The lowest marketing cost for tourists: an applied study of a sample of travel and tourism companies in the city of Baghdad

Abstract

The research includes a study of the impact of marketing transparency on tourist retention for a number of travel and tourism companies in Baghdad. It reviewed a number of marketing activities carried out by travel and tourism companies in applying marketing transparency, as well as a number of effective links that are used to retain tourists. On this basis, a questionnaire form was used. As a tool to collect data related to the research and to extract the results, I used several statistical methods that showed the level of verification of the research variables as well as verifying the validity of its hypotheses. Finally, the research reached the conclusion that retaining tourists and sustaining the relationship with them will not be achieved unless the travel and tourism company follows the principle of marketing transparency in its dealings directed towards tourists.