Effect of marketing mix 4cs on the domestic tourist’s purchase decision - case study in Vietnam

Abstract

Currently, in Vietnam, the traditional 4Ps marketing mix model has gradually become no longer suitable, so businesses in general and Tourism businesses in particular have applied Marketing mix 4Cs in their production and business activities. Businesses attach the letters Cs with the letters Ps in pairs to always consider customers as the focus when planning Marketing strategies (Product - Customer Solution, Price - Customer Cost, Place – Convenience, Promotion – Communication). The study aims to systematize the theoretical basis and identify the effect of Marketing mix 4Cs on the Domestic tourist’s purchase decision in Vietnam. Through the research, find a Literature Review on the above topic to serve as a basis for further research to identify the Marketing mix 4Cs factors affecting on the Domestic tourist’s purchase decision in Vietnam and build a model research. Further studies apply this research model to measure the impact of each marketing mix 4Cs factor on the Domestic tourist’s purchase decision as well as propose some managerial implications to help businesses meet the needs of domestic tourists.