التسويق السياحي ودوره في تحسين آداء الوكالات السياحية _دراسة حالة مجموعة من وكالات السفر بعين الدفلى_

Tourism marketing and its role in improving the performance of tourism agencies _A case study of a group of travel agencies in Ain Defla_

Abstract

Abstract:

 This study aimed to shed light on the nature of the relationship between the elements of the tourism marketing mix and its relationship to the performance of tourism agencies in the state of Ain Defla.

The study relied in its methodological approach on the inductive approach through the tools of description and statistical analysis, based on the questionnaire as a tool for collecting information, Where an intentional sample was surveyed, consisting of all 30 workers of the agencies under study in the studied period, and 26 questionnaires were retrieved after they were distributed.

The study reached a number of conclusions, the most important of which are:

- The results of the study proved that the relationship between physical evidence and pricing of tourism services is the strongest correlated with a value of 0.767 with a probability of 0.000, and on the other hand, the relationship between performance and tourism distribution is the weakest with a value of 0.134, in addition between each of (tourism product, tourism pricing, tourism promotion, tourism distribution, physical evidence, individuals) and performance, while there is no relationship between operations and performance.%- The results of the study confirmed the existence of a direct statistically significant relationship at level 5.