أثر الإعلان على سلوك المستهلك السياحي لعينة من زبائن الوكالات السياحية بالجلفة

Abstract EN

The consumer is the main driver of the activities of the institutions, regardless of their size and objectives, and consumers differ from each other in terms of characteristics and usage habits, so the institution must take this into account, especially when setting their marketing policies, to ensure survival and continuity, and that will only be through satisfying the needs and desires The consumer on the one hand and his satisfaction and loyalty on the other hand.

Considering promotion as one of the marketing policies that enables the institution to contact its audiences to adopt a specific behavior, advertising is one of the elements of the promotional mix, which is an impersonal communication process that uses media to pass its message on to the broad public, where it plays a major role in conveying ideas, changing trends, and supporting behavior, Based on this on persuasion and remembrance, and to attract public attention and influence.

Hence the importance of advertising in the institution, as it cannot dispense with it, given its great role in creating communication with the current and prospective audience of the organization.