Marketing communications and their impact on travel motives An exploratory study of the opinions of a sample of managers of tourism companies in the province of Baghdad

Abstract

Marketing communications are indispensable marketing activities in a world characterized by intense competition, as they play an important role in communication and dialogue with individuals and groups to persuade them to buy the company’s products or benefit from its services. To provide the tourist public with what they need from news and tourist information, as the research started with a main problem: does marketing communications have an impact on the motives for travel? Several sub-questions emerged from the main question, including (Is there a correlation between marketing communications and travel motives?), and the importance lies in the fact that the study is recent and was conducted on a number of tourism companies in Baghdad to increase knowledge and enhance their future capabilities. The goal was to see the nature of the companies’ work and the relationship between the two variables, and then adopting the descriptive inferential approach to analyze the sample answers about the paragraphs of the questionnaire, which included managers and employees of the researched companies. Relativity, correlation coefficient, simple linear regression, Mahalanobis test, multiple linear regression, F test, coefficient of determination, sequential regression) mediated by the statistical program (SPSS V.24), and the statistical program (AMOS V.24), and a set of The most notable of the conclusions was the significant presence of statistical significance for the marketing communications variable in the motives for travel), while the most important recommendations were to emphasize the importance and role of marketing communications for the surveyed companies in promoting its products through holding courses and seeking the assistance of specialists and experts in this field, whether from inside or outside the company, in order to achieve its objectives.