Mediation Effect of Marketing Mix Strategy on Supply and Demand Towards Marketing Performance

  • Otto Randa PAYANGAN Department of Management, Faculty of Economic and Business University of Hasanuddin, Makassar, Indonesian
  • Romansyah SAHABUDDIN Department of Management, Faculty of Economic Universitas Negeri Makassar, Indonesia
  • Adrianus S. GIRIKALLO Akademi Maritim Indonesia, AIPI, Makassar, Indonesia

Abstract

The design of this study aimed to examine whether factors such as: supply, demand, and strategy promotional mix can affect the performance of tourism marketing in Sulawesi-South and located in the Municipality of Makassar, Tana Toraja, Wajo, Municipality of Pare-Pare and District Bulukumba, and time of execution carried out from September to December 2004. The population in this study is the "Foreign tourists and Travelers archipelago" which came in South Sulawesi, district and municipality which he visited to make use accidental sampling method as the sample collection method. The analytical method used to test the hypothesis of the research is Structural Equation Modeling (SEM). Hasi analysis shows that there is a variable mediating effect on the influence of marketing mix strategy between Supply and Demand for performance marketing.

References

[1] Cooper, C. 2008. Tourism: Principles and Practice. Pearson Education. ISBN-10: 0273711261; ISBN-13: 978-0273711261
[2] Lohmann, M., Kaim, E. 1999. Weather and Holiday Preference-Image, Attitute and Experience. The Tourist Review, 54 (2): 54-64. DOI: 10.1108/eb058303
[3] Nares, K. M. 1996. Marketing Research: An Applied Orientation. Prentice Hall International Edition, Inc New Jersey. ISBN-10: 0131257331, ISBN-13: 978-0131257337
[4] Solimun, Fernandes, A.A.R, and Nurjannah. 2017. Statistics Multivariate Method: Strucural Equation Modeling Using WarpPLS. UB Press. Malang. Indonesia.
Additional References
[5] Butler, R.W. 1980. The Concept of a Tourist Area Cycle of Evolution: Implication for Management of Resources. Canadian Goegrapher.
[6] Buel, P. V. 1985. Marketing Management a Strategic Planning Approach. Mc Graw-Hill Series in Marketing.
[7] Blackwell, J. 1988. The Tourism and Hospitality Industry. International Series .
[8] Bull, A. 1991. The Economics of Travel and Tourism. McGrawHill. New York.
[9] Burke, J., and Resnick, B. 2000. Marketing and Selling the Travel Product. Second Edition. Business Publication, Inc.
[10] Certo, C. S., Peter, P. J. 1991. Strategic Management Concepts and Applications. McGraw Hill, Inc.
[11] Dalrymple, J. Douglas, Parsons J. Leonard. 1988. Marketing Management Strategy and Cases. New York.
Published
2017-05-28
How to Cite
PAYANGAN, Otto Randa; SAHABUDDIN, Romansyah; GIRIKALLO, Adrianus S.. Mediation Effect of Marketing Mix Strategy on Supply and Demand Towards Marketing Performance. Journal of Environmental Management and Tourism, [S.l.], v. 8, n. 1, p. 223-231, may 2017. ISSN 2068-7729. Available at: <https://journals.aserspublishing.eu/jemt/article/view/1072>. Date accessed: 28 mar. 2024. doi: https://doi.org/10.14505//jemt.v8.1(17).21.