the impact of tourism advertising campaigns the case of post revolution tunisian tourism
TRANSCRIPT
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
1/41
[uzkbl~zj Szolxljooj
Mlolxs{j cj bJoxjlgojmjos Xzu{ljz{ js cj bn [jhaj{haj Xhljoslfl~zj
Zolvj{xls cj Hn{sangj
Loxslszs Xzu{ljz{ cjx Bnogzjx cj Szolx
Saj Lmunhs `f s`z{lxm ncvj{slxlog hnmunlgox
Saj hnxj `f u`xs {jv`bzsl`o Szolxlno S`z{lxm
N u{`fjxxl`onb unuj{ xzkmlssjc f`{ saj {j~zl{jmjosx `f saj
Blhjoxj cjg{jj Jogblxa f`{ H`mmzolhnsl`o
U{jun{jc k| Xzuj{vlxjc k| U{`fjxx`{
Klbjb XFNQL Snan{ KN\@ZBL
;5>>-;5>;
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
2/41
Snkbj `f h`osjosx
Nhdo`wbjcgjmjosx
Los{`czhsl`o//>
Hanusj{ >/ Gjoj{nb h`osjqs `f s`z{lxm xjhs`{ lo Szolxln ;
>, Gj`g{nualhnb noc alxs`{lhnb `vj{vljw `f Szolxln / ;
;, Clffj{jos s`z{lxm u{`czhsx lo Szolxln/// 3
8, Ncvj{slxlog jqujoclsz{jx lo ;55< noc ;5>5 /
Hanusj{ ;/ U`xs {jv`bzsl`o s`z{lxm / 6
>, [jv`bzsl`o lo Szolxln 6
;, Lmunhs `f [jv`bzsl`o `o s`z{lxm/ 7
Hanusj{ 8/ Ncvj{slxlog hnmunlgox bnzohajc lo ;5>>noc ;5>;// 1
>, L b`vj Szolxln//// 1
;, Szolxlj v`zx cj v`l{ 5
3, Szolxlj {jch`zv{l{ //>>
:,S`zx zolx u`z{ v`zx nhhzjlbbl{ >;
Hanusj{ 3/ Saj lmunhs `f s`z{lxm ncvj{slxlog hnmunlgo `o s`z{lxsx /// >8
>, Mjsa`cx zxjc wajo h`bbjhslog cnsn// >8
;, Nonb|ylog noc losj{u{jslog cnsn/>7
8, Gjoj{nb h`ohbzxl`o// ;7
3, [jh`mmjocnsl`ox ;1
:, [jfj{johjx////////////////////////// /// ;> noc ;5>;/ Saj bnxs hanusj{ lx
cjv`sjc s` mjnxz{log saj lmunhs `f s`z{lxm ncvj{slxlog hnmunlgox `o s`z{lxsx/
Saj zbslmnsj uz{u`xj `f salx u{`ijhs lx s` mjnxz{j saj lmunhs `f s`z{lxm ncvj{slxlog
hnmunlgox" bnzohajc nfsj{ saj {jv`bzsl`o" `o s`z{lxsx noc s` joc wlsa fjw {jh`mmjocnsl`ox
h`ohj{olog saj ncvj{slxjmjosx knxjc `o saj ~zjxsl`oonl{jx floclogx/ Locjjc" saj u{`kbjmnslh
nxdx saj f`bb`wlog ~zjxsl`o9 c` s`z{lxm ncvj{slxlog hnmunlgox" bnzohajc nfsj{ saj {jv`bzsl`o"
anvj no lmunhs `o s`z{lxsx/ H`oxj~zjosb|" sw` a|u`sajxjx hno {lxj9 s`z{lxm ncvj{slxlog
hnmunlgox bnzohajc nfsj{ saj {jv`bzsl`o anvj n xmnbb lmunhs `o s`z{lxsx noc s`z{lxm
ncvj{slxlog hnmunlgox bnzohajc nfsj{ saj {jv`bzsl`o anvj n g{jns lmunhs `o s`z{lxsx/
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
5/41
Hanusj{>/ Gjoj{nb h`osjqs `f s`z{lxm xjhs`{ lo Szolxln
>, Gj`g{nualhnb noc alxs`{lhnb `vj{vljw `f Szolxln
