نحو ممارسات التسويق المباشر لبناء الصورة الذهنية المدركة للمقصد السياحي غرداية : مقاربة تسويقية تكاملية

الملخص EN

The study is looking for enriching the theoretical background of the practices of tourist destinations for direct marketing and its importance in the behavior of tourists, and in the added value of integrated direct marketing as well, from many sides; such as interactivity, response rate.

Moreover, the study illustrates the relationship and influence between the integrated direct marketing and the destination perceived image, that from the viewpoint of Ghardaia tourists destination.

The questionnaire was distributed to a sample of 397 tourists.

Hence, the study found that there is a strong relationship correlation between the two variables, also there are effective integrated direct marketing to the tourists' mental image, from three dimensions (cognitive, emotional and behavioral); this leads them to repeat visiting Ghardaia destination and recommending their friends too.