أثر الإعلانات التجارية السياحية على السلوك الشرائي : دراسة ميدانية لعملاء الوكالات السياحية بولاية سعيدة

Abstract EN

The study aims to highlight the impact of tourism commercial advertisements on the purchasing behavior to attract the customer to the tourism agency of Saida with the existence of independent variables represented: the tourism product advertisement, incentives for advertising, the advertising medium, and the dependent variable purchasing behavior, by processing 120 questionnaires using structural equations modeling using the Smart PLS program in Analyzing the results The field results showed that all the study variables have a positive effect on the purchasing behavior.