دور التسويق عبر شبكات التواصل الاجتماعي في تعزيز الصورة الذهنية لوكالة مديحة للسياحة والسفر

Abstract

This study aims to measure the impact of social media tourism marketing on enhancing the corporate image of travel agencies, using the case study of Madiha Travel Agency in Mila. The research adopted a descriptive-analytical method in the theoretical part and a quantitative approach in the empirical part by distributing a questionnaire to a sample of the agency's clients and analyzing the data using SPSS software.The study found a statistically significant positive relationship between the use of social media and the agency’s corporate image. Both awareness of social media characteristics and the level of interaction with the content contributed significantly to forming a positive mental image of the agency among customers. The study recommends adopting a comprehensive digital marketing strategy within tourism agencies and enhancing interaction and content quality on their social media platforms.