THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
114
https://www.theamericanjournals.com/index.php/tajssei
PUBLISHED DATE: - 17-06-2024
DOI: -
https://doi.org/10.37547/tajssei/Volume06Issue06-19
PAGE NO.: - 114-127
THE IMPACT OF DIGITIZATION ON TOURISM
SERVICES MARKETING STRATEGIES (A
FIELD STUDY ON TOURISM COMPANIES IN
NAJAF GOVERNORATE)
Najihah Mohammed Taher
Lect.
,
Middle Euphrates Technical University - Najaf Technical Institute, Iraq
INTRODUCTION
With the rapid development of information and
communications technology, tourism institutions
face crucial challenges, especially in light of
globalization and global blocs. However, this also
presents a world of possibilities. The use of
digitization in various industries, including the
tourism industry, has opened up new avenues for
development and service improvement. It has
transformed social media into a virtual world, a
main point of contact and an indispensable
reference tool. Tourism services, provided by
companies, are now at the forefront of this digital
revolution, enhancing the level of their services.
(Zheng, 2023:11)
Digitization means using electronic media such as
the web, e-mail, and interactive television.
Therefore,
the
importance
of
social
communication has increased, as reliance is placed
on trained human cadres in this field, using
marketing strategies and existing tourism service
RESEARCH ARTICLE
Open Access
Abstract
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
115
https://www.theamericanjournals.com/index.php/tajssei
offerings along with digital data about the
customer’s characteristics and behaviors, before
managing innovative and creative tourism
companies. The focus was on its customers
because they have a central role in the tourism
industry, as they are the ones who undertake
organizational tasks and assemble their travel
packages (Al-Sayed and Abdel-Rahim, 2021).
The effects of digitization on the tourism sector are
not just about simplifying processes or improving
user experience. They are transformative.
Digitization has the power to create new business
models, enhance global integration, and foster
interaction between competitors in the tourism
market. This is not just a technological shift, but a
paradigm shift in the way we think about and
operate in the tourism industry.(CHORNA,
2023:136)
The research problem emerged with the following
question: How does digitization impact tourism
services' marketing strategies?
Tourism companies in Najaf Governorate need to
improve their use of digitization when providing
their tourism services through their marketing
strategies. Therefore, the importance of the
research was embodied in tourism companies
adopting digitization through various technical
means. One of the most important goals of the
study is the necessity of relying on digitization to
provide tourism services. For the clients of the
researched companies, the research topics were
covered: the first topic, digitization, and the second
topic, strategies for marketing tourism services, as
well as the most important conclusions and the
most critical recommendations.
Chapter One
Digitization
First, Definition and importance: We have entered
an era that requires attention to effective digital
devices, as they are the basis for the success of
tourism institutions within tourism activity.
Digitization first appeared in information
technology, which helped to understand customer
preferences and needs. Information constitutes an
integral part of the strategies of tourism and travel
companies when providing their various tourism
services to their current and prospective
customers.
1- Definition of digitization: Digitization is the
process of converting (text, image, and sound) into
an encrypted form that can be read by a computer
and has already been released on different media.
Therefore, it is considered a complex process that
includes several processes that depend on each
other. (Thomas & Other, 2019)
Digitization is also defined as every process
through which information is transformed from its
traditional form into a digital form, whether it is
images, text data, audio files, or other forms
(Hisham, 2022, p. 11).
Therefore, digitization can be defined as all the
procedural processes that ensure the processing of
information and its transformation into digital
forms, enabling various people to benefit from its
outputs by using the scientific Internet and
computers and employing the electronic platforms
designated for them.
2- The importance of digitization: The importance
of digitization is highlighted in defining databases,
user behaviors, customer preferences, and other
things that help the parties in the relationship by
facilitating their work with speed and high
accuracy. There is a close relationship between
digitization and the tourism industry. It is
represented by the significant increase in booking
applications on websites and travel vloggers.
Thanks to digitization, tourism companies have
gained the ability to ensure the rational use of
natural resources through virtual reality or
augmented reality applications. Thus, tourists can
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
116
https://www.theamericanjournals.com/index.php/tajssei
be directed to places that are less known but no
less interesting to tourists. (2023:137(CHORNA,).
