العلامة التجارية و أثرها في زياد الحصة السوقية للمنظمات السياحية : دراسة استطلاعية لآراء عينة من العاملين في فناد الدرجة الممتاز بمدينة بغداد

الملخص EN

Business organizations are now recognizing the importance of thebrand in increasing market share to ensure guest loyalty to the servicesprovided by hotel organizations.

The study was based on two variables thatinteract with each other to form the intellectual and philosophicalframework for them (brand, market share).

The problem of research is through limited interest and knowledge of theimportance of the brand in an industry based on the success of the humantouch in dealing with the guest with affection and respect has been throughthe search for that problem through several questions centered in (Is therea significant correlation between the brand and increase the share In orderto answer these questions, the research in its applied aspect was based onthe premium class hotels in Baghdad through a deliberate intentionalsample of (50) respondents, which included (authorized manager, department director, head of division) and relied on collecting data mainlyfrom that sample on a form consisting of (42) paragraphs distributed onthe number of major and sub-variables of the research and used to extractthe results ready statistical program spss several statistical methods, including the mean and standard deviation and The relative importance ofdiagnosing the level of the search variables as well as the simplecorrelation coefficient and the Barlett test to apply the global analysis.

Inhotels surveyed to cope with future challenges and changes facing the hotelindustry in Iraq, as reflected in the design of hotel service and preparationand submission).

In the light of these results, a number ofrecommendations were put in place.

To increase the market, share oftourism organizations and introduce individuals working in qualitative