أثر عناصر
المزيج الترويجي
على اتجاهات السياح نحو السياحة
المحلية في ليبيا
The Role of Promotional Mix on Tourist perceptions Toward Local
Tourism In Libya
إعداد
أبو عجيلة حاجي أبو عجيلة حنيش
إشراف
د. محمد سليم الشورة
قدمت هذه الرسالة استكمالاً
لمتطلبات درجة الماجستير في إدارة الأعمال
جامعة الشرق الأوسط للدراسات
العليا
كلية الأعمال
آب 2009
Abstract
This study aims to identify the effect of promotional elements ware issued by the Libyan tourism companies on the tendencies of Libyan tourists toward internal tourism, and identifying the availability of information issued by these companies through the elements of promotional blend in educating the Libyan tourist about the fundamentals of internal tourism.
The study consists of five chapters. First chapter is about the problem, aims and determiners of the study. Second chapter includes the theoretical frame and previous studies. Third chapter deals with the study’s methodology concerning the approach used and describing the characteristics of the community and the study sample, as well as a description about the data collecting tool and the utilized statistical methods. Fourth chapter deals with the results of statistical analysis and testing the assumptions. Finally, the fifth chapter concentrates on the most important conclusions and recommendations of the study.
A random sample has been selected that represents all categories of the Libyan community by visiting public assemblies like markets, universities, banks and tourist places, where Libyan citizens have been randomly met with, and were asked to answer the questionnaire’s questions.
Only citizens who practiced internal tourism were allowed to participate in the study sample. 300 questionnaires have been distributed, 275 of which have be retrieved, and after examination, 18 of which have been abandoned due to their incompetence or analysis. Accordingly, the number of questionnaires that have been analyzed is 275, i.e. 86%.
The descriptive and analytical methods have been used. The descriptive used in revising the subject literature, like the relevant books and articles. The analytical by collecting data through a questionnaire designed for the study’s purposes which consisted of fifty three variables. The independent variables were about the impact of the elements of promotional blend on the dependent variable, which is the Libyan tendencies toward internal tourism. Repetitions and percentages have been used in order to describe the study sample, as well as the mathematical averages and standard deviations. Additionally, T-test, and Simple and Multiple Linear Regression Analysis have been used in order to test the study assumptions. The study reached a number of assumptions, most important are: there is an impact of statistical significance for the promotional blend in general on the tendencies of Libyan tourists toward internal tourism. It became clear that there is an impact for each element of the promotional blend, but the mathematical averages showed that there is a shortage in applying this blend, specially the information issued by the promotional blend, which became evident from the results that it needs a greater activation by activating its elements, consequently, succeeding in stimulating internal tourism.
Most important recommendations of the study are: Libyan tourist companies should stimulate the various promotional blend and activating the transaction with the different communication means. As well as, holding training courses for sales representatives in order to learn the new promotional methods, in addition to qualifying the managers of tourist companies to carry out the best role in stimulating tourism by encouraging them to make symposiums and lectures of Libyan citizens.
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