Using the guerrilla strategy "Gorilla Marketing" to promote tourism in Palestine. Tourism and travel companies in the Gaza Strip ...A case study استخدام استراتيجية حرب العصابات "تسويق الغوريلا" للترويج للسياحة في فلسطين شركات السياحة والسفر في قطاع غزة دراسة حالة

حماد, عبد القادر ابراهيم and حماد, أحمد ابراهيم and القيسي, نسرين حسن (2021) Using the guerrilla strategy "Gorilla Marketing" to promote tourism in Palestine. Tourism and travel companies in the Gaza Strip ...A case study استخدام استراتيجية حرب العصابات "تسويق الغوريلا" للترويج للسياحة في فلسطين شركات السياحة والسفر في قطاع غزة دراسة حالة. Al-Aqsa University Journal (Humanities Series), 25 (1). pp. 226-256. ISSN 2070 - 3147 (Print), ISSN 2518-5810 (Online)

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Abstract

"Guerrilla Marketing" strategy is one of the marketing methods that can be used in any business, usually used by small companies that want to reach a larger audience, and large companies can also use them in their campaigns to compete with other media campaigns directed by individuals. The study aimed to identify the most important marketing methods used by tourism and travel companies in Palestine to promote tourism in the Gaza Strip. The study population represented by tourism companies in the Gaza Strip. A comprehensive survey was used, as the questionnaire was distributed to all 44 members of the study population and 37 valid questionnaires were obtained for analysis 84.1% of the population size. This study belongs to descriptive and analytical studies that aim to describe and analyze of the phenomenon. The study results, the most important of which are: the sample knowledge of Guerrilla Strategy reached 40%. The paragraph also ranked: "I think the guerrilla strategy is of great importance for the promotion of tourism in Palestine, ranked the fourth with 40.5%. The study recommendations also included urging the owners of travel and tourism offices and companies to diversify the methods used in tourism marketing in line with developments accelerated technology, knowledge and working to exploit the trained energies and cadres in tourism marketing in innovative and new ways. KeyWords: Gorilla Marketing, Viral Marketing, Ambient Marketing, Ambush Marketing, Guerilla Sensation, Travel and tourism companies

Item Type: Article
Subjects: H Social Sciences > HB Economics
Depositing User: أ. دارين علي أحمد حمد
Date Deposited: 12 Sep 2021 06:51
Last Modified: 31 Oct 2021 10:45
URI: http://scholar.alaqsa.edu.ps/id/eprint/6668

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