THE ROLE OF CREATIVE MARKETING IN INCREASING THE MARKET SHARE / ANALYTICAL STUDY OF A SAMPLE OF MANAGERS AND AGENTS OF MANAGERS OF TOURIST HOTELS IN BASRA

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Assistant Prof. Dr. Aqeel Qasim Hashem, Mohamed Karim Hamidi
Department of Business Administration, College of Administration & Economics, University of Babylon, Iraq, aqeelqasim.uob@gmail.com

Vol 17, No 08 ( 2022 )   |  DOI: 10.5281/zenodo.7027104   |   Licensing: CC 4.0   |   Pg no: 691-701   |   Published on: 27-08-2022

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Abstract
In its practical aspect, the study took the intentional sample. The researcher distributed (91) questionnaires, of which (83) were received. As for the valid ones for statistical analysis, they were (76) forms, meaning that the response rate amounted to (83,5) with the exclusion of the forms that are not valid for analysis. For the purpose of the analysis process, the researcher used a set of special methods for this matter: (arithmetic mean, standard deviation, relative variance coefficient, relative importance, normal distribution test, confirmatory factor analysis, and Cronbach’s alpha coefficient, in addition to the Pearson correlation coefficient and Structural Equation Modeling), and through the programs (AMOS V23), (SPSS V23), (MICROSOFT EXCEL 2010( The most important practical results: The results of the study showed the existence of correlation relationships and positive and significant influence relationships between its variables represented by (creative marketing, market share(

Keywords:
creative marketing, market share, hotel establishments

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