L’impact des stratégies de communication digitale sur l’attractivité d’une destination touristique CAS : wilaya de chlef

Abstract

The present research has as main objective to evaluate the impact of digital communication strategies on the attractiveness of a tourist destination, taking the case of the wilaya of Chlef. To achieve this objective, we used an analytical study to investigatethe main concepts related to digital marketing, social networks, influencer marketing, e-reputation as well as tourist attractiveness and the behavior of tourists in the digital age. Regarding the practical side, we realized a field study among 122 respondents using a questionnaire distributed via Google Forms in order to obtain reliable results. The collected data were processed and analyzed using the SPSS software version 25 as well as the Excel 2007 software. . The results of the study show that digital communication strategies have a positive and significant impact on the tourist attractiveness of the wilaya of Chlef and influence the visit intentions of tourists.