The Role Of Tourism Marketing For Small And Medium-Sized Tourism Enterprises In Stimulating Ecotourism

A field study in the countryside of Latakia Governorate

Abstract

The aim of this study was to identify the impact of tourism marketing practiced by small and medium tourism enterprises on the promotion of eco-tourism in the countryside of Latakia Governorate, by examining the effect of the marketing mix elements (service quality, service price, and service promotion) on boosting eco-tourism. The researcher relied on a deductive approach as a general research methodology, followed by a survey methodology, and conducted a field study by distributing a questionnaire to 237 individuals from the workforce of these enterprises. The study concluded that there is a statistically significant impact of the implemented tourism marketing in small and medium tourism enterprises on enhancing eco-tourism. Consequently, the tourism marketing applied in the studied small and medium tourism enterprises, which included (service quality, service price, service promotion), positively influences the activation of eco-tourism. The researcher recommended the necessity of adopting the concept of eco-tourism marketing by SMTE as a modern organizational culture in managing eco-tourism projects and programs, to meet the current and future desires of tourists and to contribute to the promotion of eco-tourism.