The Sustainable Marketing Mix of Tourism and Visitors Fulfilment: An Empirical Evidence From Cultural Tourists To Pakistan

Abstract

Sustainability is a basic requisite while promoting cultural tourism for a destination. UNEP and WTO have provided a full agenda for sustainable tourism that consists of twelve aims. One of those aims is visitor fulfillment that includes tourist satisfaction provided with safety and justice. After an extensive literature review the present study has listed down the success factors of tourism marketing and viewed through the lens of sustainability aims, has developed a conceptual framework consisting of the marketing mix dimensions of sustainable tourism and their effect on satisfaction of a sample (400) of foreign cultural tourists to Pakistan. After exploratory and confirmatory factor analysis, multiple regression analysis was conducted to test for the hypothesized effect of the seven independent variables i.e. Product Price, Placement, Promotion, People, Physical Evidence and Process on tourist satisfaction. It was found that Product, Price, People, Physical Evidence and Process have a significant positive whereas; Placement has aninsignificant negative and Promotion has a significant negative effect on tourist satisfaction.