البيانات الضخمة في التسويق السياحي و دورها في كفاءة شركات السياحة و السفر : دراسة تطبيقية في شركات السياحة و السفر

Abstract EN

The topic of the research aims at big data as a practical and applied concept and the implications of the transformation to activate the efficiency of tourism marketing, which adds value to the business and to make big data related to interactive marketing, targeted conversations, and customer loyalty to brands.

It lies in finding the means and ways that can overcome the problem of research in the face of tourist establishments' administrations, the continuous increase in the volume of circulated data in the face of the threat of digital disruption with many problems and variables in its marketing activity, and these problems are related to how to identify situations and events, determine the needs and desires of customers, and strive to Achieve them to gain their satisfaction and loyalty in a way that enhances marketing efficiency.

The content of the research confirms its findings that the traditional approaches to managing electronic resources such as big data to achieve contemporary marketing efficiency in obtaining various data from solid sources to monitor the tourist markets and the consumer tastes of tourists and work to bridge the knowledge gap, as well as there is a need to link the vision of big data like tourism business on The level of regional tourism markets to dispatch the requirements of marketing efficiency in its contemporary framework