The impact of digital media on organizational performance in tourism organizations: an analytical study of the opinions of a sample of workers in travel and tourism companies in the Holy Najaf Governorate

Abstract

The rapid development of science and technology has pushed man to constantly update the technical means of disseminating information. Digital media is a scientific and technological product against the background of the new era. The development of digital media, represented by the Internet and mobile phones, has brought about major changes in various industries in the world, including tourism. In tourism organizations, these tools play an essential role in the process of acquiring new customers, retaining them, and establishing relationships with them in order to promote and sell the organization’s products and services. The general goal of this research is to identify the impact of digital media on the organizational performance of tourism organizations through distributing a questionnaire to workers in tourism companies. For this purpose, various theoretical, experimental and statistical methods were used, and this procedure was applied to tourism and travel companies in Najaf.