أثر الابتكار في المزيج التسويقي على القرار الشرائي للسائح الجزائري: دراسة عينة من السياح زبائن الوكالات السياحية في الجزائر

الملخص EN

This study aims to test the impact of innovation in the marketing mix on the Algerian tourist's purchasing decision, to achieve this goal, the questionnaire was used as a tool for collecting data for the study's variables.

it was distributed electronically to a sample of 461 Algerian tourists from tourist agencies' customers.

the results of the study revealed a significant impact of innovation in the elements of marketing mix on the Algerian tourist's purchasing decision, this impact is due to innovation in product, prices, promotion, distribution and physical evidence.

in the light of these findings, a series of recommendations have been made, the most important of which is to try to influence tourists' purchasing decisions by creating new products and improving existing products to keep pace with changes in the surrounding environment.