التسويق السياحي وأثره على اتجاهات السياح المحليين نحو السياحة الداخلية في المملكة العربية السعودية: دراسة تطبيقية على الهيئة السعودية للسياحة

Abstract EN

The study aimed to identify tourism marketing in its dimensions (service, pricing, promotion, distribution, physical evidence) and measure its impact on local tourists' trends towards domestic tourism in the Kingdom of Saudi Arabia.

The study relied on the descriptive approach and analysis using a questionnaire that was applied to a sample of 157 employees of the Saudi Tourism Authority.

The importance of the study centered on its originality, as it is one of the few studies that research the topic of tourism marketing.

The study found the most important results, the most important of which is the presence of a high degree of tourism marketing in its dimensions (service, pricing, promotion, distribution, physical evidence) for domestic tourism in the Kingdom of Saudi Arabia.

There is a high degree of local tourists’ trends towards domestic tourism in the Kingdom of Saudi Arabia, and it has also been found that tourism marketing in its dimensions (service, pricing, promotion, distribution, physical evidence) has an important and statistically significant impact on the trends of local tourists towards domestic tourism in the Kingdom of Saudi Arabia.

Through the field study the study reached several recommendations, the most important of which is that the Saudi Tourism Authority provide services at reasonable prices, that the Saudi Tourism Authority have good means of transportation to transport tourists, and the number of hotel rooms commensurate with the number of tourists.