اثر التسويق الفيروسي في ترقية الخدمات السياحية دراسة عينة من الوكالات السياحية بالجزائر

Abstract

This study aimed to identify the impact of viral marketing which was measured based on the following dimensionsm:(viral electronic advertising, electronic means of publishing, material incentives and free offers, influential opinion leaders) on the promotion of tourism services. The applied study consisted of studying the case of Algerian tourist agencies, we adopteda questionnaire as a tool for collecting data,the questionnaire was distributed to themanagers of tourist agencies in Algeria, which included 311 tourist agencies, we also adoptedan interview with the managers of two tourist agencies in the state of Biskra, and after analyzing the data using version 25 of Statistical Packages for Social Sciences "SPSS" program, the study results found that: - There is a correlation between the independent variable “viral marketing” and the dependent variable “promotion of tourism services”, estimated at 47.8%, which is an acceptable percentage,and the value of significance level was less than the significance level of 0.05; - Viral marketing has a direct (positive) effect with its various dimensions combined, except the material incentives, the influential opinion leaders on upgrade tourism services. The effect level is estimated at 22,8 %. As for the effect of the separate dimensions separately through simple linear regression, it was as follows: - The promotion of tourism services is positively affected by 14.2% of viral advertisements. In other words, 14.2% of the changes that occur in the promotion of tourism services are attributed to changes in viral advertisements. - The promotion of tourism services is positively affected by 6.9% of the means of electronic publishing. In other words, 6.9% of the changes that occur in the promotion of tourism services are attributed to changes in the means of electronic publishing. - Upgrading tourism services is positively affected by 5.1% of material incentives. In other words, 5.1% of the changes that occur in upgrading tourism services are attributed to changes in material incentives. - The promotion of tourism services is positively affected by 8.1% of the influential opinion leaders, in other words, 8.1% of the changes that occur in the promotion of tourism services are attributed to the changes that occur in the influential opinion leaders. The current study has been presented a set of recommendations aimed at strengthening the role of viral marketing promotion of tourism services, In addition to several suggestions addressed to scientific research in the field of tourism marketing.