The Impact of Digitization on Tourism Services Marketing Strategies (A Field Study on Tourism Companies in Najaf Governorate)

The research aims to study the impact of digitization on marketing strategies for tourism services. Tourism companies use modern technology that depends on re-planning and enhancing the work of tourism and travel companies, such as online reservation services and even virtual mobile phones, using digitized devices enhanced with artificial intelligence. Digitization is the necessity of the era within the digital reality with its technical, economic, and human dimensions. It has opened new horizons for effective social networking for tourism companies dealing with their customers to speed up the process of providing tourism services to them by understanding their needs for those services. Adopting marketing strategies in delivering tourism services has become inevitable, so this research emphasized lowering costs, focusing on customers, and adopting a culture of innovation and creativity. The research sample included 120 tourism and travel companies with managers at different levels and individuals working in them within the Holy Najaf Governorate. The questionnaire was used as a tool to collect primary data, which contains (35) questions. In light of this, primary data was obtained through the responses of 100 surveyed companies. Data analysis and tests of research hypotheses were conducted using the Statistical Package for the Social Sciences.