مجلة العلوم الاقتصادية والتسيير والعلوم التجارية
Volume 11, Numéro 2, Pages 592-608
2018-12-31

Marketing Innovation’s Reality In Tourism Agencies From Both Perspectives: Agency And Customers -- ‘‘elwafidine Tours Agency Case Study.



Authors : Chetraoui Amel . Elguerri Abderrahmane .

Abstract

This study attempted to investigate the reality of marketing innovation in the tourist agencies from both perspectives: agency and customers, focusing on ‘‘ELWAFIDINE TOURS’’ agency as a case study, by using qualitative and quantitative approaches, and depending on a deep interview and a questionnaire as study tools. 25 open and half closed questions were asked to the agency responsible of M’sila business unit, in the frame of deep interview embodiment, and 200 customers were targeted by a questionnaire of 30 different questions as a random study sample. Data collected from customers answers were analyzed and processed by the statistical program SPSS.V22. The study results indicated that the agency adopts innovation in its varied marketing mixture strategies, what is considered one of the main reasons of its competitive superiority.

Keywords

Keywords : Innovation, Marketing Innovation, Tourist Agencies, ‘‘ELWAFIDINE TOURS’’, Marketing Mixture Strategies.

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