Enhancing Competitive Advantage in Kosovo's Hospitality Sector: The Impact of Marketing Mix Strategies

Abstract

This paper examines the crucial role of the marketing mix in enhancing competitiveness within the tourism and hospitality industries in Kosovo. As global markets become increasingly dynamic and competitive, understanding the strategic implementation of the marketing mix is vital for securing market position and ensuring long-term business sustainability. This study explores the traditional 4 Ps (Product, Price, Place, Promotion) and the service-specific 3 Ps (People, Process, Physical Evidence) to demonstrate how they collectively contribute to customer satisfaction and competitive advantage. The research method combines theoretical analysis with empirical data, including a survey of foreign tourists in Kosovo, to assess the impact of the marketing mix on customer satisfaction. Findings indicate a strong correlation between the integrated application of the 7 Ps and increased customer satisfaction, underscoring the effectiveness of a well-coordinated marketing mix. This investigation not only enhances understanding of the marketing mix's influence on business success but also offers valuable insights for practitioners aiming to improve their competitive stance through customer-focused strategies. The study advocates for the strategic harmonization of marketing mix elements as fundamental to achieving customer satisfaction and fostering business growth, particularly in the competitive context of Kosovo's tourism and hospitality sector.

Received: 20 March 2024 / Accepted: 13 June 2024 / Published: 5 July 2024