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The Role of Marketing Strategies in Achieving Tourism Marketing – "An Applied Study of the Opinions of a Sample of Workers in Some Tourism and Travel Companies in Najaf Governorate"
Corresponding Author(s) : Dijla Jasim Mohammed
American Journal of Economics and Business Management,
Vol. 7 No. 10 (2024): October
Abstract
This study explores the impact of marketing strategies on tourism marketing, focusing on a sample of workers from tourism and travel companies in Najaf Governorate, Iraq. The research aims to reveal how pricing, marketing communications, and distribution channel management affect tourism marketing dimensions such as service, price, promotion, and distribution. The research adopted a descriptive approach, utilizing a questionnaire as the primary data collection tool. A total of 130 questionnaires were distributed, with 122 valid responses analyzed. Statistical tools like SPSS Ver. 26 and AMOS V. 24 were employed to test hypotheses and analyze relationships between variables. The results indicate a significant positive correlation between marketing strategies and tourism marketing. Specifically, enhancing marketing strategies significantly improves tourism marketing performance. Based on the findings, several recommendations were made, including urging companies to prioritize marketing activities by improving advertising management, developing innovative marketing strategies, and understanding market planning processes.
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- Abdeen, Muhammad Abu Al-Yusr, (1994), Al-Ghazali Library.
- Akadiri O. P. (2011), Development of Multi-Criteria Approach for the Selection of: Wolver Hampton, U. K.
- Al-Afeshat, Tayseer Mohammed Shahada (2001), The impact of quality and customer satisfaction in determining marketing strategies for banking services, an analytical study on a sample of Jordanian commercial banks, PhD thesis in Business Administration, College of Administration and Economics, University of Mosul, unpublished.
- Al-Azhari, Muhyi al-Din Abbas (1988), Marketing Activity Management (Strategic Approach), 1st ed., Dar Al-Fikr Al-Arabi for Publishing and Distribution, Cairo, Egypt.
- Al-Harbi, A. (2016). The impact of digital marketing on the development of cultural and heritage tourism in Saudi Arabia. King Saud University.
- Al-Khamas, Abdul-Ridha Faraj Badrawi (2004), Building a Marketing Strategy Guided by Competitive Advantage in the Iraqi Tourism Sector, PhD thesis in Business Administration, College of Administration and Economics, University of Basra, unpublished.
- Al-Khateeb, S. (2018). Digital marketing strategies and their role in enhancing the attractiveness of cultural and heritage tourism in Saudi Arabia. King Abdulaziz University. -
- Al-Mazroui, N. (2019). The role of digital marketing in promoting cultural and heritage tourism in the UAE. Zayed University.
- Almeyda-Ibanez, M. and Babu, G., (2017). The evolution of destination branding: A review of branding literature in tourism, Journal of Tourism, Heritage and Services Marketing, -
- Al-Shiha, Bin Abdul Aziz, Ahmed (2024): The Impact of Digital Marketing Strategies in Enhancing the Attractiveness of Cultural and Heritage Tourism in the Kingdom of Saudi Arabia: A Field Study, College of Tourism and Antiquities - Department of Tourism and Hotels - King Saud University.
- Al-Wishah Muhammad Washah (2021): The Role of Electronic Tourism Marketing and Its Impact on the Development of the Jordanian Tourism Sector, Arab Journal of Scientific Publishing, Jordan.
- Al-Zaq Yahya Shahata Hassan (2018): Towards a New Strategy for Tourism Marketing in the Egyptian Tourist Destination, Academy for Social and Human Studies, Egypt.
- Ann, La¨msa (2006), Jmp for Basic Univariate and Multivariate Statistics: A Step –by- step Guide, Cary, NC: SAS Press, ISBN 9781-1-59047-576-8
- Aqoun, & Adel. (2022). Lectures in Tourism Marketing.
- Bang, A & Hell, J. (2015). Digital Marketing Strategy social media and its contribution to competitiveness . Master, International business strategy, University Linnaeus, Sweden .
- Dias ,Sonia(2018), Impact of Mobile Applications in Changing the Tourist Experience, Research Article.Italy.
- Hair, Jr. J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). "Multivariate Data Analysis: A Global Perspective". London: Pearson.
- -Herle ,Andrea(2018) The Impact of Destination Image on Tourists’ Satisfaction and Loyalty in the Context of Domestic Tourism, MID Journal Volume 1 ǀ Issue 2.
- -Kiral’ova, A. and Pavliceka, A. (2015). Development of Social Media Strategies in Tourism Destination, Procedia , Social and Behavioral Sciences.
- Lopes , Rowland )2024) Impacts Of Cultural Events And Festivals On Cultural Tourism, Journal of Advanced Zoology ISSN: 0253-7214 Volume 45 Issue S-4.
