The Effect of Tourism 4 “P” S on Customer Satisfaction: The Case of Hotels in Dessie and Kombolcha Cities
Purpose: The hotel industry in Dessie and Kombolcha cities is growing steadily, leveraging tourism marketing tools to meet customer satisfaction. The hotel industry has been utilizing tourism marketing tools such as products, prices, places, and promotions to meet customer satisfaction. The main objective of this research was to determine the effects of tourism marketing tools on customer satisfaction in the case of hotels in Dessie and Kombolcha cities. Design/Methodology/Approach: This mixed-method study examined the effects of product, price, promotion, and place on customer satisfaction. Quantitative data derived from 352 survey participants were analyzed. Findings: The findings reveal that product, promotion, and place have significant positive effects on customer satisfaction, with product being the most influential factor. Price, however, showed no significant impact. Practical Implications: The study recommends an integrated approach to tourism marketing tools to enhance customer satisfaction, discover new market segments, increase sales, and build brand loyalty. Originality/Value: The tourism sector, including the hotel business, is a competitive services industry that requires strategic marketing approaches to adapt to technological, political, economic, and environmental changes