The Role of Tourist Marketing Mix in Enhancing the Mental Image of the Organization to the Customer - A Survey Study on the Employees of Travel and Tourism Firms in Babylon Province

Abstract

The aim of this research is to investigate the impact and relationship of the tourist marketing mix
represented by (tourist product, tourist pricing, tourist promotion, tourist distribution, people, physical
evidence, service delivery process) with the mental image represented by (cognitive dimension, affective
dimension, behavioral dimension) by the survey of the employees in the travel and tourism firms in the
province of Babylon, it was distributed of (48) questionnaire on a sample intended from employees in
there firms and were fully respond. The appropriate statistical methods (frequencies, arithmetic mean,
simple regression, correlation coefficient) were used to analyze the obtained data. The research concluded
that there is a relationship of impact and statistical significance between the tourist marketing mix and the
mental image where the interpretation factor (R2) (0.975), and the research came out with
recommendations was the most important emphasis on quality in providing the tourist product of service
and focus on tourist pricing of the dimensions. The tourist marketing mix was the highest level of
importance in the answers of the workers, as well as the need to expand throughout the country and not
only within the province of Babylon, the results showed the absence of branches of firms outside the
province, in addition to activating the policy of listening to the views of customers that enhance the
mental image.