Choosing shopping tourism destination is one of the main elements of shopping tourists’ behavior. Identifying factor contributing in destination choice has key role in planning and development of shopping tourism destinations. Based on Black-Box conceptual framework, there are two main factors influencing on tourists behaviors namely; the characteristics of tourists and the marketing activities. We employed this framework to identify the role of service marketing mix on choosing Bane city as shopping tourism destination. To this end, a cluster sampling method and likert scale questionnaire were used to collect data from 384 tourists in Nuwroz and summer high seasons. One-sample Wilcoxon test were used to analyze the impact of each marketing elements on their decision to choose Baneh Destination.
The result of this study reveals that, the price, qualification of products, sale person’s services and behavior and the physical environment of Baneh destination had statistically significant influence on choosing Baneh shopping destination. The promotion and advertisement activates and also the tourism and geographic qualification of Baneh city on the other hand, had no statistically significant influence on tourists’ behavior.