The Impact of the 7P Marketing Mix on Sustainable Competitive Advantage: Evidence from Kasang Kulim Zoo
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8573Keywords:
Marketing Mix, Sustainable Competitive Advantage, Tourism, Destination Marketing, SEM-PLSAbstract
This study examines how the 7P marketing mix influences sustainable competitive advantage in Kasang Kulim Zoo. The tourism sector faces increasingly intense competition, so destination managers need strategies that do more than attract visitors in the short term. A descriptive quantitative design was used through questionnaires distributed to visitors. The population included all visitors to Kasang Kulim Zoo, with 117,967 visits recorded in 2024. Respondents were selected using purposive sampling with criteria that they had visited at least once, were over 18 years old, and agreed to participate. The sample size followed Roscoe’s rule of thumb, which recommends 10–15 times the number of variables. The model included seven exogenous variables, namely Product, Price, Promotion, Place, Programming, People, and Partnership, and one endogenous variable, Sustainable Competitive Advantage. A minimum of 120 respondents was set and achieved. Data were processed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results show that Product, Price, Promotion, People, and Partnership have a positive and significant effect on sustainable competitive advantage. Among these variables, Product has the strongest influence, indicating that service quality, variation, and visitor experience are central to differentiation and repeat visits. Price that matches perceived value, promotional activities that broaden reach, competent staff, and strong partnerships all support competitiveness. Meanwhile, Place and Programming do not show a significant effect. This suggests that access to information, service distribution, and program design still need improvement if the destination is to sustain its competitive position over time.
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