الخلاصة:
The study aimed to assess the contribution of digital marketing capabilities
among marketers in improving marketing performance in tourism institutions in
Algeria. The research population consisted of 531 tourism agencies.
An electronic questionnaire was prepared and designed using Google Forms
and sent to the targeted tourism agencies via email, WhatsApp, and Messenger,
where data for this study was collected from 227 tourism agencies.
The study relied on the descriptive-analytical approach, with the assistance of
the SPSS V.26 statistical software package.
The main findings of the study are as follows:
- A positive correlation exists between the digital marketing capabilities of
marketers at the tourism agencies under study and the improvement in their
marketing performance.
- There is a statistically significant effect at the (α≤0.05) significance level of
digital marketing capabilities among marketers and its dimensions
(leadership capabilities, digital presence capabilities, Digital strategy
development capabilities and implementation) on the marketing
performance of the tourism agencies under study.
- There is no statistically significant effect at the (α≤0.05) significance level
of the customer linking and engagement capabilities on the marketing
performance of the tourism agencies under study.
- There are statistically significant differences at a significance level of (α ≤
0.05) between the opinions of the sample based on personal and job-related
variables (years of experience, job position).
