix in a Post-Pandemic Situation


Affiliations
1 Professor, Department of Marketing, Patuakhali Science and Technology University, Dumki, Patuakhali, Bangladesh
2 Lecturer, Department of History, Shahid Ziaur Rahman Degree College Saheberhat, Barishal, Bangladesh
     

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The growth of tourism affects not only the activities directly linked to tourism but also other sectors of the world economy, particularly in developing countries like Bangladesh. The study aims to identify the importance of the expanded tourism marketing mix. Both primary and secondary data were collected to develop the marketing strategy for the tourism business in Bangladesh. A multiple regression model was applied to identify the parameters of the tourism marketing mix, and the result shows place is the most influential marketing mix for choosing a tourist spot during the COVID-19 pandemic. In the expanded marketing mix, people and physical evidence are also highly important for tourists’ visits during the pandemic period. The study implies that the actors in this sector should focus on each service marketing mix. The study guides policymakers in the industry for the post-pandemic period.


Keywords

Expanded Mix, COVID-19 Pandemic, Public Operators, Private Operators, Bangladesh
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  • Tourism for Entertainment: Using an Expanded Marketing Mix in a Post-Pandemic Situation

Abstract Views: 166  |  PDF Views: 0

Authors

Afjal Hossain
Professor, Department of Marketing, Patuakhali Science and Technology University, Dumki, Patuakhali, Bangladesh
Farjana Easmin
Lecturer, Department of History, Shahid Ziaur Rahman Degree College Saheberhat, Barishal, Bangladesh

Abstract


The growth of tourism affects not only the activities directly linked to tourism but also other sectors of the world economy, particularly in developing countries like Bangladesh. The study aims to identify the importance of the expanded tourism marketing mix. Both primary and secondary data were collected to develop the marketing strategy for the tourism business in Bangladesh. A multiple regression model was applied to identify the parameters of the tourism marketing mix, and the result shows place is the most influential marketing mix for choosing a tourist spot during the COVID-19 pandemic. In the expanded marketing mix, people and physical evidence are also highly important for tourists’ visits during the pandemic period. The study implies that the actors in this sector should focus on each service marketing mix. The study guides policymakers in the industry for the post-pandemic period.


Keywords


Expanded Mix, COVID-19 Pandemic, Public Operators, Private Operators, Bangladesh