The Effect of Marketing Strategies on the Tourism Development of Archaeological Sites

Authors

  • Mohanad Jameel Kadhim
  • Saadoon Hammoood Chitheer
  • Kadim Samukh Mohsin

DOI:

https://doi.org/10.47059/revistageintec.v11i4.2317

Abstract

The current study aims to test the impact of marketing strategies on tourism development, as well as to identify the nature of the practice and interest of the Antiquities and Heritage Authority and its affiliated sites, as the importance of the study stems from the limitations of previous studies that tried to identify and know the type of relationship between research variables (marketing strategies, tourism development) Add to this the researcher's attempt to address a realistic problem that mainly affects the tasks and work of the Antiquities and Heritage Authority at the near and far level, so the study adopted the intentional stratified sampling method, and distributed (100) questionnaires as a main tool for data collection, to (director, assistant director, head of department, responsible (Division, employee) at the headquarters of the Commission, and the number of recovered persons was (86), of which (79) were a questionnaire suitable for statistical analysis. Analytical, historical method, and statistical methods were used to analyze the practical aspect (weighted mean, standard deviation, coefficient of variation, relative importance, T-test, simple correlation coefficient Pearson, regression etc. The simple and multiple folding), and the descriptive and inferential statistical analysis has concluded the most prominent result, by employing the Antiquities and Heritage Authority for marketing strategies in tourism development, especially when it uses the market-oriented strategy, focusing on the main customers, and organizational efficiency in promoting the tourism development of the Authority.

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Published

2021-07-22

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Section

Articles