THE STUDY OF EMPLOYING KIPLING’S METHOD ON THE ANALYSIS OF MARKETING MIX FACTORS THAT BEING FOCUSED BY TOURISTS WHEN TRAVELING

Abstract

Knowing the marketing mix factors that tourists are focused or interested in when they decided to visit a particular tourist destination and also information on these tourists’ behavior will help ones to provide products and services that respond to the needs of those tourists correctly and appropriately, which will make tourism in that area sustain and will truly benefit all parties and all sectors in the society.

            The Kipling Method (5Ws 1H) is an effective method of analysis and study of data and can be used to study tourists’ behavior and marketing mix factors that tourists focused when traveling in that tourist destinations. Here, it will be studied how to use the method of Kipling for gathering information on Tourists’ behavior and marketing mix factors that tourists focused in traveling in the destinations in details, so the findings will be useful enough for setting up the tourist destination development plan as needed later. Furthermore, a prototype of questionnaire was also provided as an example for anyone who is interested in this field to apply and adapt it easily to the relevant context.