تأثير عناصر المزيج الترويج السياحي لتطوير الخدمات السياحية في مدينة الكوفة

Abstract EN

The current study aims to test the effect of the elements of the tourism promotion mix as an independent variable through its dimensions (tourist advertising، tourism advertising، activating tourist sales، tourism personal selling، tourism public relations) in developing tourism services in the city of Kufa as a dependent variable، as the sample was chosen randomized by (355) questionnaires on different visitors (tourists) and (350) questionnaires were received by the researched sample، (5) of them were lost and (6) were excluded as being invalid for statistical analysis، so the number became (344) a valid questionnaire for statistical analysis، as well as personal interviews conducted with a number of specialists and stakeholders from the study sample، and the interaction of these variables to form the general framework around which the problem of the study revolves around the nature of the relationship and the impact of the elements of the tourism promotion mix in the development of tourism services through the main question the absence of investment and advertising interest in highlighting the elements of tourist attraction religious and archaeological، and what this city suffers from is a clear neglect in the lack of tourist services and complementary services and the lack of seriousness in investing these attractive elements.

the questionnaire was used as a means of data collection، which included (50) items for which the variables of the study were measured، and the descriptive analytical approach and the historical approach were based on the package of ready-made statistical programs represented by the weighted arithmetic mean and importance relativity، standard deviation scale، z-test test، f-test test، confirmatory factor analysis method، simple linear regression method، multiple linear regression analysis method، and statistical programs (SPSS) version (25) and (AMOS) program (version (25)، and the statistical analysis showed a number of conclusions، the most important of which are the lack of joint coordination by the Kufa municipality secretariat on the one hand and the tourism and antiquities authority on the other، and the failure to use special strategies for the maintenance and development of religious and archaeological monuments in line with the needs of the tourist in coordination with the relevant departments.