3- Advantages of digitization: The rapid technical
change and successive developments in the field of
computers have led to a revolution in the internal
operations of tourism institutions through good
exploitation of the database to serve their
customers better to be more efficient in making the
right decisions to achieve the goals of those
institutions to survive and grow. In the tourism
market (Abdul Rahman, 2023, p. 408)
The advantages and tools of digitalization are
various, and in particular, those digital
technologies that facilitate communications and
bring people, institutions, and resources together
to facilitate essential interactions between tourism
companies and their customers. They also enhance
the efficiency of management and contribute to
improving marketing strategies (Boiko, 2022: 25).
4- Dimensions of digitization: The main
dimensions were relied upon:
A-
The technical dimension: Information
technology is essential in modern business
institutions, including tourism companies of all
types and sizes. Digitization represents more than
just information and communications technology,
mainly traditional digitally enabled technology,
such
as
platforms
for
accommodation,
transportation, and online financing services
(Anderton &Others, 2021). Tourism institutions
use various information technology means such as
hardware and equipment, software, applications,
communications, and human resources (Abdel
Nabi, 2021, p. 11). However, the challenge facing
those involved in tourism activity is how to use
information technology as a strategic tool to
confront the significant challenges and rapid
progress characterized by technological change in
an intensely competitive environment to ensure
the success of these institutions (Al-Shibli, 2018).
Therefore, digitization applications have greatly
influenced business management, especially
tourism institutions, and traveler decisions by
providing new ways to search for and evaluate
information, discover trips, and know the tourist
destination (Khalout, 2020, p. 80).
B-
B-
The
economic
dimension:
The
development of the economy in the modern world
is linked to the digitization of all its activities. The
difference between the digital economy and the
traditional economy. The most critical resource in
production is the exchange, consumption, and
distribution of information and methods of
managing it. Because information acquires the
status of the organization's main assets
(Natocheeva & others, 2020:2). The tourism sector
was not excluded, which is the most active in
applying digitization and its various technologies.
Dealing digitally represents saving money, effort,
and time at all levels. To save significant amounts
of money spent while working on digitization
(Sufyan & Djilali, 2020, p. 20).
C-
T - The human dimension: Computers offer
tremendous capabilities for preserving and storing
data and processing it with high accuracy and
analysis to enable tourism institutions to possess
an extensive knowledge base by linking
information to the personal experiences of
individual workers and managers. This would
improve the quality of strategic decision-making
by tourism companies regarding their services.
However, during the industrial revolution, the
main impact of technology on that industry
occurred, which was the formation of the tourism
and travel system today.
D-
Enter the Scientific Distribution System
(GDS), which this system created. The reservation
processes have been changed exclusively using
computers and relying primarily on artificial
intelligence (AI), virtual reality, and robots
(Shivekar, 2023: 245). Therefore, the company will
rely on the capabilities and skills of tourism service
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
117
https://www.theamericanjournals.com/index.php/tajssei
providers through their possession of information
and awareness of customers' needs by developing
their experiences. , and increasing their awareness
(Hannes & others, 2021: 5). Therefore, attracting
skills and competencies to apply digitalization is
linked to the extent of the organization's ability
and skill in selecting human competencies and the
existence of a plan to attract those competencies in
order to use digitalization correctly (Al-Azmi,
2022: 2).
Chapter Two
Tourism Services Marketing Strategies
First: Definition and importance of tourism
services marketing strategies:
Almost all business sectors in different countries
have realized the importance of transforming
marketing from traditional to digital marketing.
The goal is to increase the sales of institutions of
various types of production and service, giving
them better chances of survival and better ability
to compete. Better achievements can be achieved,
especially in tourism institutions, including
tourism and travel companies and agencies,
through successful marketing strategies that can
be applied and measured.
Strategy is considered the method that
competitors cannot withstand. (Al-Maadawi &
Abdel-Rahim, 2021).
So, strategy is defined as an action plan that
ensures movement from one place to another in a
specific direction. It oscillates between being
straightforward and very complex.
In light of this definition, marketing strategy is how
organizations seek to achieve long-term marketing
goals.
As for services, the interest that tourism services of
various types received was not the immediate
moment but instead the growing role and
importance of services in the lives of individuals,
business organizations, and the economy,
characterized by continuity and permanence.
(Sami, 2024: 4)
Services are defined as characteristics (intangible,
interconnectedness, heterogeneity, perishability,
and hospitality) (Ben et al., 2020, p. 18).
There are different types of tourist services,
including (transportation, accommodation, food
and drink), and special services for tourists such as
reception
services,
currency
exchange,
complementary and entertainment services, and
general social services.
