دور تسويق العلاقات مع الزبون في بناء الصورة الذهنية للوجهة السياحية : دراسة تحليلية باستخدام النمذجة بالمعادلات البنائية 3 Smart PLS

الملخص EN

This study aims to highlight the role of marketing relations with the customer in building the mental image of the tourist destination, by relying on the basic principles of marketing relations and the extent of their application by the clients of tourism agencies.

The statistical package spss v20 was used for processing, and the Smart PLS program was used.

The study concluded that the application of the principles of relationship marketing in tourism agencies in the state of Ouargla contributes to building and improving the mental image of the tourist destination, and the existence of a relationship and impact between the variables of relationship marketing and the mental image of the tourist destination