THE ROLE OF THE TOURISM MARKETING MIX IN ACHIEVING TOURIST’S SATISFACTION -A FIELD STUDY ON A SAMPLE OF BEL GHEZAL TOURISM AND TRAVEL AGENCY CLIENTS IN LAGHOUAT CITY (ALGERIA)-
Tourism activity contributes significantly to raising development rates at all levels, having received great interest in various countries of the world, particularly in developing countries, due to the high returns it achieves. We also note that many tourism organizations have become keen to plan their marketing activities very carefully to gain the satisfaction of their customers and outperform their competitors in the same field. The trend towards improving the quality of tourism services has become a major concern for many countries in order to achieve domestic economic growth. Tourism organizations have ensured that success and excellence will only be embodied by effective and efficient planning of the elements of the tourism marketing mix that is commensurate with the diverse and ever-renewed needs and desires of customers (tourists), which will ensure that they achieve the satisfaction of existing customers and gain new customers. Therefore, this study aims to learn about the role of the elements of the tourism marketing mix in achieving customer satisfaction, and how this is embodied in the Bel Ghezal Tourism and Travel Agency in Laghouat city (Algeria). These variables have been selected due to the critical importance of the tourism marketing mix in any tourism organization. The results of the study showed a statistically significant role for the elements of the tourism marketing mix of The Bel Ghezal Tourism and Travel Agency in achieving customer satisfaction at the 5% level of significance, and the factor that has the biggest role is the "Tourism Product".
Keywords: Tourism Marketing Mix, Customer Satisfaction, Bel Ghezal Tourism and Travel Agency.