فاعلية ابعاد المزيج التسويقي الفندقي في ترقية خدمات القطاع السياحي بالجزائر - ولاية بومرداس نموذجا -

Abstract

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.