The power of the marketing strategy increases by
establishing alliances between tourism companies,
resulting in many options that provide various
tourism services, which contribute to supporting
them in the tourism market (17: 2023, Dalal &
Musa).
Second: The importance of marketing strategies:
Their importance is highlighted in that they
strengthen cooperation and coordination between
the various activities of the tourism organization.
It enables it to evaluate its primary objectives,
helps it describe expected growth and predict its
future, and develops the skills of its managers. (10:
2023, Al-Mawla & Hammad). So, marketing
tourism services is a constant challenge that
requires a long-term strategic vision. Therefore,
companies and tourist destinations must be fully
aware of market developments and constantly
innovate to ensure their success and attractiveness
in the diverse and dynamic world of tourism
(Tavart et al., 2024, p. 3). For the marketing
strategy's success, senior management must make
the correct and rational decision regarding
digitization in its various activities. This research
will focus on three marketing strategies for
tourism services:
1- Lowest cost strategy: The introduction of digital
technologies is urgently necessary to improve the
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
118
https://www.theamericanjournals.com/index.php/tajssei
ability to apply them to tourism activities, trends,
applications, and solutions at low cost and high
efficiency (4: Vinh & Thi Ly, 2021).
Reducing costs to a level enables tourism
companies to sell their products at a lower price
than other companies, with a level of profit. (Al-
Sarn 104:2020). Companies deal with many
agencies. It can flourish due to choosing its agents
who provide logistics services. However, logistics
costs are between 10-15% of the costs (Kotler,
1999: 101).
2
—
Focus strategy: Currently, modern marketing
trends are based on meeting customers' needs and
trying to attract them, deal with them, and
maintain them for life. Focusing on the number of
customers is done by providing more excellent
value than tourism services so that tourism
institutions can obtain their satisfaction and
loyalty (Belkheir, 2020, p. 75).
3- Innovation culture strategy: A strong presence
in the tourism market is crucial to staying relevant
to the chain and keeping pace with the latest
innovations in information technology. Adopting
and applying information in the tourism industry
is seen as a source of innovation in tourism
companies. Tourism is one of the service industries
that most need to apply innovation and creativity
based on culture, representing the values and
beliefs that members of one society believe in.
Therefore, many products must be modified and
adapted to make them acceptable in many
cultures. (Nawara & Kulthum, 2022: 17). If the
tourism company has an individual who shows
interest in the organization's culture, it must
encourage him and continue to support him to
significantly succeed in achieving its digital goals.
Implementing information technology (Jiang &
Phoong, 2023, p. 4) and communications can
increase the Profitability of tourism enterprises
while also increasing organizational productivity.
The innovation strategy must be characterized by
high flexibility and the ability to change according
to the nature of the institutions’ work a
nd their
size. There are types of innovations, including:
These are related to technological industries and
contribute to bringing about major changes in
organizations (large and small), so employing
them entails great risks. (191: Al-Qazwini, 2020).
Chapter Three
Practical analysis
First: Demographic characteristics of the research
sample
It is clear from Table (1) that the characteristics of
the research sample in terms of gender, age,
educational level, profession, and years of service
in tourist facilities are as follows:
It was found that the number of males reached (68
responses), accounting for 56.7%, while the
number of females reached (52 responses only),
accounting for 43.3%.
Our research also revealed a diverse range of
responses based on age. The age group (18-30
years) was the most represented, with a rate of
52.5%, while the group under 18 years had the
lowest representation, with only 3 responses at a
rate of 2.5%. This variety of responses underscores
the comprehensive nature of our study and the
diverse perspectives it encompasses.
The answers to academic achievement varied
according to the educational category, with the
“baccalaureate” category recording 47 answers at
a rate of 39.2% and the higher degree holders
category recording only 15 answers at 12.5%.
The answers varied concerning the profession,
with the (student) category ranked first with (75
answers) at a rate of 62.5%, and the housewife and
retiree category ranked lowest with (only one
answer each) at a rate of (0.8%).
As for the number of years of experience in tourist
facilities, the percentages varied, as it was
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
119
https://www.theamericanjournals.com/index.php/tajssei
recorded as (70 answers), which is the first place,
with a percentage of (58.3%), while the category of
more than 15 years was the least with (2 answers),
with a percentage of (1.7%).