Flgz{j >9 b`hnsl`o `f Szolxln lo saj Mjclsj{{nojno Knxlo noc lsx h`nxsnb n{jn
Czj s` saj gj`g{nualhnb noc xs{nsjglh b`hnsl`o" kjlog xlsznsjc lo O`{sa Nf{lhn noc
kjlog ns saj mlccbj `f saj Mjclsj{{nojno Xjn noc kjlog kjswjjo Nbgj{ln noc Blk|n" Szolxln lx
`oj `f saj m`xs vlxlsjc ubnhjx lo saj w`{bc/ N sa{jj sa`zxnoc |jn{ `bc h`zos{|" {ju{jxjosx
o`wncn|x saj fl{xs N{nk noc Nf{lhno cjxslonsl`o" noc lx {nodjc nm`og saj fl{xs sal{s|
cjxslonsl`ox w`{bcwlcj>/ Saj cjvjb`umjos `f saj s`z{lxm xjhs`{ lx knhd s` saj >
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
6/41
n{j saj m`xs h`mm`o vlxls`{x s` Szolxln" locjjc" saj f`z{ s{nclsl`onb mn{djsx n{j F{nohj"
Gj{mno|" Lsnb| noc saj Zolsjc dlogc`m3/ Szolxln lx n {lha hzbsz{nb h`zos{| xlohj 1 alxs`{lhnb
fjnsz{jx anvj kjjo {nsjc k| saj ZOJXH@ nx n W`{bc Aj{lsngj !h`mjs`szolxln/h`/zd,/ Saj xlsj
Hn{sangj" kjlog `oj `f sajxj alxs`{lhnb m`ozmjosx" u`{s{n|x no jq`slh alxs`{lhnb j{n `f saj
[`mno Jmul{j/
Flgz{j ;9 Saj{mnb Knsax `f Nos`olozx9 Hn{sangj"Szolxln !sajju`haslmjx/h`m,
Saj `saj{ 7 xlsjx n{j Nmualsajns{j `f jb ijm " Mjclon `f Szolx" Lhadjzb Onsl`onb Un{d" Uzolh
S`wo `f Dj{d`znoj noc lsx Ojh{`u`blx" Dnl{`zno "Mjclon `f X`zxxj noc C`zggn
!h`mjs`szolxln,
8assu9jo/wldlujcln/`{gwldlS`z{lxmPloPSzolxlnS`z{lxm lo Szolxln
http://en.wikipedia.org/wiki/Tourism_in_Tunisiahttp://en.wikipedia.org/wiki/Tourism_in_Tunisia -
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
7/41
;, Clffj{jos s`z{lxm u{`czhsxSzolxln kjojflsx f{`m xjvj{nb s`z{lxm u{`czhsx/ Xjnxlcj {jx`{sx !s`z{lxmj knbonl{j,"
xs{jogsajojc k| azoc{jcx `f xzoo| cn|x nbb b`og saj |jn{" n{j h`oxlcj{jc s` kj saj c`mlonos
s|ujx `f s`z{lxm:/ Saj xjh`oc S|uj lx saj Xnan{no s`z{lxm /Locjjc" saj kjgloologx `f salx
xjhs`{ lx knhd s` saj bnsj >5Saj @OSS !@fflhj Onsl`onbj cj S`z{lxmj Szolxljo, anx cjv`sjc b`s `f m`oj| lo ;555 lo `{cj{ s` u{`m`sj Szolxln lo saj losj{onsl`onb mn{djsx noc jxujhlnbb| lo saj F{joha
`oj/
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
8/41
Snkbj >9 cjv`sjc ncvj{slxlog kzcgjs Jz{`ujno h`zos{ljx !@OSS nooznb {ju`{s ;555,/
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
9/41
Hanusj{ ;9 U`xs {jv`bzsl`o s`z{lxm
>, [jv`bzsl`o lo SzolxlnSaj inxmloj [jv`bzsl`o wnx no alxs`{lh m`mjos" joclog n ;8 |jn{ {jglmj `f
