مجلة اقتصاد المال و الأعمال
Volume 8, Numéro 4, Pages 84-98
2024-12-31
Impact Of Electronic Tourism Promotion On Marketing Performance In Tourism Agencies - A Sample Study Of Tourism Agencies In Algeria
Authors : Chaieb Moufida . May Ali .
Abstract
This study sought to evaluate the influence of electronic tourism promotion on the marketing performance of travel agencies by analyzing various components of electronic promotion, including "electronic tourism advertising, electronic public relations, electronic sales promotion, and electronic direct marketing," and their impact on key marketing performance measures: "profitability, market share, and customer satisfaction." A descriptive research approach was used, involving a sample of 43 travel agencies in Algeria. The results revealed several important insights, such as the fact that most of the agencies have a website, actively use social media and mobile phones for promotion, and employ dedicated staff for online promotional activities. The majority of agencies have been utilizing electronic promotion for more than three years. Additionally, The study revealed a statistically significant impact of electronic advertising, public relations, sales promotion, and direct marketing on the marketing performance of these tourism agencies.
Keywords
Electronic Tourism Promotion ; Marketing Performance ; Travel Agencies.
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