الصورة الذهنية للسائح و أثرها في تحقيق النجاح الاستراتيجي لمنظمات الضيافة : دراسة تطبيقية على عينة من منظمات الضيافة في مدينة بغداد

Abstract EN

Purpose: The objective of the study is to identify the nature of the philosophical and scientific relationship between the variables of the study (the mental image of the tourist and the strategic success), and the extent to which the nature of the relationship is reflected in the field reality to promote hospitality organizations and their success.

Methodology: The study emerged from a real problem experienced by the hospitality sector in Iraq since the end of the eighties of the last century, expressed by a number of intellectual and practical questions, the aim of which is to answer the theoretical philosophy and the intellectual implications of these variables, as they are important topics that need convergence of views Among the managers of the educational institutions of tourism, and then test the correlation and influence relationships and their possible implementation in the environment of application, which was formed by the top-class hospitality organizations in the city of Baghdad (Rashid Royal, Mansour, Palestine, Tar, Babel and Warwick).

The study included coverage of the community of respondents, represented by senior leaders, department managers and the people in the excellent class hotels, which number 110.

The value of the study: It tries to reach the intellectual and philosophical rooting of the nature of the study variables in order to clarify the practical steps and how to address the current reality and look to the future with a strategic perspective through which the hospitality organizations can formulate policies to adapt to the global environmental changes, The present study used the questionnaire as a main tool for collecting information and data, in an effort to test six key hypotheses with sub-hypotheses arising from them and related to correlation and impact relationships and using the statistical program SPSS-V22 ) To reach the results.

The study concluded with a set of theoretical and practical conclusions that identified the response of the mental image and its importance in stabilizing the basic impressions of the tourist and stakeholders, and the reflection of those impressions in achieving strategic success.

The main recommendations included the emphasis on simulating the tourist's mental image through programs To provide tourist service, in line with the importance of achieving tourist satisfaction, as well as intensifying the efforts of the Department to work on the analysis and study the formation of mental image, through the dimensions (cognitive and behavioral), in the embodiment of the impressions of the distinctive tourist service.