Table (1) Characteristics of the research sample
(Gender, age, educational level, profession, and
years of service in tourist facilities)
Properties
Repetition
Percentage
Gender
Males
68
56.7
Females
52
43.3
Age
under 18 years
old
3
2.5
18 - 30 years old
63
52.5
31 - 40 years old
26
21.7
41 - 51 years old
8
6.7
51 years and over
20
16.7
Academic
Achievement
Middle or middle
school
22
18.3
diploma
36
30.0
Bachelor's
47
39.2
Master's Degree
15
12.5
Occupation
employee
21
17.5
student
75
62.5
Winner
22
18.3
Housewife
1
0.8
retired
1
0.8
Number Of Years Of
Experience In Tourism
Facilities
Less than one
year
70
58.3
1 - 5 years
37
30.8
6 - 10 years
7
5.8
11 - 15 years
4
3.3
More than 15
years
2
1.7
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
120
https://www.theamericanjournals.com/index.php/tajssei
Second: Testing the normal distribution of the data
of the research tool (questionnaire)
The normal distribution was tested using the
Smirnov-Kolmogorov (Z) test to ensure that the
questionnaire data to prove the research
hypotheses followed a normal distribution.
The Z values showed non-significant values for
both variables of the questionnaire, a significant
finding that indicates a normal distribution of the
questionnaire data, confirming its suitability for
statistical analysis. See table (2).
Table 2: test results
Questionnaire variables
Value Z
Moral value
Digital transformation (digitization)
1.035
0.172
Tourism
services
marketing
strategies
1.121
0.181
Third: Assessing the validity and reliability of the
research tool (questionnaire)
The estimation of the honesty and reliability of the
respondents' answers to the questionnaire's
variables was meticulously conducted through the
analysis of Cronbach's alpha and split-half
coefficients.
The values of the reliability and validity
coefficients indicate the internal consistency of the
respondents' answers, as all values were higher
than 0.60, and the coefficient values ranged
between 0.781 and 0.889. These values are
considered reasonable and indicate the stability
and validity of the questionnaire items, which
means accepting the questionnaire statements and
adopting them in analyzing the study results. As
shown in Table (3).
Table (3) Estimates of validity and reliability in the respondents' answers to the questionnaire's
variables
Questionnaire variables
Cronbach's
Alpha
Values
Spearman-Brown
Coefficient
Guttman
Coefficient
Digital
transformation
(digitization)
0.802
0.788
0.786
Tourism services marketing
strategies
0.844
0.816
0.803
Total paragraphs
0.889
0.796
0.781
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
121
https://www.theamericanjournals.com/index.php/tajssei
Fourth: Building a standard for levels of agreement
Weighting degrees were given to the five-point
Likert scale options so that they could be treated
statistically, as follows:
I am I am afraid I have to disagree with one degree
Two degrees disagree
Neutral three degrees
Agreed, four degrees
Strongly agree; five degrees
After calculating the arithmetic averages for the
items (statements), a three-level criterion was
used to indicate the extent of the sample members'
agreement on the concept of the two variable
statements, as follows:
Table (4) Compatibility evaluation criterion
SMA
Standard
1
-
2.33
Low
2.34
-
3.66
Middle
3.67
-
5
High
Considering that the range is 5-1=4
The length of the category is 4/3 = 1.33
range/number of categories
The relative importance of the paragraphs was
calculated as follows:
Arithmetic mean/number of scale items x 100
Fifth: Descriptive analysis of data for the research
variables:
The questionnaire included two variables, each
variable containing 12 statements. The results of
Table (4) indicate:
a. The average of the sample members’ answers to
the total statements of this variable amounted to
4.03 and falls within a high level of agreement
according to the study standard. This confirms the
agreement of the sample members that digital
transformation contributes to the high marketing
of tourism services, and the standard deviation
reached a value of 0.45, which indicates
homogeneous agreement. In the respondents’
responses to the concepts of the paragraphs of this
variable, the relative importance was recorded at a
high value (80.63), documenting the importance of
digital transformation in increasing the marketing
of tourism services.
B. All paragraphs of the variable (except paragraph
10) obtained high arithmetic means and high
relative importance, and the level of agreement
was high in all of them, which indicates that the
majority of respondents agreed on the contents of
the paragraphs that indicate the agreement of the
sample members that digital transformation
contributes to the high marketing of tourism
services.
