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Marketing Innovation’s Reality in Tourism Agencies from both Perspectives: Agency and Customers -- ‘‘ELWAFIDINE TOURS Agency Case Study’’.

CHETRAOUI Amel , ELGUERRI Abderrahmane

Abstract:
This study investigated the reality of marketing innovation in the tourist agencies from both
perspectives: agency and customers, focusing on ‘‘ELWAFIDINE TOURS’’ agency as a case
study, by using qualitative and quantitative approaches, and depending on a deep interview and a
questionnaire as study tools. The study used open and half closed questions in the frame of deep
interview embodiment, and a questionnaire targeting customers of the agency. The study results
indicated that the agency adopts innovation in its varied marketing mixture strategies, what is
considered one of the main reasons of its competitive superiority.
Keywords: Innovation, Marketing Innovation, Tourist Agencies, ‘‘ELWAFIDINE TOURS’’,
Marketing Mixture Strategies.
Jel Classification Codes: M30, M31.