مساهمة المزيج التسويقي السياحي في بناء ولاء الزبون: دراسة استطلاعية لعينة من الزبائن

الملخص EN

To achieve the objectives of this study which is to highlight a number of concepts concerning the tourism marketing mix; as well as the loyalty of the tourist، and determine the most important factors influencing him / besides / we wanted to know the extent of the impact of the tourism marketing mix in achieving customer loyalty.

we collected data from various sources and used the descriptive analytical method, as well as the questionnaire as the main tool for collecting information.

the study sample consisted of a group of customers randomly selected, and the SPSS software has been used to analyze data.

the study has concluded a set of results, the most important one is that there is a big impact of the elements of tourism marketing mix in achieving customer loyalty, which is due to a well-designed tourism marketing mix by tourism agencies, and providing services that meet their needs and desires as well as facilitating the procedures for providing them.

in addition to providing a physical environment that increases the performance of the service, which influenced the customers and contributed in creating a sense of loyalty on them.