1- Digital transformation variable (digitization)
Table (4) Descriptive characteristics of the phrases for the digital transformation variable (digitization)
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
122
https://www.theamericanjournals.com/index.php/tajssei
Paragraph
I
Strongly
Disagree
Disa-
gree
Natural
Agree
Strongly
Agree
SMA
Stan
dard-
Dev-
Iation
Perce
ntage
Level
Of
Agree
-
ment
1
Repetition
0
10
14
63
33
3.99
0.855
79.80
High
%
0.0
8.3
11.7
52.5
27.5
2
Repetition
1
5
12
57
45
4.17
0.833
83.40
High
%
0.8
4.2
10.0
47.5
37.5
3
Repetition
0
5
17
51
47
4.17
0.823
83.40
High
%
0.0
4.2
14.2
42.5
39.2
4
Repetition
0
9
48
37
26
3.67
0.901
73.40
High
%
0.0
7.5
40.0
30.8
21.7
5
Repetition
0
8
33
52
27
3.82
0.860
76.40
High
%
0.0
6.7
27.5
43.3
22.5
6
Repetition
0
0
19
51
50
4.26
0.716
85.20
High
%
0.0
0.0
15.8
42.5
41.7
7
Repetition
0
8
20
53
39
4.03
0.874
80.60
High
%
0.0
6.7
16.7
44.2
32.5
8
Repetition
0
6
13
53
48
4.19
0.823
83.80
High
%
0.0
5.0
10.8
44.2
40.0
9
Repetition
0
0
23
57
40
4.14
0.714
82.80
High
%
0.0
0.0
19.2
47.5
33.3
10
Repetition
1
26
22
40
31
3.62
1.117
72.40
Middle
%
0.8
21.7
18.3
33.3
25.8
11
Repetition
0
1
30
49
40
4.07
0.786
81.40
High
%
0.0
0.8
25.0
40.8
33.3
12
Repetition
0
3
10
61
46
4.25
0.713
85.00
High
%
0.0
2.5
8.3
50.8
38.3
Total
4.03
0.45
80.63
High
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
123
https://www.theamericanjournals.com/index.php/tajssei
2- Variable tourism services marketing strategies
The results in Table (5) indicate the following:
a. The average of the sample members' responses
to the total statements of this variable amounted to
4.01 and falls within a high level of agreement
according to the study standard. This confirms the
sample members' agreement on marketing
strategies for tourism services, and the standard
deviation reached a value of 0.574, which indicates
homogeneous agreement in the respondents'
response to the concepts. In the paragraphs of this
variable, the relative importance was recorded at a
high value (80.20), which shows the agreement of
most respondents on the tourism services
provided by the company.
B. With the exception of paragraph 8, all
paragraphs of the variable obtained high
arithmetic means and high relative importance,
indicating a high level of agreement among the
majority of respondents. This unanimous
agreement on the contents of the paragraphs,
which point to an agreement among the sample
members on marketing strategies for tourism
services, underscores the effectiveness of these
strategies and their potential impact on the
company's role in tourism services.
Table (5) provides a comprehensive overview of
the descriptive characteristics of the phrases for
the tourism services marketing strategies variable.
This Table is a key component of our research, as it
presents the data that underpins our findings and
analysis.
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
124
https://www.theamericanjournals.com/index.php/tajssei
Paragraph
I
Strongly
Disagree
Disa-
gree
Natural
Agree
Stro-
ngly
Agree
SMA
Stan-
dard
Devi-
ation
Perc-
entage
Level
Of
Agree-
ment
1
Repetition
0
2
19
50
49
4.22
0.769
84.40
High
%
0
1.7
15.8
41.7
40.8
2
Repetition
0
2
23
60
35
4.07
0.742
81.40
High
%
0
1.7
19.2
50.0
29.2
3
Repetition
2
7
22
46
43
4.01
0.966
80.20
High
%
1.7
5.8
18.3
38.3
35.8
4
Repetition
3
11
26
48
32
3.79
1.020
75.80
High
%
2.5
9.2
21.7
40.0
26.7
5
Repetition
1
4
8
52
55
4.30
0.805
86.00
High
%
0.8
3.3
6.7
43.3
45.8
6
Repetition
0
7
29
50
34
3.93
0.871
78.60
High
%
0
5.8
24.2
41.7
28.3
7
Repetition
2
5
39
38
36
3.84
0.961
76.80
High
%
1.7
4.2
32.5
31.7
30.0
8
Repetition
6
41
19
25
29
3.25
1.292
65.00
Middle
%
5.0
34.2
15.8
20.8
24.2
9
Repetition
0
17
30
36
37
3.78
1.041
75.60
High
%
0
14.2
25.0
30.0
30.8
10
Repetition
0
2
7
60
51
4.33
0.665
86.60
High
%
0
1.7
5.8
50.0
42.5
11
Repetition
0
0
13
50
57
4.37
0.673
87.40
High
%
0
0
10.8
41.7
47.5
12
Repetition
3
5
7
54
51
4.21
0.916
84.20
High
%
2.5
4.2
5.8
45.0
42.5
Total
4.01
0.574
80.20
High
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
125
https://www.theamericanjournals.com/index.php/tajssei
Fifth: Testing the research hypothesis
