Brand and its impact on increasing the market share of tourism organizations (Explorative study of workers specimen in the first class hotels in Baghdad city)


  • أ.د. دينا حامد جمال
  • زهراء يعقوب صفر


brand, market share


 Business organizations are now recognizing the importance of the brand in increasing market share to ensure guest loyalty to the services provided by hotel organizations. The study was based on two variables that interact with each other to form the intellectual and philosophical framework for them (brand, market share).

 The problem of research is through limited interest and knowledge of the importance of the brand in an industry based on the success of the human touch in dealing with the guest with affection and respect has been through the search for that problem through several questions centered in (Is there a significant correlation between the brand and increase the share In order to answer these questions, the research in its applied aspect was based on the premium class hotels in Baghdad through a deliberate intentional sample of (50) respondents, which included (authorized manager, department director, head of division) and relied on collecting data mainly from that sample on a form consisting of (42) paragraphs distributed on the number of major and sub-variables of the research and used to extract the results ready statistical program spss several statistical methods, including the mean and standard deviation and The relative importance of diagnosing the level of the search variables as well as the simple correlation coefficient and the Barlett test to apply the global analysis. In hotels surveyed to cope with future challenges and changes facing the hotel industry in Iraq, as reflected in the design of hotel service and preparation and submission). In the light of these results, a number of recommendations were put in place. To increase the market, share of tourism organizations and introduce individuals working in qualitative courses to consolidate their brand concepts and embody them through them as advancement practices at the level of functional behavior).