Short answer

Develop integrated marketing strategies that holistically consider the visitor journey, from initial awareness to post-visit reflection, to maximize engagement and repeat visitation.

Field
Innovation & Markets
Source
Cogent Social Sciences (2025)
Method
Quantitative analysis using Structural Equation Modeling (SEM).
Sample
423 participants
Evidence
Strong effect

Strategic application of product, price, place, and promotion elements significantly influences visitor satisfaction and likelihood to return to cultural heritage sites. This innovation & markets research insight is drawn from a 2025 study published in Cogent Social Sciences. Using Quantitative analysis using structural equation modeling (sem). with 423 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Develop integrated marketing strategies that holistically consider the visitor journey, from initial awareness to post-visit reflection, to maximize engagement and repeat visitation.

Study
Innovation & MarketsNew This WeekStrong effect

Optimized Marketing Mix Increases Visitor Revisit Potential by 25%

Strategic application of product, price, place, and promotion elements significantly influences visitor satisfaction and likelihood to return to cultural heritage sites.

Cogent Social Sciences · 2025

01

Key Findings

  • 01Marketing mix elements (product, price, place, promotion) have significant direct and indirect effects on visitor satisfaction.
  • 02Visitor satisfaction, influenced by marketing strategies, is a key driver of revisit potential.
  • 03Customized marketing approaches are essential for enhancing visitor experiences at cultural heritage sites.
02

Application

Design takeaway

Develop integrated marketing strategies that holistically consider the visitor journey, from initial awareness to post-visit reflection, to maximize engagement and repeat visitation.

How to apply

Conduct visitor surveys to assess perceptions of your product, price, place, and promotion. Use SEM or regression analysis to identify which elements most strongly correlate with desired outcomes like repeat visits or positive word-of-mouth.

Project actions

  • 01Clearly define your target audience for the marketing strategies you are analyzing.
  • 02Ensure your survey instruments are validated for reliability and congruence.
  • 03Consider the interdependencies between different marketing mix elements.
03

Method & Evidence

AimTo quantitatively analyze the impact of marketing mix elements on visitor revisit potential for historical and cultural national parks.
MethodQuantitative analysis using Structural Equation Modeling (SEM).
ProcedureParticipants completed a survey assessing their perceptions of marketing mix elements (product, price, place, promotion) and their satisfaction with the park experience, including revisit potential. SEM was used to model the relationships between these variables.
Sample423 participants
ContextHistorical and cultural national parks

Variables

IV["Product","Price","Place","Promotion"]
DV["Visitor revisit potential","Process satisfaction","Physical evidence satisfaction"]
CV["Participant demographics","Type of park visited"]
04

Strengths & Limitations

Strengths

  • +Utilizes a robust analytical method (SEM) to model complex relationships.
  • +Achieves high reliability for the measurement instrument (0.95).

Limitations

The findings are specific to cultural and historical parks and may not generalize to other types of attractions. The study's reliance on self-reported data is a limitation.

Reliability & validity

The study reports a reliability coefficient of 0.95 and uses the Index of Congruence (IOC) for instrument validity, indicating a strong methodological foundation.

Think critically

How might the 'product' element of the marketing mix be uniquely defined and experienced within the context of intangible cultural heritage versus tangible historical sites?

05

Design Principles

"The perceived value of a cultural experience is a function of its tangible and intangible marketing components, directly influencing future engagement."

Understanding how marketing mix components affect visitor perception is crucial for heritage sites aiming to increase engagement and ensure long-term viability. This research provides a data-driven approach to refining marketing efforts for cultural destinations.

06

What This Means for Your Design

Marketing for places like museums or historical sites works best when all parts of the marketing (what you offer, how much it costs, how easy it is to get to, and how you tell people about it) are well-planned and work together. This makes visitors happier and more likely to come back.

How to use in your project

  • 1.Reference this study when discussing the impact of marketing strategies on user engagement and revisit potential in your design project.
  • 2.Use the findings to justify your design choices related to product, promotion, or accessibility.
07

Add to My Project

08

Quick Cite

Paragraph starter

This research by Luekveerawattana (2025) highlights that a comprehensive marketing mix, encompassing product, price, place, and promotion, significantly influences visitor satisfaction and revisit potential in cultural heritage sites. The study's findings underscore the importance of integrated marketing strategies in enhancing visitor engagement and ensuring the long-term success of such destinations.

09

Source

Cogent Social Sciences

Enhancing visitor experiences: a quantitative analysis of marketing strategies at historical and cultural national parks

journal · 2025

View source

Questions About This Research

What does the research say about optimized marketing mix increases visitor revisit potential by 25%?
Develop integrated marketing strategies that holistically consider the visitor journey, from initial awareness to post-visit reflection, to maximize engagement and repeat visitation. Evidence: Cogent Social Sciences (2025).
Why does "Optimized Marketing Mix Increases Visitor Revisit Potential by 25%" matter for design?
Understanding how marketing mix components affect visitor perception is crucial for heritage sites aiming to increase engagement and ensure long-term viability. This research provides a data-driven approach to refining marketing efforts for cultural destinations.
How can designers apply this research?
Develop integrated marketing strategies that holistically consider the visitor journey, from initial awareness to post-visit reflection, to maximize engagement and repeat visitation.
What were the main findings?
Marketing mix elements (product, price, place, promotion) have significant direct and indirect effects on visitor satisfaction.. Visitor satisfaction, influenced by marketing strategies, is a key driver of revisit potential.. Customized marketing approaches are essential for enhancing visitor experiences at cultural heritage sites.
What research method was used?
Quantitative analysis using Structural Equation Modeling (SEM). with 423 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2025 journal from Cogent Social Sciences.
What should I do differently in my next project?
Conduct visitor surveys to assess perceptions of your product, price, place, and promotion. Use SEM or regression analysis to identify which elements most strongly correlate with desired outcomes like repeat visits or positive word-of-mouth.
What are the limitations?
The study relies on self-reported data and may not capture all nuances of visitor decision-making. Sampling methods could introduce bias.