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Journals / İşletme Bilimi Dergisi / 2026 / Cilt: 13 Sayı: 1

The Role of Integrated Marketing Communications in Promoting Algerian Sports Tourism in Light of Social Media Platforms

Sosyal Medya Platformları Işığında Cezayir Spor Turizmini Geliştirmede Bütünleşik Pazarlama İletişiminin Rolü

Zahra Kemel(Economic, Commercial and Management Sciences)0009-0002-2415-4285
Hanane Chetibi(Economic, Commercial and Management Sciences)0009-0007-8996-2669
Pages
28–48
Publication Date
2025-03-27
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In light of social media platforms and the dependent variable is sports tourism, the study reached results including that integrated marketing communications via social media platforms have a role in promoting sports tourism in Algeria, and that the obstacles facing the use of integrated marketing communications via social media platforms have a role in hindering the promotion and revitalization Sports tourism in Algeria, and in light of the results, recommendations were presented.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study seeks to explore the link between integrated marketing and the growth of sport tourism in Algeria, emphasizing the role social media in shaping Algeria sport tourism indentity.
📊
Key Findings & Data:The sample was an intentional random sample of people working in the Sports Directorate and tourism and travel institutions in Algeria. 80 questionnaires were distributed, and the research included two main variables, the independent variable represented by integrated marketing communications.
💡
Conclusion & Impact:In light of social media platforms and the dependent variable is sports tourism, the study reached results including that integrated marketing communications via social media platforms have a role in promoting sports tourism in Algeria, and that the obstacles facing the use of integrated marketing communications via social media platforms have a role in hindering the promotion and revitalization Sports tourism in Algeria, and in light of the results, recommendations were presented.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Entegre Pazarlama İletişimi · Spor Turizmi · Sosyal Medya Platformları

Abstract

This study seeks to explore the link between integrated marketing and the growth of sport tourism in Algeria, emphasizing the role social media in shaping Algeria sport tourism indentity. To achieve the objectives of the study, the researchers used the descriptive and analytical approach due to its relevance to this type of research. The sample was an intentional random sample of people working in the Sports Directorate and tourism and travel institutions in Algeria. 80 questionnaires were distributed, and the research included two main variables, the independent variable represented by integrated marketing communications. In light of social media platforms and the dependent variable is sports tourism, the study reached results including that integrated marketing communications via social media platforms have a role in promoting sports tourism in Algeria, and that the obstacles facing the use of integrated marketing communications via social media platforms have a role in hindering the promotion and revitalization Sports tourism in Algeria, and in light of the results, recommendations were presented.

Özet

Bu çalışma, Cezayır’de entegre pazarlamanin spor turizminin büyümesiyle ilişkisini araşkisini araştırmayı ve sosyal medyanın Cezayir’in spor turizmi kimliğini şekillendirmedeki rolünü vurgulamayı amaçlamaktadır, Betimsel ve analitik bir yaklaşım benimseyen çalışma, spor müdürlükleri ve turizm şirketlerinde görevli kişilerden oluşan bir örneklem üzerinde gerçekleştirilmiştir. Toplam 80 anketin değerlendirildiği araştırmada, bağımsız değişken olarak entegre pazarlama iletişimi, bağımlı değişken olarak ise spor turizmi belirlenmiştir. Bulgular, sosyal medyanın spor turizmini geliştirmede önemli bir rol oynadığını, ancak bazı engellerin de bu süreci yavaşlattığını göstermektedir. Çalışmanın sonunda, spor turizminin daha etkin bir şekilde geliştirilmesi için öneriler sunulmuştur.

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Cite This Article

Kemel, Z., Chetibi, H. (2025). The Role of Integrated Marketing Communications in Promoting Algerian Sports Tourism in Light of Social Media Platforms. İşletme Bilimi Dergisi, Cilt: 13 Sayı: 1, 28–48. https://doi.org/10.22139/jobs.1487340

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