مجلة بحوث الإدارة والاقتصاد
Volume 6, Numéro 1, Pages 662-687
2024-03-15
The Effect Of Viral Marketing On Promoting Tourism Services Study Of A Sample Of Tourist Agencies In Algeria
Authors : Hassani Rekia . Haouioui Nichen .
Abstract
This study aims to identify the effect of viral marketing, which was measured based on the following dimensions: (viral electronic advertising, electronic publishing methods, financial incentives and free offers, influential opinion leaders) on promoting tourism services. The study consisted on the case of Algerian tourist agencies, adopting the questionnaire as a tool for collecting data from a sample of agencies managers in Algeria; the sample included 311 agencies, besides the collected samples, two agencies from the wilaya of Biskra had an additional interview. After analyzing the data using version 25 of SPSS, the results showed that there is a correlation between the independent variable (viral marketing) and the dependent variable (promotion of tourism services) amounting to 47.8%, and that viral marketing has a positive impact in all its dimensions combined (except for material incentives and influential opinion leaders) on the promotion of services. Tourism is estimated at about 22%.
Keywords
viral marketing, dimensions of viral marketing, promotion of tourist services, tourist agencies in Algeria
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