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Register a new userThe effect of public relations on improving the mental image of hotel guests affiliated with the Syrian Ministry of Tourism" "A field study in the Dama Rose and Sheraton hotels in Damascus
أثر العلاقات العامة في تحسين الصورة الذهنية لدى نزلاء الفنادق التابعة لوزارة السياحة السورية " دراسة ميدانية في فندقي الداما روز والشيراتون في مدينة دمشق "
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Added by
Damascus University مشروع تخرج
Publication date
2021
fields
Administration Science
and research's language is
العربية
Created by
محمد زاهر جمعه
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أعدت هذه الدراسة من اجل معرفة دور العلاقات العامة في التأثير على الصورة الذهنية ادى نزلاء الفنادق التابعة لوزارة السياحة السورية في مدينة دمشق ، وذلك في إطار معالجة اشكالية البحث والمتمثلة ب : " اثر مساهمة العلاقات العامة في تحسين الصورة الذهنية لفندقي الداما روز والشيراتون التابعين لوزارة السياحة في مدينة دمشق لدى نزلا، وهل تعد برامج العلاقات العامة التي تعتمدها فندقي الداما روز والشيراتون التابعين لوزارة السياحة في مدينة دمشق كافية لترسيخ صورة ذهنية جيدة عنها لدى نزلاءها". تم التطرق في هذه الدراسة في جانبها النظري لمفهوم العلاقات العامة واليات عملها واهميتها في الفنادق، ولمحة عن تطور العلاقات العامة التي تعتبر قديمة قدم الأنسان والتي تعد الركيزة الأساسية في الفنادق، وتم التطرق ايضاً لمفهوم الصورة الذهنية لدى النزلاء، والعوامل المؤثرة بها، وادارتها والخطوات التي تساعد في تحسين الصورة الذهنية في الفنادق ، التي تعد مفهوم جديد تسعى جميع الفنادق العالمية إلى الحصول عليها، من خلال تبني برامج العلاقات العامة . أما في الدراسة الميدانية فقد تم استخدام اداة الاستقصاء ( الاستبيان ) بعينة عشوائية منتظمة من نزلاء الفنادق ب"104" نزيل واستخدام برنامج التحليل الاحصائي لتحليل البيانات ، وايضاً تحليل المعطيات التي تم جمعها باسلوب المقابلة ، حيث اظهرت الدراسة بعض من النتائج المهمة أهمها: 1- تعتبر برامج العلاقات العامة التي تعتمدها فنادق وزارة السياحة السورية العاملة في دمشق حاليا غير كافية لترسيخ صورة ذهنية جيدة عنها لدى جماهيرها الداخلية والخارجية وبحاجة إلى المزيد من العمل عليها. 2- تربط الصورة الذهنية التي يحملها النزلاء عن الفندق، بطبيعة العلاقة القائمة بينه وبين الفندق بل تتعدى إلى جوانب أخرى 3- هنالك أثر لبرامج العلاقات العامة الخارجية على الأنطباعات (الصورة الذهنية) المكونة على نزلاء فنادق وزارة السياحة السورية العاملة في دمشق
This study was prepared in order to know the role of public relations in influencing the mental image, of hotel guests affiliated with the Syrian Ministry of Tourism, in Damascus within the framework of addressing the research problem represented "The impact of contribution of public relation to improving the mental image in Damarose and Sheraton hotels in Damascuse",And are the public relations programs in Damarose and Sheraton hotels adopted by of the Ministry of Tourism in Damascus currently sufficient to establish a good mental image to guests? In this study, we discussed in its theoretical aspec، the concept of public relations, its mechanisms of action, and its importance in hotels, and an overview of the development of public relations، which is as old as man and which is the main pillar in hotels, in improving the mental image in hotels, which is a new concept that all international hotels seek to obtain، through the adoption of public relations programs. As for the field study، the survey tool (questionnaire) was used with a regular random sample of hotel guests with “104” guests and the use of the statistical analysis program to analyze the data, as well as the analysis of the data collected by the interview method، where the study showed some of the important results including. • The public relations programs adopted by the hotels of the Syrian Ministry of Tourism currently operating in Damascus are insufficient to establish a good mental image of them among their internal and external audiences، and more work is needed on them. • The mental image that the guests carry about the hotel is linked to the nature of the relationship between it and the hotel، but it goes beyond other aspects • There is the effect of the external public relations programs on the impressions (mental image) formed on the guests of the hotels and the Syrian tourism worked in Damascus.
References used
1- Alins.w ، corporate .identity (Harvard، business school press)،1989 .
2- Maria،H، WESTFALEN ،Communicateroer:le guide de la communication marketing ، DUNOD، 3eme ،2001.
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