Perceived Destination Market Competitiveness as a Mediator Between Tourism Marketing Mix and Destination Loyalty: Evidence from Ethiopia

2025-02-26T11:43:33+00:00

The objective of this study is to investigate how perceived destination market competitiveness affects the relationship between the tourism service marketing mix and tourist destination loyalty, specifically in the context of Ethiopian tourist destinations that have transitioned from "involvement" to "consolidation" stages. The population of the study is all international tourists visiting various destinations with partulcar emphasis of Top 5 destination in Ethiopia. A total of 400 questionnaires were distributed and 343 questionnaires were returned at the end of the data collection process and used for the subsequent statistical analysis, which gave the response rate of 86 percent. To analyze the research model, Partial Least Squares (PLS) technique using the SmartPLS 4 software has been used. To assess the measurement model two types of validity were being examined - first the convergent validity and then the discriminant validity. All Cronbach alpha coefficients are over 0.7, ranging from 0.709 to 0.760, indicating strong internal consistency, and are used to assess the items' unidimensionality in terms of reliability. The investigation's findings demonstrate that the following antecedents—accessibility, people, product, promotion, physical evidence, and process—showed a significant effect on destination tourist loyalty. Price, however, had no significant effect on tourists' loyalty to a destination. This study has also demonstrated that a destination's capacity to compete in the tourism industry is significantly impacted by three key elements of the marketing mix: promotion, physical evidence, and process. However, there was no significant effect of price, people, or accessibility on the destination's market's competitiveness. Destination’s market competitiveness mediates the relationship between accessibility, people, price, process and promotion since the indirect effect estimates are higher than the direct effects estimates. However, physical evidence and product does not mediate the relationship between antecedent of marketing mix and tourism destination loyalty since the indirect effect estimates are lower than the direct effects estimates. Destination marketers should focus on variables which showed a significant effect tourist destination loyalty as well as Market competitiveness. Moreover, more research is required by destination researchers to determine why accessibility, population, or price did not significantly impact the competitiveness of the destination's market.

Economic Factors of Corporate Sustainability and Performance of Foam Manufacturing Firms

2025-02-26T11:43:40+00:00

Corporate sustainability is essential for balancing economic performance with environmental responsibility. This study investigates the relationship between economic factors of corporate sustainability—specifically recycling and product innovation—and the organizational performance of foam manufacturing firms in Anambra State, Nigeria. Employing a descriptive survey design, 600 copies of questionnaire were administered, while 560 were found valid and useful for data analysis. Statistical analysis Spearman’s correlation and paired sample t-tests were used it revealed significant relationships between the variables. Recycling demonstrated a significant positive relationship with profitability, with a Spearman correlation coefficient of 0.020 and a paired t-test value of 2.326 and p = 0.001. Similarly, product innovation was found to have a strong positive relationship with profitability, reflected by a correlation coefficient of -0.048 and a paired t-test value of 9.035 and p = 0.003). The findings underscore the importance of sustainability practices in enhancing profitability through cost reduction, operational efficiency, and market differentiation. Guided by the Natural Resource-Based View (NRBV) theory, the study concludes that sustainability strategies can transform organizational performance. Recommendations include investing in advanced recycling technologies, fostering eco-friendly product innovation, and implementing supportive government policies to ensure sustainable economic growth and operational efficiency in the foam manufacturing sector of Anambra State.

British Journal of Marketing Studies

Perceived Destination Market Competitiveness as a Mediator Between Tourism Marketing Mix and Destination Loyalty: Evidence from Ethiopia

Economic Factors of Corporate Sustainability and Performance of Foam Manufacturing Firms