clhsns`{xalu zocj{ Yloj Jb Nklcloj Kjo Nbl noc xsn{slog n ojw j{n `f cjm`h{nh|" f{jjc`m noc
blkj{s|/ Xjvj{nb u`blslhnb noc x`hl`-jh`o`mlh hl{hzmxsnohjx nhhzmzbnsjc noc jocjc wlsa n
{jv`bzsl`o/ U`blslhnbb| xujndlog" `obloj hjox`{xalu noc bnhd `f f{jjc`m `f jqu{jxxl`o wj{j
u{jxjos /Locjjc" nzsa`{lsljx-lo saj j{n `f Kjo Nbl-wj{j jngj{ s` xs`u OG@x !j/g/ Azmno
[lgasx Wnsha, f{`m cjo`zohlog `{ h{lslhlylog nkzxjx6/ Saj H`oxslszsl`onb Cjm`h{nslh [nbb|
![HC, wnx saj `ob| {zblog un{s| lo saj h`zos{| f`{ ;8 |jn{x/ Fz{saj{m`{j" mjcln kbnhd`zs wnx
`molu{jxjos cz{log saj u{`sjxsx slbb saj cn| Ojxxmn" n u{lvnsj SV hanoojb" anc mnongjc s`
cjv`sj n u{`g{nm lxxzlog s` saj s{`zkbjx lo Szolxln7/ X`hl`-jh`o`mlhnbb| xujndlog" M`anmjc
K`znylyl wnx `oj `f azoc{jcx `f sa`zxnoc zojmub`|jc uj`ubj !755555 zojmub`|jc lo ;5>>
noc {jnhalog >1" :7* lo saj xnmj |jn{ noc zojmub`|jc |`zog mjo wa` n{j kjswjjo >1 noc
;: anx {jnhajc 8>"3* , !hln/g`v,wa` wj{j blvlog zocj{ mlxj{nkbj h`oclsl`ox/ Fz{saj{m`{j"
Saj {nsj `f g{`wsa anc cjhblojc4 locjjc" jh`o`mlh g{`wsa {nsj c{`uujc f{`m ojn{b| :* lo
;5>5 s` >* lo ;5>>1/Locjjc" zojmub`|mjos {nsjx wj{j zoknbnohjc xlohj lo wjxsj{o {jgl`ox
saj ozmkj{ lx klggj{ sano lo jnxsj{o {jgl`ox 9 zojmub`|mjos lo saj {jgl`oT`f Xlcl K`zylc ] lx
ns n xsnggj{log :: uj{ hjos558;3szolxln-s{ljx-xlbjohj-azmno-{lgasx-wnsha Szolxln S{ljx s` Xlbjohj Azmno [lgasx
Wnsha 7 assu9www/nbinyjj{n/h`mlocjusafjnsz{jx;5>>5>;5>>>;6>;>1>:
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
10/41
;, Lmunhs `f {jv`bzsl`o `o s`z{lxmSaj h`os{lkzsl`o `f s{nvjb noc s`z{lxm s` s`snb GCU wnx nbm`xs 3* lo ;5;>!Kjhajz{" ;5>>,/ Saj {jv`bzsl`o anx ojgnslvjb| nffjhsjc saj
s`z{lxm xjhs`{/ Wlsalo saj fl{xs xjvjo m`osax `f ;5>>" s`z{lxm {jvjozjx fjbb k| 37* noc
`vj{nbb s`z{lxs n{{lvnbx anc cjhblojc k| 8>/Fz{saj{m`{j czj s` saj
{jv`bzsl`o" >7 a`sjbx wj{j hb`xjc/ M`{j`vj{" saj ozmkj{ `f Jz{`ujno jos{ljx anx cjhblojc k|
3>" saj ozmkj{ `f s`z{lxsx f{`m F{nohj" f`{ loxsnohj" Szolxlnx fl{xs
cjxslonsl`o" {jnhalog 387":16 noc mn{dlog n cjh{jnxj k| 36/: */
Walbj ojn{b| nbb saj Jz{`ujno mn{djsx anvj xjjo n xblgas cjhbloj" saj jqhjusl`o h`mjx
f{`m saj Nxlno mn{djs /Lo fnhs4 saj ozmkj{ `f s`z{lxsx h`mlog f{`m Halon anx s{lubjc nfsj{ saj
{jv`bzsl`o/ Lo ;5>>" saj ozmkj{ `f vlxls`{x anx {jnhajc >>"17;h`mun{jc s` ;5>5" wajo `ob|
