THE IMPACT OF INNOVATIVE SERVICE MARKETING ON TOURIST BEHAVIOR (A FIELD STUDY IN A GROUP OF TOURIST HOTELS IN BAGHDAD)
Keywords:
Marketing, TouristAbstract
The importance of the study lies in its collection of two variables: innovative service marketing, which is the social and administrative processes and activities through which tourists obtain the service they need and desire through the process of exchanging these services and values between them, and the tourist’s behavior. Studying and understanding the tourist hotel is the main goal for its survival and growth. In the market, the problem of the study was formed by the presence of weakness in the hotel management regarding some concepts of the study variables and thus adopting them to create new services to influence the behavior and trends of tourists to attract them and increase their market share. To achieve the goal of the study, answering the questions, and testing the hypotheses, the researchers used the questionnaire as a tool and means of collecting data and information, which was distributed to a sample of (89) respondents, represented by (the hotel manager, department heads, divisional officials) for first-class and excellent hotels. The questionnaire was subjected to statistical tests. Through the study, the researchers reached several recommendations, the most important of which is attention to increasing the value of resources through optimal use. This is to implement its marketing programs, exploit opportunities, and avoid threats
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