The tourism plays very important role in the economic activity of many countries of the world as several countries both developed and developing rely upon tourism to support its economy. The tourism contributes to the income and Gross National Product (GNP) positively, play an important role in achieving balance in the BOP and solve several economic problems through direct or indirect contribution in the economies of those countries.
The Kingdom of Saudi Arabia is distinguished with several diversified tourism resources which is called “tourism offer” and Al-Kharj governorate occupies a distinct position in the tourism map of the Kingdom.
There is no doubt that the promotion of tourism services plays an important role in introducing the tourist about the nature and importance of tourism product available in any region as the promotion is a means of communication process between the tourism product and consumer i.e. between the tourism purpose and tourist and it provides knowledge to the customers about tourism programs. Also, it creates an impact on their purchasing decision as the success of these programs lies in its ability to affect the target segments through different promotional activities which are considered as a source for information the consumer (tourist) wants to access to before taking purchasing decision. The promotion increases demand of tourism services as well as improve mental image/picture in the minds of tourists about the attractive tourism areas. This helps to increase the number of tourism trips on the one hand and increase their days of stay on the other hand (they spend more days in the attractive tourism areas). The role of tourism promotion is not limited to only providing information about the tourism offer but to continue being with the tourist so that he can benefit from the tourism product. Therefore, the tourism promotion is an continuous and organized process for the marketing of tourism product of attractive tourism area including goods and services which contribute to build a positive image of tourism areas both in domestic and foreign tourism markets and that is through providing the tourists (current and prospective) with information about the intended tourist area as well as face the competition in the local market and that is through giving the tourists unforgettable experience which change their attitudes. This to overcome the low demand of tourism for any region in line with the tangible and intangible elements which are being provided by tourism industry and which requires appropriate mix of its marketing with the aim to satisfy the needs and desire of current tourists and turn the prospective tourists to plan their tours and that is using appropriate and harmonious promotional mix that includes different elements of promotional mix which achieve the desired goals of attractive tourism region/area.
Undoubtedly, there are several obstacles facing those who are carrying out the activity of promotion of tourism product in Al-Kharj governorate as the tourism facilities in Al-Kharj are not aware of importance of tourism sector and importance of activating the role of elements of promotional mix to achieve the customer satisfaction. The aspects of research problem gets cleared when we know that Al-Kharj is one of the governorates which support the Saudi economy with all its agricultural, industrial, commercial and human elements but the tourism resources were not best used as its role was not activated to get diversification in Saudi National Economy which depends on Oil as the main resource of national income and which constitutes 90% of Kingdom’s total exports. This phenomenon as well as fluctuations in oil prices which recently hit the oil market has created an urgent need to search for alternative resources to achieve diversification particularly in tourism. These changes which are happening at national level require the mechanisms and methods of activating the tourism activities in line with national directions towards activating the role of tourism sector at the national level including Al-Kharj governorate. There are government’s directions aimed to activate the role of tourism sector in the national economy generally but the promotional efforts did not keep pace with the directions. Here, the aspects of problem emerged in searching main obstacles which stand in the way of promotion activity for tourism production in Al-Kharj.
محتويات مواقع أعضاء هيئة التدريس بما فيها من نصوص وملفات وصور وأبحاث وأية مواد أخرى هي مسئولية عضو هيئة التدريس بالكامل بصفته صاحب الموقع وبما له من صلاحية مطلقة في الإضافة والحذف، وتخلي الجامعة مسئوليتها عن محتويات تلك المواقع.
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