The Role of Marketing Mix Components in Destination Choices of Visitors and the Case of Dalyan

Abstract

This study investigated the impact of the eight components of the marketing mix, as being product, price, distribution, promotion, person, partnership, program and package, upon choice of a destination.For this research purpose, data was collected by face-to-face interviews and survey from 260 foreign tourists visiting the region of Dalyan. First, the marketing mix components were classified according to their importance determined by the arithmetic averages. Then, multiple regression analysis was performed to determine whether the marketing mix components had an effect on the destination choice. The analysis found that the variables of ‘product’ and ‘person’ had an effect on the Dalyan destination choice. This result shows that the’product’ is an influencial factor, as expected, on the choice of the Dalyan destination, within the scope of ecotourism, visited by the tourists. In addition, ‘person’ is also important factor on the destination choice for the Dalyan region.