ANALYSIS OF FACTORS AFFECTING THE BEHAVIOUR OF THE TOURIST CONSUMER IN THE PERFORMANCE OF TOURIST SERVICE FOR FIRST CLASS HOTELS IN THE HOLY PROVINCE OF KERBALA

Abstract

The paper aims at knowing the behaviour of tourist consumer associated with the tourist sector which includes tourist service in first-class hotels in the holy province of Kerbala and studying psychological purposes and environmental and social factors for tourists. The current study has been achieved in accordance with the descriptive and analytical method where the researchers rely on the distribution of the questionnaire which consists of (50) distributed on a sample of clients arriving at Baron Hotel the Kerbala. In order to prove the research hypothesis, it is expected that there is a significant correlation and effect between the factors influencing the behaviour of the tourist consumer in the performance of tourist service according to the Likert scale. The results validates that hypothesis in the sense that it is found there is a close relationship between the effects of tourist behaviour and the performance of hotel service in general (agree). The paper ends up with several conclusions, the most common ones is that the existence of customer satisfaction despite of the lack of E-marketing in the hotel). The most important recommendation is that there is a need to know the wishes, needs and trends of the customer in a way consistent with the city of hotel services by departments and employees in first-class hotels).