Promotional Strategies and Tourists’ Intention to Revisit: Evidence from Kuakata, Bangladesh
Nusrat Sharmin LipyDepartment of Management Studies, University of Barishal, Bangladesh
Email: nslipy@bu.ac.bd
Download pdf
Download pdf
Article Information
Cite
Purpose: This study aims to examine the impact of five promotional
strategies,advertising, sales promotion, publicity, direct marketing,
and digital marketing on tourists' intention to revisit Kuakata.
Methodology: A quantitative, cross-sectional survey design was employed, with
data collected from 256 valid respondents (university students and previous
visitors to Kuakata) using convenience sampling. Descriptive statistics and
regression analysis were conducted using SPSS to assess the current situation and
explore the relationships between promotional strategies and revisit intentions.
Findings: Promotional strategies significantly influence revisit intentions. Digital
marketing and direct marketing had the strongest impact, followed by traditional
strategies like advertising and sales promotion.
Practical Implications: The findings provide valuable insights for businesses,
government agencies, and marketers in the tourism sector, highlighting the
importance of investing in well-rounded promotional strategies to encourage
repeat visits and strengthen destination loyalty.
Originality/Value: This study contributes to the academic literature by bridging
the gap between promotional strategy research and tourism revisit intentions. It
offers empirical evidence that supports strategic marketing initiatives in
destination management.
Limitations: The study utilized a convenience sampling method, which may limit
the generalizability of the findings. Future research could employ a broader
sampling strategy and include additional variables to deepen understanding.