The Influence of Marketing Mix Elements on Behavioral Intentions Towards The Destination: The Case of Safranbolu

Abstract

The aim of this research is to reveal the influence of marketing mix elements on the behavioral intentions of tourists visiting Safranbolu. Questionnaire technique was used in this research, which was designed as quantitative. Convenience sampling method, which is one of the non-random sampling methods, was preferred as the sampling method. Questionnaire forms were implemented to 511 domestic tourists in a face-to-face environment. As a result of the data obtained, it was determined that the participants found the products and services offered in the destination sufficient, they wanted to visit this destination again, and they found the prices of the products and services reasonable. Moreover, the participants stated that the package tours to Safranbolu are sufficient, they care about the qualifications of the employees and they find the local people hospitable. As a result of the regression analysis to determine the purpose of the research, it was determined that the product and human variables positively affected the behavioral intentions towards the destination.