3933 ______________________________________________________________ DOI: https://doi.org/10.33258/birci.v3i4.1460 The Effect of Marketing Mix (Product, Price, Place and Process) on Students' Desire to Recommend Lectures in Tourism Academy of NHI Bandung Amalia Juliana Monika Intan Akademi Pariwisata NHI Bandung, Indonesia amalia@akparnhi.ac.id I. Introduction Currently the tourism industry sector in Indonesia is growing rapidly and has become a core business for Indonesia as well as a contributor to Gross Domestic Product (GDP), foreign exchange and a provider of easy, large and fast jobs. The tourism sector's contribution is currently 4% of the total Indonesian economy. Based on data from Travel & Tourism Competitiveness Reportfrom the World Economic Forum, Indonesia's ranking jumped from 70th in 2013 to 50th in 2015, due to the increasing number of foreign tourist visits to Indonesia. What attracts foreign tourists to Indonesia is the presence of a number of cultural heritages, rich natural resources and competitive prices. Along with the growth of the tourism industry which continues to increase, Indonesia needs to diversify the tourist destinations it offers, so that later it will not completely depend on the attractiveness of the island of Bali and can distribute the benefits of tourism more evenly to all corners of the country. One of the things that need to be improved is by fixing the infrastructure that is not feasible and also increasing the competence of the human resources of its citizens, especially in remote areas, which are less competitive than Singapore, Malaysia and Thailand. Education is a conscious effort made by adults for human maturity which is carried out in the process of teaching and learning activities, both formally and informally. Education is expected to be able to answer all the challenges of the times and be able to foster national generations, so that people become reliable and of high quality, with strong characteristics, clear identities and able to deal with current and future problems. (Azhar, 2018) Education is the only way that must be taken to overcome the constraints of a lack of competency in human resources. The participation of tourism education and training, it is necessary to develop both the facilities and infrastructure to improve the quality of tourism services and administration. Abstract The purpose of this study was to determine whether the product, price, place and process partially or simultaneously influence the desirability of students to recommend lectures at the NHI Bandung Tourism Academy. The population and sample in this study were students of the Bandung Tourism Academy. The variables of this research are the variable product (product), price (price), place (place), and process (process) as well as the desire to recommend college. The research method uses an explanatory survey. The data analysis method used is multiple linear regression analysis and using the t test and F test. Research results. Based on the results of multiple linear regression analysis Keywords product, price, place, process, desireto recommend, AKPARNHI