The Role of Electronic Marketing in Revitalizing the Tourism Sector: An Analytical Survey of the Opinions of a Sample of Workers in Travel and Tourism Companies in the City of Mosul

This research aims to identify e-marketing's role in activating the tourism sector to achieve communication and success, which requires companies to have e-marketing to contain and absorb all the changes surrounding them. Nowadays, electronic marketing represents the informational cover to accommodate the environmental changes that link companies with their external environment and internal, leading to the validity of its approved decisions. The research problem was identified based on an extrapolation of the reality of the companies researched and given the lack of electronic marketing channels available to tourists on the Internet and electronic channels, especially in Iraq. Through the field study, researchers found a marked weakness in using E-Marketing in a way reflected in the revitalization of the tourism sector. (Travel and tourism companies in the city of Mosul) were chosen as a research community, and a group of workers was intentionally selected as a sample for research. After ensuring its validity and stability as a primary tool for collecting field-side data, the researchers approved the questionnaire form. The five-point Likert scale was used to measure the research variables. The primary data were analyzed using the Statistical Package for Social Sciences Applications (SPSS). The following statistical methods were used (arithmetic mean, standard deviation, and weighted mean multiple simple correlation coefficient and simple and multiple regression(. The research was strengthened by a set of hypotheses tested through a set of statistical analyses that reflected the reality of those hypotheses, positive or negative, to arrive at a conclusion supporting the main hypotheses. The researchers reached a set of conclusions. The most significant of these conclusions is that electronic marketing reduces the time required to transmit information, identifies customers' needs and desires, and responds quickly and effectively, reflecting positively on customer satisfaction and improved organization performance. In line with the content of the conclusions, the researchers reached a set of recommendations, the most important of which was the need to increase government support for the tourism sector by issuing legislation and laws related to marketing activities via the Internet in a manner that ensures the transfer of companies' business from traditional work to the electronic.