| Summary: | 碩士 === 國立高雄應用科技大學 === 製造與管理外國學生碩士專班 === 104 === Since Vietnamese government paid more attention in tourism industry as it gig contribution to the national economy, marketing is considered as a very important determinant of the tourism development. This study aims to examine the impact of service marketing mix – 7Ps model on tourism industry by examining each element of marketing mix on tourist’s intnetion toward a particular travel destination-Sapa Vietnam.
In this study, seven research hypotheses were developed and to test those hypotheses, primary data were collected from respondents by the questionnaire and SPSS version 20 was applied in this study to analyze collected data through six steps: exploratory factor analysis, reliability analysis, correlation analysis, multiple linear regression, one-way ANOVA and descriptive statistic.
The results of this research indicated the strong impact of service marketing mix on tourism and also showed out the impact level of each marketing mix elements on tourist’s intention. The results of this study carried the practical implications and may contribute toward related parties in the field of tourism and marketing. Besides that, the results of this research also may help other researchers on the same fields as the data resource and reference.
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