استخدام طريقة المربعات الصغرى الجزئية PLS لتقييم الدور الوسيط للحملات التسويقية في تأثير عناصر المزيج التسويقي على قرار الشراء لدى عينة من السياح

Abstract EN

The purpose of this paper is to assess the impact of the elements of the tourism marketing mix (product, price, distribution, promotion, physical evidence, operations and peoples) on the purchasing decision of the tourist through the tourism experience presented in the marketing campaigns of the tourist destination.

We propose and test a model demonstrating that the relationship between Marketing Mix and purchasing decision is fully mediated by the depth of marketing campaigns knowledge orbed by the quality of communication messages, Planning, early reservation and identification of the target segments.

So a form was distributed to a sample consisting of 120 tourists.

so that the data were processed using the structural equation models (the method of Partial Least Square PLS) and the results of the study after statistical treatment using the SMART PLS 3.

2.

8 program have found an effect indirectly positive for the elements of the tourism marketing mix on the purchasing decision relying on the components of the marketing campaigns as an intermediate variable.