فاعلية ابعاد المزيج التسويقي الفندقي في ترقية خدمات القطاع السياحي بالجزائر - ولاية بومرداس نموذجا -
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Résumé
The study aimed to assess the effectiveness of the hotel marketing mix in
promoting tourism services in Algeria, focusing on the case of Boumerdes
province. This was achieved by examining the impact of each element of
the hotel marketing mix on boosting sales in the tourism sector. To address
the research problem, the study first explored the theoretical framework,
including service marketing, elements of the service and hotel marketing
mix, and elements of promoting tourism services. After analyzing the
theoretical dimensions of the study, the research was applied to the
practical context through an analytical study of the tourism sector in
Algeria and Boumerdes province. Additionally, the study assessed the
status of hotel services and analyzed their strengths and weaknesses.
To enhance the theoretical framework, a questionnaire was distributed to
the study population, which consisted of customers of several hotels in
Boumerdes province (Bouzegza Hotel, Medina Hotel, and Amine Hotel).
The researcher employed random sampling due to the large size of the
study population, distributing 250 questionnaires to hotel customers. The
student used IBM SPSS Statistics version 21.0 for data entry and analysis.
The study concluded that the positive impact of the elements of the hotel
marketing mix, relied upon by Algerian hotel establishments, is indeed
positive and meets the needs and desires of Algerian customers, albeit to
varying degrees. These establishments excel in designing an integrated and
effective hotel marketing mix by offering a service mix that allows them to
discover and fulfill various consumer desires. They also employ pricing
strategies that provide perceived value to consumers and offer services at
the right time and place through distribution strategies. Furthermore, these
establishments promote their services through integrated promotional mix
elements. What sets them apart is their substantial reliance on innovative
elements of the hotel marketing mix (service delivery process, physical
evidence, and services cape) to achieve what is known as the quality of
hotel service marketing.
The study also found a statistically significant relationship between the
elements of the hotel marketing mix and the promotion of tourism service
sales. It identified statistically significant differences in the responses of
the study sample regarding the impact of the hotel marketing mix elements
on the dimensions of tourism service promotion, attributed to modifying
variables (gender, education level, age, income).
Keywords: Tourism, hotel marketing, tourism promotion.