Paper Title
Passengers’ Satisfaction, Loyalty, and Perception of Marketing Mix: A Cross Sectional Study at Rafic Hariri Beirut International Airport

Abstract
Based on the belief of consumer perception that may comply with the targeted consumer satisfaction, the aim of this paper is to explore the passengers’ fulfillment, devotion, and perception of marketing mix at Rafic Hariri Beirut International Airport. The discussion and analysis of the marketing mix (product, price, promotion, retail/place, and consumerism/people) will be considered to draw the concluding factors affecting passengers’ satisfaction, keeping in mind that tourism constitutes a major activity in the Lebanese economic system.The population of this study is the passengers at Rafic Hariri Beirut International Airport. A quantitative case study was conducted, and data were collected from a sample size of 405 participants with a cross-sectional study for three months, from January 2022 to March 2022.Results indicate that the passengers’ perception and satisfaction are influenced in a similar manner by the marketing mix components, in other words when the elements of the marketing mix are developed positively then the perception of the passengers is affected positively, thus higher satisfaction is created. Perception is found to be associated with factors representing the quality of the product and the conditions in which they are sold. However, failure in consumerism activities results in a decrease in overall satisfaction.The finding shows a remarkable positive influence on passenger satisfaction by all the components of marketing mix; furthermore, it challenges the philosophy that price is a major impactor on satisfaction. Therefore, the study advises that more focus is placed on price, promotion, and consumer market components of marketing mix to improve passenger perception leading to higher satisfaction. Keywords - Passenger Satisfaction, Passenger Perception, Marketing Mix, Service,Consumerism Activities, Lebanese Economic System