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27108627/ E-ISSN 79881112 ISSN

Towards Direct Marketing Practices for Building the Perceived Image of

Ghardaia Tourist Destination: an Integrative Marketing Approach

chenini.abderrahim@univ-ghardaia.dz

oulahaimouda.abdelatif@univ-ghardaia.dz

univ-ghardaia.dz ahmed.almaoui@

Abstract:

The study is looking for enriching the theoretical background of the practices of tourist

destinations for direct marketing and its importance in the behavior of tourists, and in

the added value of integrated direct marketing as well, from many sides; such as

interactivity, response rate. Moreover, the study illustrates the relationship and

influence between the integrated direct marketing and the destination perceived image,

that from the viewpoint of Ghardaia tourists destination. The questionnaire was

distributed to a sample of 397 tourists. Hence, the study found that there is a strong

relationship correlation between the two variables, also there are effective integrated

direct marketing to the tourists' mental image, from three dimensions (cognitive,

emotional and behavioral); this leads them to repeat visiting Ghardaia destination and

recommending their friends too.

*

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Keywords: Integrated direct marketing, Perceived image, tourist destination; Ghardaia.

(Microsoft)(C&W)

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:

(Michon et autres, 2003: p338)

(Kotler et all, 2004: p602)

(Marc-Lionel, 2002: p09)

(DBM)

(Shimp, 2013: p28)

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(Belch & Belch, 2003: p463)

(Shimp, 2013: p404)

(Belch & Belch

2003: p463

(Craft)

(Belch & Belch, 2003: p463)

(B2B)

(Michelle, 2017)

(Pierre & Pierre,

1995: p97)

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( 2018 :148)

(Belch & Belch, 2003: p20)

(Shimp,2013: p406)2005

138

24/24

(Pickton & Amanda, 2005: p628)

- :

-

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(Online)

200040

90: ص2005

(Shimp, 2013: p411)

)2001 (Lovelock,

(Lewi, 1999: p97):

(Synder & Amstar, p28) :

-

(Pike & Ryan, 2004)

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- :

2008 :21(Richardson, 2003)،(Hector, 2008: p264)

-

(Gartner, 2008: p193).

(face to face)

α =794 .0

0.60

0.70(Hair, 1995: p274 & Pallant, 2001)

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63 لصفحة رقم:ا 2021السنة : 01العدد : 21المجلد : مجلة دراسات اقتصادية

v20.SPSS

(2)

3.69

1.15 3.661.16و

64 لصفحة رقم:ا 2021السنة : 01العدد : 21المجلد : مجلة دراسات اقتصادية

0H

(Pearson)

3

Pearson

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** 0.01

SPSS v20)

α≥

0H

2.5 .1.

SPSS v20.)

SPSS v20.)

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2.5 .2.

(ANOVA)

5Sig=0.000

%5(Sig ≤ 0.05)

F%5

6

SSdfMSF

Sig

(SPSS v20).

T

T

BBETA

(SPSS v20)

67 لصفحة رقم:ا 2021السنة : 01العدد : 21المجلد : مجلة دراسات اقتصادية

=16.822+0.533

68 لصفحة رقم:ا 2021السنة : 01العدد : 21المجلد : مجلة دراسات اقتصادية

3.52

(R=0.682)

0.533

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