The relationships between marketing variables and their effects on each other

• Mohammad Hossein Imani Khoshkhoo Tourism Management Department, University of Science and Culture, Tehran, Iran
• Homayoun Yousefi Tourism Management Department, University of Science and Culture, Tehran, Iran *Corresponding Author: Homayoun Yousefi

Abstract

The objective of this study is to evaluate the relationships between the marketing variables and their effects on each other. This study has been conducted by the use of the descriptive-survey method, and it is an applied study. The results show that the studied elements (physical proofs, mental images, expectations, perception, satisfaction, branding, packing, workplace, positioning, positioning the product, and loyalty) have positive and significant effects on each other. In conclusion, all of the concepts defined in this article have strong conceptual relationships with each other and have decisive roles in the customers’ satisfaction with the destination.