Abstract:
The main aim of this study was to investigate the impact of marketing mix strategies
on marketing performance of tourists hotels in the eastern province. Hotel sector
became highly competitive with the increasing number of chain hotel entering the
market aftermath of the war. Hence, the hotel management need to be more
customer focused and have to differentiate from their competitors by making their
marketing mix strategies best suit to the needs of target customers. A survey
research was employed to collect primary information from 100 managerial
employees working in tourist hotels in the eastern province. Convenience sampling
was employed for data collection using a questionnaire with a five-point Likert
scale. SPSS 20.0 was used to analyze the data. Marketing mix variables such as,
product, price, place, promotion, people, process and physical evidence have
positive impact on the marketing performance of tourist hotels in the eastern
province while price of their offering is the most important marketing mix element
that affect the marketing performance of hotels in great extent, physical evidence
comes last in the rank order of marketing mix elements which influence the
marketing performance of tourists hotels in the eastern province.