3"6>; vlxls`{x wlsa no loh{jnxj {jnhalog >:7" 3* !Kzxlojxxojwx,/ Zocj{g`log n xmnbb
h`mun{lx`o" h`ohj{olog Jz{`ujno jos{ljx" lsx jvlcjos sans saj a`{{lf|log lmngjx `f
Szolxlnx {jv`bzsl`o k{`nchnxsjc `o sjbjvlxl`o" lo ncclsl`o s` saj {ju`{sx `o ojwxunuj{x noc
`saj{ mnxx mjcln" anvj f{lgasjojc u`sjoslnb s`z{lxsx noc xlgolflhnosb| wjndjojc saj s`z{lxm
loczxs{| !Kjhajz{" ;5>>,/ A`wjvj{" wj hno gzjxx sans saj lmunhs `f ojwx lo halon" {ju`{slog
Szolxln" wnx o`s nx f{lgasjolog noc cnogj{`zx nx lo saj Jz{`ujno mjcln noc xujhlflhnbb| saj
F{joha mjcln/
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
11/41
Hanusj{ 89 Ncvj{slxlog hnmunlgox bnzohajc lo ;5>> noc ;5>;
Ncvj{slxlog f`{mx un{s `f saj mn{djslog !h`mmzolhnsl`o, mlq !K`{cjo" >5
/Lo ;55> anx bnzohajc n 3xsju mn{djslog ubno9 `oj `f saj 3 xsjux lx s` clffzxj
85-xjh`oc SV xu`s ncvj{slxjmjosx k{`nchnxsjc `o Jz{`ujno SV hanoojbx lo no jxslmnsjc h`xs
`f >;/51 Mlbbl`o /Nfsj{ saj {jv`bzsl`o" fjw s`z{lxm ncvj{slxlog hnmunlgox anvj kjjo
bnzohajc jlsaj{ `obloj !losj{ojs noc x`hlnb mjcln,`{ `ffbloj !mngnylojx" {ncl`x noc
klbbk`n{cx,9
>5 assu9www/lxh/akx/jczucfXszcjosPU{`ijhsxSzolxlnPS`z{lxmP;551/ucf Saj Szolxlno S`z{lxm Hbzxsj{
http://www.isc.hbs.edu/pdf/Student_Projects/Tunisia_Tourism_2008.pdfhttp://www.isc.hbs.edu/pdf/Student_Projects/Tunisia_Tourism_2008.pdf -
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
12/41
>/ L b`vj Szolxln
L b`vj Szolxln wnx saj fl{xs ncvj{slxlog hnmunlgo snhdblog saj s`z{lxm h{lxlx lo
Szolxln /Saj hnmunlgo wnx izxs bnzohajc `oj m`osa nfsj{ saj {jv`bzsl`o `o Fjk{zn{| >3sa
"
;5>>/ Saj `uu`{szols| `f kjlog lo saj xnmj cn| wlsa Vnbjoslojx Cn| wnx sndjo los`
h`oxlcj{nsl`o/ L B`vj Szolxln lx n u{`m`sl`onb hnmunlgo bnzohajc k| saj Mlolxs{| `f
S`z{lxm/ Kjlog n hajnu ncvj{slxlog hnmunlgo" ls h`xs 1555>>
!onwnns" @hs`kj{ ;5>>,/ Saj
hnmunlgo lx mnlob| mncj s` h{jnsj n klg Kzyy `o saj losj{ojs /Salx hnmunlgo anc jxxjoslnbb|
sw` xb`gnox joflo blk{j cj k{`oyj{ noc Szolxlj"ncml{jy-bn cj u{x/ Salx hnmunlgo anx g`s
jlsaj{ SV h`vj{ngj !j/g/n{sj SF>noc M6, `{ `obloj mjcln h`vjvngj noc mnlob| f{`m saj
F{joha `oj"locjjc " JZ[@UJ >"Bj U`los" Bj o`zvjb @kxj{vnsjz{" BJ FLGN[@" [zj1< noc
BN S[LKZOJ anvj cjv`sjc xjvj{nb n{slhbjx anlblog salx hnmunlgo/
>>
