التسويق الروحي ودوره في تعزيز رفاهية الزبائن: دراسة استطلاعية لتصورات السياح في قطاع السياحة

المؤلفون

  • انتصار عزيز حسين قسم ادراة الاعمال، كلية الادارة والاقتصاد، الجامعة المستنصرية، بغداد، العراق. https://orcid.org/0000-0002-3443-7142
  • محمد عيدان الخزرجي قسم تقنيات المالية والمصرفية، معهد الادارة الرصافة، الجامعة التقنية الوسطى، بغداد، العراق. https://orcid.org/0000-0002-8236-446X
  • نور خليل ابراهيم قسم الدراسات السياحة، كلية العلوم السياحية، الجامعة المستنصرية، بغداد، العراق. https://orcid.org/0009-0000-4443-3172

DOI:

https://doi.org/10.31272/jae.i151.1470

الكلمات المفتاحية:

التسويق الروحي، رفاهية الزبائن، القطاع السياحي، القيم الأخلاقية، التواصل الإنساني

الملخص

يهدف البحث الحالي إلى اكتشاف دور التسويق الروحي في تعزيز رفاهية الزبائن، من خلال دراسة استطلاعية لتصورات السياح في قطاع السياحة. تمثلت فرضية البحث الرئيسة في أن تبني مفاهيم وممارسات التسويق الروحي يسهم بشكل فاعل في تحقيق مستويات أعلى من الرفاهية لدى الزبائن، سواء على الصعيد النفسي أو العاطفي أو الاجتماعي. وقد تم اعتماد المنهج الوصفي التحليلي، واستخدام الاستبيان الالكتروني كاداة لجمع البيانات من عينة عشوائية من السياح، بلغ عددها (102) سائحا. وقد توزعت محاور الاستبيان على بعدين رئيسيين: التسويق الروحي بأبعاده (الايمان والاخلاق والواقعية والانسانية)، ورفاهية الزبائن. أظهرت نتائج التحليل الإحصائي باستخدام برنامج SPSS وجود علاقة ارتباط وتأثير معنوي وإيجابي بين مستوى تطبيق التسويق الروحي ومستوى رفاهية الزبائن، وكانت أقوى الأبعاد تأثيرًا هو بعد "الانسانية"، فيما لم يلحظ وجود تأثير معنوي للواقعية في رفاهية الزبون وقد يعود السبب في ذلك الى إلى ضعف ممارسات الشفافية أو الفجوة بين وعود الشركات السياحية وما يُقدم فعليًا على أرض الواقع. يوصي البحث بضرورة دمج مبادئ التسويق الروحي ضمن استراتيجيات التسويق في القطاع السياحي، لا سيما في ظل ارتفاع وعي الزبائن بأهمية القيم والرسائل العميقة في التجربة السياحية، بما يسهم في بناء علاقات طويلة الأمد وتعزيز صورة المؤسسة.

التنزيلات

تنزيل البيانات ليس متاحًا بعد.

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التنزيلات

منشور

2026-03-02

كيفية الاقتباس

التسويق الروحي ودوره في تعزيز رفاهية الزبائن: دراسة استطلاعية لتصورات السياح في قطاع السياحة. (2026). مجلة الإدارة والاقتصاد, 51(151), 50-61. https://doi.org/10.31272/jae.i151.1470

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