AGILE MARKETING AND ITS ROLE IN SUSTAINABLE TOURISM DEVELOPMENT-AN APPLIED STUDY OF A SAMPLE OF FIRST-CLASS HOTELS IN BAGHDAD

Abstract

The aims of study to identify the dimensions of agile marketing and the requirements of transformation in hotel organizations towards agile marketing events and determine the size of the gap between the actual reality of traditional marketing and agile marketing in light of sustainable tourism development, and to know the marketing orientation to apply the principles of sustainable tourism development and the research problem is clear in the face of failures in the integration of the tourism program and scheduling tourism offers and reduce response time and move away from credibility in business and neglect of empowerment of skills and competencies and weak feedback in order to achieve Sustainable tourism development and sustainable management practices. The study highlights the importance of rapid marketing, which tourism organizations seek to apply into work and try to remain distinctive by following a number of strategies to achieve organized agile marketing in light of the goals of sustainable tourism development. As well as finding the correlation between agile marketing tools and the guidelines brought by sustainable tourism development, as well as focusing the research on the most important contemporary economic activity. The researcher chose five first-class hotels in Baghdad's field of research, so the research sample was 150 valid for the preparation of the research because it suffers from multiple marketing problems and agile marketing is one of the existing solutions to overcome market dilemmas.