Abstract
The study aims to search and identify barriers to the customer’s awareness of tourism services in hotels working in Al-Kharj city in the Kingdom of Saudi Arabia. A sample of hotel customers was taken, amounting to (500) customers to find out the quality of these services, as the quality of tourism services is an essential pillar of the competitiveness of the tourism facility in light of the market economy conditions. It is not possible to know if these services need improvement without specifying and identifying their quality levels and the customers' evaluation. The study reached a set of results; the most important of them is that there is no relationship between the customer’s awareness of the tourism service and the intangibility of the services or the types of advertising message. The study recommended a set of recommendations, the most important of which is to continuously improve and develop tourism services and train workers to provide these services on modern means in the field of tourism services and using modern tourism marketing methods.
Highlights
Tourism marketing is a field of modern marketing knowledge that has received great attention from writers and researchers, with being a case of service marketing, but writing in it is still important and many are unwilling to go into it due to the specialization and degree knowledge intersection between a group of scientific knowledge in marketing, cognitive and financial sciences, and behavioral sciences, which some believe that writing about tourism marketing is an attempt to inform about the vital role played by tourism marketing at the level of support and survival of the tourism sector in the Kingdom of Saudi Arabia
The supervising and organizing authorities of the tourism sector in the Kingdom of Saudi Arabia have realized the importance of tourism marketing, especially with the characteristics of tourism services that are almost unique to them and no other services, as a result of which emerged as a result of data and considering that studies and researches have proven that they govern the individual choice of the Tourism facility which shows other considerations as quality of service, and how to deal with the public and after-sales services as important criteria in customer choice of the hotel and its services, given the high standard Tourism services that are characterized by their content
Tourism marketing within tourism organizations is to carry out their activities well and ensure their growth and development by increasing their ability to bring in a greater number of business dealings, and to meet the needs and desires of customers, depending on the level of quality of the banking service provided to customers
Summary
Tourism marketing is a field of modern marketing knowledge that has received great attention from writers and researchers, with being a case of service marketing, but writing in it is still important and many are unwilling to go into it due to the specialization and degree knowledge intersection between a group of scientific knowledge in marketing, cognitive and financial sciences, and behavioral sciences, which some believe that writing about tourism marketing is an attempt to inform about the vital role played by tourism marketing at the level of support and survival of the tourism sector in the Kingdom of Saudi Arabia. The supervising and organizing authorities of the tourism sector in the Kingdom of Saudi Arabia have realized the importance of tourism marketing, especially with the characteristics of tourism services that are almost unique to them and no other services, as a result of which emerged as a result of data and considering that studies and researches have proven that they govern the individual choice of the Tourism facility which shows other considerations as quality of service, and how to deal with the public and after-sales services as important criteria in customer choice of the hotel and its services, given the high standard Tourism services that are characterized by their content It was necessary for the hotel management to search for other means and methods through which it can compete and obtain better results. This study focuses on identifying the determinants of the customer’s awareness of tourism services in Al-Kharj hotels in the Kingdom of Saudi Arabia and ways to improve their quality
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