أثر أبعاد استراتيجيات المزيج التسويقي الفندقي على الصورةالمدركة للسائح - دراسة حالة فنادق خمس نجوم في الجزائر
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Résumé
This study aims to highlight “the impact of the dimensions of hotel marketing
mix strategies” on “the perceived image of the tourist”, in order to know the
impact of the dimensions of hotel marketing mix strategies through: Hotel
service, hotel pricing, hotel distribution, hotel promotion, operations in the
hotel, physical or material evidence of the hotel and the (individual) employees
of the hotel on the perceived image of the tourist who wishes to purchase a hotel
service in a marketing environment competitive.
To achieve the objectives of the study and collect the necessary data, a
questionnaire was designed with a sample of 503 individuals, these tourists
having the habit of frequenting the selected hotels, which are five-star hotels,
among which eight luxury hotels (ROYAL, BEY ORAN, MERIDIEN,
MIRADOR ,ELAURASSI , RODINA, MARRIOTT, SOFITEL) in order to
identify their opinions on the dimensions of the hotel marketing mix and their
impact on the dimensions of the perceived image of the tourist, we have used
the program (SPSS.29.0 .10) to analyze the data, the reliability of the scale used
in the sample was therefore: 0.78.
The study revealed that there is a strong relationship between the dimensions of
the hotel marketing mix and the dimensions of the perceived image of the
tourist. There are also statistically significant differences at a significance level
of 0.05≥α between responses to the sample items.
key words : Five star hotels, hospitality industry, hotel marketing mix, guest,