Evaluate the Effect of Marketing Mix on Perceived Value, Destination Image and Loyalty of Tourists for Sustainable Tourism Development (Case Study: Astara Coastal City)

The purpose of this study is to examine the relationship between marketing mix with loyalty, perceived value, perceived quality and destination image. This applied research is methodologically descriptive and field survey. The study aims at determining the effects of selected marketing mix of services (price, physical evidence, people, place and promotion) on perceived quality, loyalty, perceived value and destination image of tourists who visit Astara area. The target group of the study is all tourists entering the Astara city and in order to collect data the questionnaire distributed among 400 respondents. To analyze the conceptual model, linear regression has been utilized as well as enjoying SPSS software. The Cronbach's alpha value of the questionnaire is 0.788, which is greater than 0.7, therefore the reliability confirmed. The results indicate that people, prices and physical evidence have the most significant impact on perceived value, image of destination and perceived quality. Finally, there are some recommendation for managers of tourism destinations in order to value and perceived quality increasing as well as desirable image of destination.