Assessing tourist satisfaction through extended marketing mix strategies: A study of Kanha National Park

Abstract

The present research investigates how tourists’ satisfaction at Kanha National Park is influenced by the expanded marketing mix of people, processes, and physical evidence. To determine the connections between the latent variables and customer happiness, data from visitors was gathered using a structured questionnaire. Path analysis utilising AMOS was then used to examine the data. The data is analysed employing a structural equation modelling (SEM) multivariate technique utilizing SPSS 20 and AMOS 23. The findings reveal that the expertise and professionalism of tourism workers (people) significantly enhance tourist satisfaction. Efficient processes, such as seamless bookings and quick response times, further improve the visitor experience. Additionally, the physical environment, including well-maintained facilities, clear signage, and high-quality safari experiences, shapes tourists’ perceptions and overall satisfaction. The study emphasises the importance of employee training, streamlined operations, and infrastructure improvements in boosting visitor satisfaction. These insights extend beyond Kanha National Park, offering valuable strategies for enhancing wildlife tourism experiences globally. The study’s implications extend beyond Kanha National Park, offering valuable insights for similar wildlife tourism destinations internationally. Limitations of the study include potential sampling bias and response bias, which could affect the generalisability of results. Future research should address these constraints and explore additional marketing mix dimensions for a holistic understanding of tourist satisfaction.