Barriers on marketing tourism services and their impacts on customer awareness

Abstract

The study aims to search and identify barriers to the customer's awareness of tourism services in hotels working in Al-Kharj city in the Kingdom of Saudi Arabia. A sample of hotel customers was taken, amounting to (500) customers to find out the quality of these services, as the quality of tourism services is an essential pillar of the competitiveness of the tourism facility in light of the market economy conditions. It is not possible to know if these services need improvement without specifying and identifying their quality levels and the customers' evaluation. The study reached a set of results; the most important of them is that there is no relationship between the customer's awareness of the tourism service and the intangibility of the services or the types of advertising message. The study recommended a set of recommendations, the most important of which is to continuously improve and develop tourism services and train workers to provide these services on modern means in the field of tourism services and using modern tourism marketing methods.