تأثير متطلبات القيادة التسويقية الرؤيوية على أساليب حجم الحصة السوقية السياحية

تأثير متطلبات القيادة التسويقية الرؤيوية على أساليب حجم الحصة السوقية السياحية

الباحثة.  أسماء قاسم نعمة المحمداوي

أ.م.د. لؤي لطيف بطرس الشكر                                                         

كلية العلوم السياحية / الجامعة المستنصرية

Abstract :  The study refers to testing the impact of the requirements of visionary marketing leadership on the methods of the size of the tourism market share, so that tourism companies keep pace with the changes surrounding them to employ them to serve their guests. negative as much as possible, And a set of general questions were used to determine the level of importance of the study and special questions that express the problem of the study, the aim of which is to frame the intellectual philosophy of the variables used by the visionary marketing leaders in the tourism organizations, to determine the level of the variables and test the hypotheses, so many non-parametric statistical methods were used to analyze and process the data, information and included Arithmetic mean and standard deviation by relying on ready-made statistical programs, then adopting the questionnaire as a tool for measurement, relative importance, and simple and sequential linear regression coefficient, and distributed to a sample of (85) respondents from administrative leaders and those at the rank of (manager and authorized director) in tourism companies within the city of Baghdad, To show the importance of the study for the nature of the study variables for the application of theoretical concepts in the practical field. The study reached a set of conclusions, the most important of which were: 1- The results of internal consistency show that the dimension (requirements) has also achieved a high stability with the seven paragraphs of the questionnaire represented by paragraph fourteen, the same paragraph that formed strong consistency with visionary leadership, so credibility is linked to leadership ability. Marketing to deliver the message to the tourist audience in a way that matches the picture with reality, it indicates the validity of the existence of those paragraphs. The main recommendations were: The most prominent recommendations were:

1- The levels of moral importance of the complementary dimensions of the (requirements) of visionary marketing leadership vary, so that readiness gets) the smallest moral share, which raises an urgent need to alert visionary marketing leaders to reconsider their greater interests in this dimension, which is represented by continuous and continuous preparedness through Organizing and documenting priorities that are intended to be used in a timely and meticulous manner in preparation for decision-making in the light of an insight that leads to creativity in accomplishing business.