أثر الابتكار في الاتصالات التسويقية على تنشيط الطلب السياحي الداخلي : دراسة حالة الجزائر

الملخص EN

This study aims to test the impact of innovation in marketing communications on revitalizing of domestic tourism demand in Algeria.

The data were collected using the questionnaire tool and distributed electronically to a sample of 534 Algerian tourists.

The study found that there was no statistically significant impact of innovation in advertising, innovation in personal selling and innovation in sales promotion, while there was a statistically significant impact of innovation in direct marketing and innovation in public relations on activate of domestic tourism demand.