The role of the tourism promotion mix in increasing customer loyalty A field study on clients of tourist agencies in the city of Riyadh in the Kingdom of Saudi Arabia

This study aimed to identify the impact of tourism promotion elements on increasing customer loyalty in travel and tourism agencies in the city of Riyadh in the Kingdom of Saudi Arabia. The researcher followed the descriptive analytical approach to describe the phenomenon as it is on the ground, and the electronic questionnaire was used as a tool for studying and collecting data related to the dimensions of tourism promotion, which are (advertising publicity - public relations - personal selling - sales activation) and customer loyalty, on the study sample, which numbered (384) a client of these agencies. The results of the study indicated that there is an impact of all tourism promotion dimensions on increasing customer loyalty, as the (Publicity) dimension came as the most influential element of tourism promotion on increasing customer loyalty, while the (Personal Selling) dimension came as the least effective element of tourism promotion on increasing customer loyalty. The study recommended the necessity of paying attention to the clients of travel and tourism agencies in the kingdom of Saudi Arabia, fulfilling their wishes and answering their inquiries, addressing their complaints and providing the service in a timely manner and at the appropriate speed to make them happy and achieve their satisfaction, and thus enhance their loyalty.