Year: 2024

The Role of Tourism Promotion in Improving the Quality of Hotel Services in the Holy City of Karbala Nisreen Hamid Muzal Supervisor: Asst. Lect. Mayyasa Nazem Al-Mousawi The world is witnessing significant developments in the field of services, which have become of great importance in the economies of countries, as economic growth has been linked to the effectiveness and diversity of the services provided. The developments that have occurred in the concept of tourism promotion have highlighted the role played by the services sector in all fields. The tourism sector is among the service sectors that have recently become important. Today, tourism is no longer just a recreational activity limited to eating, drinking and walking, but has become an export industry in itself, and its importance has increased due to its close connection to other areas of life, social, cultural, economic and even environmental, and the role it plays in infrastructure. Tourism today occupies a distinguished position that competes with the oil and industrial sectors, in terms of its contribution to the gross national product in many countries, as some countries depend on it almost entirely, and with the development of the modern marketing concept, especially in developed countries, and countries that enjoy tourist attractions and the emergence of the concept of tourism promotion and increasing interest, this sector has become one of the sectors that is witnessing increasing growth, as it is a means of transferring civilizations, in addition to the role it plays in improving the level of economic performance, contributing to bringing in hard currency, and improving the balance of payments. Tourism promotion has become a necessity dictated by the competitive nature of the markets in which tourism establishments operate, as fierce competition has prompted tourism establishments to seriously consider how to meet the challenges imposed by this competition. The dynamics of needs and desires for tourism services have also helped crystallize modern trends in tourism establishments, which has contributed to strengthening the promotional concept in performing and providing tourism services. The modern concept of promotion has emerged, which is based on the consumer and takes satisfying his needs and desires as a fundamental axis around which all promotional efforts and activities revolve. Promotional activity was not limited to typical goods and services, but extended to the tourism industry as it represents a source of income in modern societies. Today, quality is an indispensable competitive weapon, especially when it comes to the services sector. Therefore, researchers and professionals have paid attention to the issue of quality in the services industry, especially in the hotel industry, due to its role in hotel establishments owning and acquiring a sustainable competitive advantage.

Mohammed Ridha

The Role of Tourism Promotion in Improving the Quality of Hotel Services in the Holy City of Karbala Nisreen Hamid Muzal Supervisor: Asst. Lect. Mayyasa Nazem Al-Mousawi The world is witnessing significant developments in the field of services, which have More