www/onwnns/`{gu`{snlb;5>>>551`z-x`os-unxxjx-bjx-f`ocx-lovjxslx-u`z{-u{`m`zv`l{-bj-s`z{lxmj-szolxljo
http://www.nawaat.org/portail/2011/10/08/ou-sont-passes-les-fonds-investis-pour-promouvoir-le-tourisme-tunisien/http://www.nawaat.org/portail/2011/10/08/ou-sont-passes-les-fonds-investis-pour-promouvoir-le-tourisme-tunisien/http://www.nawaat.org/portail/2011/10/08/ou-sont-passes-les-fonds-investis-pour-promouvoir-le-tourisme-tunisien/ -
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
13/41
;/ Szolxlj v`zx cj v`l{
Szolxlj n v`zx cj v`l{ ncvj{slxlog hnmunlgo lx mnxxlvj u{`m`sl`onb hnmunlgo
k{`nchnxsjc lo SV" u{losjc lo u{jxx !s`z{lxmng, noc wnx bnzohajc `o Mn|
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
14/41
8/ Szolxlj/ S`zx bjx {vjx u`xxlkbjx
Saj u{`m`sl`onb hnmunlgo joslsbjc Szolxlj/ S`zx bjx {vjx u`xxlkbjx" wnx
Bnzohajc k| saj @OSS !@fflhj Onsl`onbj cz S`z{lxmj Szolxljo, `o >6 inozn{| ;5>;/ Ls wnx
bnzohajc lo mjs{` klbbk`n{cx noc z{kno klbbk`n{cx !nfflhangj mjs{` js z{knlo, lo sw` mnlo
F{joha hlsljx9 B|`o noc Olhj/ Salx hnmunlgo anx sw` mni`{ g`nbx/ Saj fl{xs `oj lx s` u{`m`sj
Szolxln nx n wlosj{ cjxslonsl`o noc jxujhlnbb| saj sw` x`zsaj{o hlsljx9 S`yjz{ noc C`zy/ Saj
xjh`oc g`nb lx s` clvj{xlf| saj u{`czhsx sa{`zga u{`m`slog Xnan{n s`z{lxm/
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
15/41
3/ Szolxlj {jch`zv{l{
Nfsj{ saj {jv`bzsl`o hlslyjox anvj kjh`mj m`{j nwn{j noc h`oxhl`zx {jgn{clog saj
u{`m`sl`o `f saj lmngj `f Szolxln /Salx u{`m`sl`onb lolslnslvj wnx bnzohajc `o Fjk{zn{|" ;6"
;5>; k| Szolxlnox blvlog lo Xwlsyj{bnoc /Saj lolslnslvj {jxzmjx lo unxslog ncvj{slxlog
u`xsz{jx `o hn{x `f Szolxlnox blvlog saj{j/ Saj u`xsz{j h`osnlox saj b`g` SZOLXLJ N
[JCJH@ZV[L[" mjnolog lo Jogblxa s` {jclxh`vj{ Szolxln" jonkblog s` h{jnsj n f{jj-`f-
han{gj ncvj{slxlog hnmunlgo sa{`zga saj cnlb| m`vjmjos `f sajxj hn{x nh{`xx Xwlsyj{bnoc/
Salx s|uj `f ncvj{slxlog" nun{s f{`m kjlog n uj{x`onb lolslnslvj" lx un{s `f saj xs{jjs
mn{djslog/ Locjjc" ls lx h`oxlcj{jc nx `oj `f saj `bcjxs wn|x `f ncvj{slxlog/ Ls lx nbx` saj
h`ohjus `f u{`m`slog u{`czhsx `o saj xs{jjsx/ Salx h`ohjus `f mn{djslog anx clffj{jos f`{mnsx
f{`m clxs{lkzslog fblj{x" xslhdj{x s` nolmnsl`ox noc g``cljx !D`zcjsn,/
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