In keeping with the aim of the research, which
indicates the impact of digitization on marketing
strategies for tourism services, to ensure the
validity of the hypothesis emanating from the
study’s literature, the study data was processed,
and the following are the results of the simple
regression analysis test: Table (6). The results of
the statistical study were as follows:
Table (6): A comprehensive overview of the
statistical outputs from the simple regression
analysis, providing a clear demonstration of the
correlation and impact of digital transformation in
marketing strategies for tourism services
Outputs
Statistical Values
Correlation Coefficient
0.661
Calculated T Value
9.562
Tabular T Value
2.358
(Degrees Of Freedom
118,
Α
=0.01)
0.437
The Coefficient Of
Determination
91.616
Calculated F Value
<0.01
Significance Level
6.85
Tabular F Value
0.854
The research findings on the theoretical aspect
underscore the significance of digitization in the
tourism industry:
1. Digitization is one of the most important modern
technologies that have contributed to keeping pace
with the technological development of tourism
activity.
2. Digitization has contributed significantly to
tourism services, helping tourism companies
achieve their goals of survival and growth.
3. Adopting digitization saves the traveler time,
effort, and cost.
4. Digitization enhances trust between institutions
and customers, increasing the importance of
information technology and virtual reality for
marketing tourism services.
The practical implications of the research findings
are as follows:
1-The calculated t value (9.562) has a positive
correlation and a high significance level, as it is
greater than the tabulated t value of (2.358), which
has a degree of freedom of 118 and a significance
level of 0.01.
2-There is a statistically significant effect at the
level of (0.01) for digital transformation in tourism
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
126
https://www.theamericanjournals.com/index.php/tajssei
services marketing strategies. The calculated F
values were (91.616), which is higher than the
tabulated F value (6.85), indicating that the
significance of the regression is proven.
3- The value of the coefficient of determination was
(0.437), meaning that digital transformation alone
explains 43.7% of the variation in tourism services
marketing strategies.
4- The degree of impact was (0.854), which means
that a one-unit increase in the value of digital
transformation leads to an increase in tourism
services marketing strategies by 0.854.
REFERENCES
1-
Al-Sayed, Al-Maadawi, and Abdel-Rahim,
Muhammad
Nasser,
(2021),
Tourism
Marketing Strategies/An Introduction to the
Competitiveness of Tourism Companies, Arab
Democratic Center for Strategic, Political and
Economic Studies, first edition, Germany -
Berlin. Page 159
2-
Al-Azmi. Fahd Zaid Ayesh (2022) The role of
digital transformation in improving the quality
of services provided to citizens "An applied
study, Scientific Journal of Financial and
Administrative Studies and Research - Volume
Thirteen - Issue Three - Page 1062
3-
3 - Al-Shibli, Bayan Ibrahim, (2018) The impact
of information technology capabilities on crisis
management 3. "A field study on the Jordanian
commercial banking sector," page 18
4-
Abdel Nabi, Lawin Safaa, (2021), The role of
information technology in marketing tourism
services.
5-
Dalal, Khawalfia, Zari, Moussa (2023) The role
of tourism marketing in achieving the
competitive advantage of the tourism agency -
a case study of Anwar Al-Sabah Agency in Bordj
Bou Arreridj).
6-
Nawara, Belmjahid & Kulthum, Bourihiya
(2022), The role of intelligent applications to
activate market segmentation.
7-
Hisham, Bin Dadi, (2022), The digitization of
the public service and the public facility's
adaptability principle.
8-
Al-Mawla, Hamed Abdullah Ahmed Fadl &
Hammad, Adam Yaqoub Abkar, (2023) The
mediating role of marketing creativity in the
relationship between marketing strategies and
sustainable competitive advantage: An applied
study on the Sudanese Gum Arabic Company,
Arab Journal of Humanities and Social
Sciences, Issue Seventeen, Part One.
