Promotion strategies and their role in enhancing tourism excellence: An analytical study of the opinions of a sample of workers in tourism organizations in the administratively independent city of Zakho

Abstract

The research aims to know promotional strategies and their role in enhancing tourism excellence in a number of tourism organizations in the administratively independent city of Zakho, considering that promotional strategies can help tourism organizations make sound decisions based on experience, ability and knowledge to deal with various tourism events there. The research relied on promotion strategies as an independent variable across four dimensions, namely (advertising, personal selling, sales promotion, and public relations). The research focused on three dimensions to measure the dependent variable (tourism excellence), which are (quality of service, reputation of the organization, and appropriate price), The researcher used the descriptive analytical approach to reach the research objectives, relying on the questionnaire form as the main tool for collecting data from the field investigated. (60) questionnaires were distributed to the research sample represented by tourism organizations, and statistical methods were used represented by (frequencies, percentages, arithmetic mean, standard deviation, and relative importance), the results were analyzed and the hypotheses were tested, Accordingly, the research reached a set of conclusions, the most important of which is: the existence of a significant relationship between promotion strategies and tourism excellence. It was found that promotion strategies have a significant role and influence in promoting tourism excellence. The research recommended a set of proposals, including: the need for the researched tourism organizations to pay attention to promotion strategies for by enhancing the relative importance of those strategies and variables; Because this will contribute significantly to organizations crystallizing the dimensions of tourism excellence in the tourism organizations studied.