The Role of Marketing Strategies in Achieving Tourism Marketing – "An Applied Study of the Opinions of a Sample of Workers in Some Tourism and Travel Companies in Najaf Governorate"

This study explores the impact of marketing strategies on tourism marketing, focusing on a sample of workers from tourism and travel companies in Najaf Governorate, Iraq. The research aims to reveal how pricing, marketing communications, and distribution channel management affect tourism marketing dimensions such as service, price, promotion, and distribution. The research adopted a descriptive approach, utilizing a questionnaire as the primary data collection tool. A total of 130 questionnaires were distributed, with 122 valid responses analyzed. Statistical tools like SPSS Ver. 26 and AMOS V. 24 were employed to test hypotheses and analyze relationships between variables. The results indicate a significant positive correlation between marketing strategies and tourism marketing. Specifically, enhancing marketing strategies significantly improves tourism marketing performance. Based on the findings, several recommendations were made, including urging companies to prioritize marketing activities by improving advertising management, developing innovative marketing strategies, and understanding market planning processes.