9-
Abdel Rahman, Nariman Ben, The impact of the
COVID-19 health crisis on the digitization of
tourism
activity,
Economic
Additions
Magazine, Volume 07 / Issue 1.
10-
Khalout, Jihad (2020), The contribution of
information and communication technology to
marketing the tourism product, a study of a
sample of tourist agencies in eastern Algeria,
Mohamed Kheidar University - Biskra -
11-
Maysoon, Belkheir, Lectures on Strategic
Marketing.
12-
Kotler, Philip, (1999), Kotler Discusses
Marketing - How Markets Are Created,
Conquered, and Controlled, Publishing House,
1st ed.
13-
Tavart, Adel, Reda, Benbrinis, Nasima, Issawi,
(2024), Marketing Tourism Services.
14-
Reddy,T.Chandra Shaker,2018, Impact Of
Digitization On Marketing For The Room Sales
In Luxury Hotels, International Conference,
Science And Business ISNN 1488-2223,P.P.2
15-
Vinh, Luu The& Thi Ly, Nong(2021), APPLYING
DIGITAL
MARKETING
IN
TOURISM
DEVELOPMENT IN PHU THO PROVINCE,
Journal Of Management Information And
Decision Sciences, Volume 24, Special Issue 6.
THE USA JOURNALS
THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X)
VOLUME 06 ISSUE06
127
https://www.theamericanjournals.com/index.php/tajssei
16-
Zheng, Luman,(2023), Innovation In Tourism
Marketing Based On Social Media, ISSN 2616-
2199 Vol. 6 Num. 6,
17-
Natocheeva,
N.,
Shayakhmetova,
L.,
Bekkhozhaeva, A., Pshembayeva, D., (2020,)
DIGITAL TECHNOLOGIES AS A DRIVER FOR
THE DEVELOPMENT OF THE TOURISM
DUSTRY, E3S Web Of Conferences 159.
18-
Thomas, Elizabeth,(2019), A Study On
Digitalization Model Of Tourism Marketing,
IJRAR, Volume 6, Issue 1,P.P.107
19-
Iswanto, D , Nazwin, A., Suwandi S.,( 2024),
Influencers Intourism Digital Marketing: A
Comprehensive Literature Review, Vol. 19, No.
2, Pp. 740
20-
Boiko,M.,Bosovska,M.,Vedmid,N,Melnychenko,
S.,Stopchenko,Y.,(2022)Digitalization:Implem
entation In The Tourism Business Of Ukraine,
LLC
“Consulting
Publishing
Company
“Business Perspecti
ves, ISSN PRINT 1727-
7051
21-
Chorna, N., Nataliia K.,C Alla K., Natalia O.,
Kateryna, A.,(2023), The Role Of Digital
Technologies In The Transformation Of The
Tourism Business: Prospects For Development
And Impact On The Country's Economy, J O U R
N A L O F I N T E R D I S C I P L I N A R Y R E S E
A R C H, N.1
22-
Jiang, Chunyu& Phoong Wai, Seuk, (2023), A
Ten-Year Review Analysis Of The Impact Of
Digitization On Tourism Development,
Humanities
And
Social
Sciences
Communications,10:665
23-
Shivekar, Rohan, 2023, A Study Of Digital
Marketing Strategies In Tourism Management,
Rabindra Bharati Patrika Issn:0937-0037
24-
Anderton, Robert.& Cette, Gilbert (2021), -
Digitalisation:
Channels,
Impacts
And
Implications For Monetary Policy In The Euro
Area,No 266
25-
Hannes, T., Elina, S., Franziska,T., Natalie,
O.,(2021), Shaping Digitalization Among
German Tourism Service Providers: Processes
And Implications, Journal Of Tourism, Heritage
& Services Marketing, 7(2).
26-
Hardl, Ann (202) Developing Marketing
Strategies
Ortourism
Destinations
In
Peripheral Areas Of Europe: He Case Of
Bornholm,Bournemouth
University
In
Collaboration With Centre For Regional And
Tourism Research, Bornholm, Denmark.
27-
Chorna ,N., Nataliia K., Kiziun ,A., Onyshchuk,
N.,Antoniuk K.,(2023)The Role Of Digital
Technologies In The Transformation Of The
Tourism Business: Prospects For Development
And Impact On The Country's Economy, V1(1).
