Evaluating the Role of Marketing in Promoting Cultural Heritage Tourism: A Case Study of North Kerala

Abstract

This study investigates the relationship between marketing clarity, marketing influence, and customer satisfaction. Utilizing a structured survey with 150 respondents, the research applies quantitative methods, including descriptive statistics, correlation analysis, and regression modelling, to assess the impact of perceived marketing efforts on customer satisfaction. The findings reveal weak or insignificant correlations between marketing clarity and customer satisfaction, with a slight negative influence of marketing efforts on satisfaction. Regression analysis further indicates that neither marketing clarity nor marketing role significantly predicts satisfaction, though marketing influence shows a borderline significant negative effect. The results suggest that factors other than marketing clarity or influence may be more critical in determining customer satisfaction. These findings highlight the need for businesses to explore additional drivers of satisfaction and refine their marketing strategies accordingly.