مساهمة الاستراتيجية التسويقية للمخطط التوجيهي للتهيىة السياحية SDAT 2030 في ترقية السياحة في الجزاير

Abstract

This study aims to address the issue of the contribution of the marketing strategy of the SDAT 2030 tourism development master plan to the promotion of tourism in Algeria, as this plan aims to propose ways to promote a sustainable tourism industry that takes into account the new global trends in this activity, to make tourism an alternative economic source to the hydrocarbon sector. Five dimensions of the marketing strategy were adopted: strategic, market, promotional, technological and competitive, and studied through the five books of the SDAT 2030 tourism development master plan, and the extent of its contribution to the promotion of tourism in Algeria during the period extending from 2008-2022, and compared with what was actually achieved during the same period. The study concluded that the five dimensions mentioned above of the marketing strategy of the SDAT 2030 tourism development master plan did not contribute effectively to the promotion of tourism in Algeria, as evidenced by the fact that the tourism sector in Algeria, despite the potential and tourism components it possesses, still occupies very low ranks in the global tourism and travel competitiveness index, and all internal indicators confirm its weak performance. The study also concluded that there are obstacles to the implementation of the SDAT 2030 tourism development master plan, which requires the authorities to follow up and periodically evaluate its implementation and review the marketing strategy for this plan, which shows its lack of effectiveness and limited results.