التحليل العاملي في تحديد العلاقة بين الاتصال التسويقي و الخدمة السياحية : دراسة حالة وكالات سياحية بولاية تيبازة

الملخص EN

The purpose of this study is to know the role of marketing communication elements such as advertising, personal sales, sales promotion, public relations, advertising, publishing and direct marketing in the activation of the various tourism services provided by tourism agencies, namely: travel, ticket reservation, visa applications and hotel booking.

To determine this relationship, we chose the factor analysis method.

The results of the survey of a sample of tourism agencies in the wilaya of Tipaza have shown that each element of marketing communication plays a role in the activation of the various tourism services provided by the tourism agencies studied, in particular the element of direct marketing, which is of great significance in this relationship.