دور التسويق الإبداعي في زيادة الحصة السوقية: دراسة تحليلية لعينة من مدراء ووكلاء المدراء الفنادق السياحية في البصرة

Abstract EN

In its practical aspect, the study took the intentional sample.

the researcher distributed (91) questionnaire forms, of which (83) were received.

as for those valid for statistical analysis, they were (76) forms, meaning that the response rate reached (83,5) with the exclusion of the forms that are not valid for analysis.

for the purpose of the analysis process, the researcher used a set of special methods for this matter: (arithmetic mean, standard deviation, relative variance coefficient, relative importance, normal distribution test, confirmatory factor analysis, and Cronbach’s alpha coefficient, in addition to the Pearson correlation coefficient and structural equation modeling), and through the programs (Amos V 23), (SPSS V 23), (Microsoft Excel 2010).

the most important practical results: the results of the study showed the existence of correlation relationships and positive and significant influence relationships between its variables represented by (creative marketing and market share).