The Marketing Mix of Desert Tourism Applied in Islamic Economy

Abstract

Tourism is the concept of movement in order to change the place and the environment for knowledge and understanding and to improve the standard of life, while the marketing mix is the concept of the appropriate mixture for the exchange and transfer of goods and services between multiple parties. What was required in order to study the marketing mix was to identify the market and its environment and then study the limits of possible interactions between the elements as they are in the concept of the marketing mix when studying general marketing and marketing for services. The beginning will be the preoccupation with desert tourism, then engage in the exploitation of the resources of the desert as an environment that produces wealth and finally the development of desert tourism in whole, by pushing the desert to move from the waste land to an environment suitable for growth, and perhaps the most important area that can be adopted for this research is the Sahara region, which occupies an area of 9,200,00 km, Which is preparing to turn from sand dunes to an active market by transforming into an African transit area with the activity of cross-desert roads and linking with the Mediterranean Sea in a short crossing for goods towards Europe. After the completion of the 400-long trans-Saharan road, moreover Algeria will turn into the best destinations for travel and adventures, and the desert will be a field for trade, travel and investment in a marketing mix of the type of service mix, in the physical distribution of transportation, storage and handling It will be the start of an effective contribution to the second Silk Road that connects the continents. This is what prompted us to first pay attention to desert tourism in the Algerian desert in various regions Biskra state, Ghardaia state, Tamanrasset state, to be the nucleus for research in the exploitation of deserts, and for research to manage desert resources and then valuing them we were going to answer the question: What is the fate of developing desert tourism to turn the desert into an active environment instead of keeping the desert as it is? and search of the appropriate marketing mix for this.