الكلمة المنطوقة و أثرها في العوامل الشخصية لسلوك السائح : دراسة حالة لآراء عينة من زبائن فندق Rixos في محافظة دهوك

الملخص EN

The study sought to identify the spoken word and its impact on the personal factors of the behavior of the tourist, as the tourism establishments face large and numerous challenges due to the overall transformations and marketing changes prevailing in the twenty-first century, and within the framework of that the tourist facilities and those of the hotels to face These shifts through the adaptations they make to their marketing works are based on their focus on their key business in achieving brand awareness through the use of modern marketing and communication concepts such as spoken word (word of Mouth)Based on this, the current study outlines its marketing philosophy, which is based on the review of speech-specific propositions to improve the behavior of the tourist.

Significant efforts are being made to discover the influence of the spoken word on changing customer attitudes and purchasing behavior.

The study concluded that the requested hotel represents the spoken word in general as a complete and inexpensive advertisement for the hotels and many promotional programs may be unable to excel at times.

The study concludes with a series of suggestions that the researcher deems appropriate to improve the behavior of the consumer in the hotel sample study.