- Muluk Jahida. (2014): The Role of Electronic Marketing in Activating Tourism in Algeria, Journal of Economics and Development.
- Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. New York: McGraw-Hill
- Okazaki, S., Campo, S., Andreu, L., & Romero, J. (2015). A latent class analysis of Spanish travelers mobile internet usage in travel planning and execution. Cornell Hospitality Quarterly.
- Saker, J. ( 2002 ) . “ Marketing Planning why UR ”.
- Yu, X., Anaya, G. J., Miao, L., Lehto, X., & Wong, I. A. (2018). The impact of smartphones on the family vacation experience. Journal of Travel Research.
References
Abdeen, Muhammad Abu Al-Yusr, (1994), Al-Ghazali Library.
Akadiri O. P. (2011), Development of Multi-Criteria Approach for the Selection of: Wolver Hampton, U. K.
Al-Afeshat, Tayseer Mohammed Shahada (2001), The impact of quality and customer satisfaction in determining marketing strategies for banking services, an analytical study on a sample of Jordanian commercial banks, PhD thesis in Business Administration, College of Administration and Economics, University of Mosul, unpublished.
Al-Azhari, Muhyi al-Din Abbas (1988), Marketing Activity Management (Strategic Approach), 1st ed., Dar Al-Fikr Al-Arabi for Publishing and Distribution, Cairo, Egypt.
Al-Harbi, A. (2016). The impact of digital marketing on the development of cultural and heritage tourism in Saudi Arabia. King Saud University.
Al-Khamas, Abdul-Ridha Faraj Badrawi (2004), Building a Marketing Strategy Guided by Competitive Advantage in the Iraqi Tourism Sector, PhD thesis in Business Administration, College of Administration and Economics, University of Basra, unpublished.
Al-Khateeb, S. (2018). Digital marketing strategies and their role in enhancing the attractiveness of cultural and heritage tourism in Saudi Arabia. King Abdulaziz University. -
Al-Mazroui, N. (2019). The role of digital marketing in promoting cultural and heritage tourism in the UAE. Zayed University.
Almeyda-Ibanez, M. and Babu, G., (2017). The evolution of destination branding: A review of branding literature in tourism, Journal of Tourism, Heritage and Services Marketing, -
Al-Shiha, Bin Abdul Aziz, Ahmed (2024): The Impact of Digital Marketing Strategies in Enhancing the Attractiveness of Cultural and Heritage Tourism in the Kingdom of Saudi Arabia: A Field Study, College of Tourism and Antiquities - Department of Tourism and Hotels - King Saud University.
Al-Wishah Muhammad Washah (2021): The Role of Electronic Tourism Marketing and Its Impact on the Development of the Jordanian Tourism Sector, Arab Journal of Scientific Publishing, Jordan.
Al-Zaq Yahya Shahata Hassan (2018): Towards a New Strategy for Tourism Marketing in the Egyptian Tourist Destination, Academy for Social and Human Studies, Egypt.
Ann, La¨msa (2006), Jmp for Basic Univariate and Multivariate Statistics: A Step –by- step Guide, Cary, NC: SAS Press, ISBN 9781-1-59047-576-8
Aqoun, & Adel. (2022). Lectures in Tourism Marketing.
Bang, A & Hell, J. (2015). Digital Marketing Strategy social media and its contribution to competitiveness . Master, International business strategy, University Linnaeus, Sweden .
Dias ,Sonia(2018), Impact of Mobile Applications in Changing the Tourist Experience, Research Article.Italy.
Hair, Jr. J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). "Multivariate Data Analysis: A Global Perspective". London: Pearson.
-Herle ,Andrea(2018) The Impact of Destination Image on Tourists’ Satisfaction and Loyalty in the Context of Domestic Tourism, MID Journal Volume 1 ǀ Issue 2.
-Kiral’ova, A. and Pavliceka, A. (2015). Development of Social Media Strategies in Tourism Destination, Procedia , Social and Behavioral Sciences.
Lopes , Rowland )2024) Impacts Of Cultural Events And Festivals On Cultural Tourism, Journal of Advanced Zoology ISSN: 0253-7214 Volume 45 Issue S-4.
Muluk Jahida. (2014): The Role of Electronic Marketing in Activating Tourism in Algeria, Journal of Economics and Development.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. New York: McGraw-Hill
Okazaki, S., Campo, S., Andreu, L., & Romero, J. (2015). A latent class analysis of Spanish travelers mobile internet usage in travel planning and execution. Cornell Hospitality Quarterly.
Saker, J. ( 2002 ) . “ Marketing Planning why UR ”.
Yu, X., Anaya, G. J., Miao, L., Lehto, X., & Wong, I. A. (2018). The impact of smartphones on the family vacation experience. Journal of Travel Research.