THE IMPACT ANALYSIS OF RELATIONSHIP MARKETING AND MARKETING MIX OF MICE TOURISM ATTRACTION (MEETINGS, INCENTIVES, CONVENTIONS AND EXHIBITIONS) IN BANDUNG CITY

Dr. Sukmadi, M.M.Et.al. (2014) THE IMPACT ANALYSIS OF RELATIONSHIP MARKETING AND MARKETING MIX OF MICE TOURISM ATTRACTION (MEETINGS, INCENTIVES, CONVENTIONS AND EXHIBITIONS) IN BANDUNG CITY. European Journal of Business and Management, 6 (26). pp. 135-147. ISSN 2222-2839

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Abstract

This study aims to determine, analyze and describe (1) the condition of relationship marketing, marketing mix and MICE tourist attraction in Bandung City, (2) the effect of relationship marketing to the MICE tourist attraction in Bandung City, (3) the effect of the marketing mix MICE tourist attraction in Bandung City, (4) the effect of relationship marketing and the marketing mix simultaneously on MICE tourism attraction in Bandung City. The research methods been used was explanatory survey, as it will explain the relationship between the studied variables. While the type of relationship between the variables used in this study was the causality of independent variable / independent variables affect the dependent variable. The source of data obtained through questionnaires and documentation. While the data analysis used is multiple linear regression. Based on the survey results revealed that the relationship marketing and marketing mix properly implemented, while the tourism appeal is quite high. The verification is seen that the relationship marketing variables and marketing mix positive and significant effect either partially or simultaneously to the MICE tourism attraction in Bandung. Keywords: Relationship Marketing, Marketing Mix, MICE Tourism attractions

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