Abstract:
Abstract: This study aims to determine the effect of tourism marketing mix elements on international tourists’ satisfaction in the Amhara region. A quantitative research approach with explanatory research design was employed. Purposive sampling technique was used to select four tourist destination sites and sample tourists were selected through convenience sampling method. From 384 questionnaires distributed to international tourists’ in the study area, a total of 346 completed questionnaires were returned for analysis. The descriptive and inferential statistics were computed after the survey data collected from respondents. The correlation result of the study revealed that tourism product, price, place, people, process and physical evidence have a statistically significant relationship with international tourists’ satisfaction. But, the promotion has insignificant relationship with international tourists’ satisfaction. The finding of the study also revealed that tourism product, place, people and physical evidence have statistically significant effect on international tourists’ satisfaction at p-value less than 0.05. However, promotion, price, and process have insignificant effect on tourist satisfaction. The study has suggested that tourism product, place, people and physical evidence should be strengthen and the concerned body in the region should give due attention and improve the performance of price, promotion, and process to boost international tourists’ satisfaction, which is crucial for the development of tourism sector.
