THE IMAGE OF DESTINATION AS A MARKETING TOOL AND IMPACT ON THE QUALITY OF TOURISM SERVICES AN EXPLORATORY STUDY OF OPINIONS OF A SAMPLE OF TOURISTS IN RESORT OF LOWER DOKAN DAM
Keywords:
destination image, as a marketing tool, quality of tourism servicesAbstract
The study aims to demonstrate , importance image of destination(IOD) as a marketing tool independent variable that includes , its impact on quality of tourism services(IOQT) includes five dimensions represented by (reliability, responsiveness, guarantee, sympathy, tangibility) as variable accredited , standing on importance of (IOD) as a marketing tool in tourism and hospitality sector in iraq, diagnosed problem of study in weakness of cognitive , field perception , lack of information , marketing methods that are related at (IOD), the study adopted descriptive, analytical, exploratory approach used questionnaire as a main tool in collecting information, data collected data through a sample of (282) guests , visitors of the Dolan dam tourist resort were selected randomly, and a number of statistical measures and methods were used to process data. Tourist services
References
Ahmed, Mohsen Lotfi,(2004)the perceived mental image of bureaucratic behavior, Research published at Ain Shams University, Cairo.
Alhemoud, AM, & Armstrong, E. (1996), Image of tourism attractions in Kuwait, Journal of Travel Research, 34 (4), 76-80.
Al-Maqati, Safran,(2008),Factors affecting the formation of the mental image of Saudi institutions based on Hajj.studyPublished, Umm Al-Qura University Journal of Educational SciencesSocial and humanitarianTwenty volume, No(1).
Alobaidi, Muthanna (2019). An inspection of hotel services' perceived value dimensions at five stars' hotels of Iraq. University of Mustansiriyah-college of touristic science. Baghdad, 2899-2921.
Di Marino, E (2008), The strategic dimension of destination image: the French Riviera image from the Italian tourists'perceptions, University degli studi di Napoli Federico.
Farmaki, A. (2012). A comparison of the projected and perceived image of Cyprus. Tourismos, 7(2).
forwardFakih El-Sayed, Determinants of the Quality of Health Services and Their Impact on Customer Satisfaction in University and Private Hospitals in Dakahlia Governorate, Mansoura University, Faculty of Commerce, The Egyptian Journal of Commercial Studies, Volume 27, Issue(4), 2003.
Hankinson, G. (2004). The brand images of tourism destinations: a study of the saliency of organic images. Journal of Product & Brand Management, 13(1): 6-14.https://doi.org/10.1108/10610420410523803
Kiryluk, H., Glinska, E. (2015). Creation and evaluation of the tourist image of a country - the example of Poland. Procedia-Social and Behavioral Sciences, 213: 671-676.
Kotler, P., Hader, DH, & Rein, l. (1993), Marketing places: Attracting investment, industry, and tourism to cities, states and nations, New York: Free Press, (p.8-140)
Levitt, T. (1986), The marketing imagination: New, expanded edition, New York: Free press, p:1-140.
Palmer, A., (2005), Principles of Service Marketing, McGraw-Hall Publication, 4th Edition, London, p.64.
Parasuraman, PA, Zeitham LVA Berry LL, A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, Vol.49:1985.
Ruan, WQ, Li, YQ, Liu, CHS (2017). Measuring tourism risk impacts on destination image. Sustainability, 9(9): 1501.https://doi.org/10.3390/su9091501
Stabler, MJ (1988), The image of destination regions: Theoretical and empirical aspects ,In B, Goodall & G. Ashworth (Eds), Marketing in the tourism industry: The promotion of destination regions, (pp.133-161 ), New York: Cromm Helm.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