16/41
:/ S`zx zolx u`z{ v`zx nhhzjlbbl{
Sjbjvlxl`o xu`s S`zx zolx u`z{ v`zx nhhzjlbbl{
H`mlog izxs nfsj{ Szolxlj N V`zx Cj V`l{" saj u{`m`sl`onb hnmunlgo" onmjc
S`zx Zolx U`z{ V`zx Nhhzjlbbl{ " wnx bnzohajc `o >5 Izoj ;5>> k| saj @fflhj Onsl`onbj cz
S`z{lxmj Szolxljo/ Saj zbslmnsj uz{u`xj `f salx ncvj{slxlog hnmunlgo lx s` z{gj F{joha
s`z{lxsx s` vlxls Szolxln/ Lo sj{mx `f f`{m" salx u{`m`sl`onb hnmunlgo sndjx saj f`{mns `f n
uzkblhls| xu`s/ M`{j`vj{" ls anx kjjo k{`nchnxsjc `o mnloxs{jnm F{joha SV mjcln bldj SF>/
Lo sj{mx `f h`osjos" salx SV xu`s u`{s{n|x saj lmngj `f n fzsz{lxslh Szolxln noc jmuanxlylog
`o xjvj{nb lcjnx xzha nx saj h`z{sjx| `f Szolxlnox" jq`slh xhjoj{ljx noc saj x`blcn{ls| `f
Szolxlno uj`ubj/
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
17/41
Hanusj{ 8/Saj lmunhs `f s`z{lxm ncvj{slxlog hnmunlgo `o s`z{lxsx
>, Mjsa`cx zxjc wajo h`bbjhslog cnsnLo `{cj{ s` mjnxz{j saj lmunhs `f s`z{lxm ncvj{slxlog hnmunlgox `o s`z{lxsx" wj anvj
hn{{ljc `zs n fljbc xz{vj|/ Locjjc" sajxj hnmunlgox n{j izxs ; !L B`vj Szolxln"Szolxlj n v`zx
cj v`l{ ,noc wj{j sndjo nx no lbbzxs{nsl`o `f u`xs {jv`bzsl`o hnmunlgox/ Saj mnooj{ `f
h`bbjhslog lof`{mnsl`o wnx s` glvj n ~zjxsl`oonl{j s` n s`z{lxs" nfsj{ los{`czhlog `ojxjbf" noc
bjsslog alm noxwj{ saj >8 ~zjxsl`ox/ Lsx w`{sa mjosl`olog sans lo ~zjxsl`o ozmkj{ >5 Jo
v`zx m`os{nos bnfflhaj9 v`zx x`zvjojy v`zx bnv`l{ ci vzj 0 wj n{j `kblgjc s` xa`w u{los
ncvj{slxjmjosx s` saj s`z{lxs lo `{cj{ s` bjs alm noxwj{ saj ~zjxsl`o / Locjjc" saj xz{vj| anx
kjjo hn{{ljc `zs ns saj nl{u`{s `f Szolx Hn{sangj f{`m M`ocn| ;8{c
4 Nu{lb ;5>; s` Xnsz{cn|
;1sa
Nu{lb ;5>; anc sndjo saj f`{m `f n ^zjxsl`oonl{j" h`osnlolog >8 ~zjxsl`ox/ M`{j`vj{" saj
xnmubj wnx 85 uj`ubj" ;: `f sajm wj{j F{joha noc saj `saj{ : wj{j f{`m clffj{jos
onsl`onblsljx/
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
18/41
;, ^zjxsl`oonl{j zxjc
^zjxsl`oonl{j
Hj ~zjxsl`oonl{j vlxj mjxz{j{ blmunhs cjx hnmungojx uzkblhlsnl{jx xz{ bj s`z{lxmj szolxljo
nu{x bn {v`bzsl`o" o`zx v`zx cjmnoc`ox cj kljo v`zb`l{ {u`oc{j nzq ~zjxsl`ox xzlvnosjx 9
>/ Un{sjy-v`zx jo vnhnohjx 0> f`lxno
; f`lxno
8 f`lx js ubzxno
S{x x`zvjos
;/ sjx-v`zx anklsz vlxlsj{ bn Szolxlj 0@zl
O`o
8/ U`z{ ~zjbbjx {nlx`ox vlxlsjy-v`zx bn Szolxlj 0Vnhnohjx [nlx`ox u{`fjxxl`oojbbjx
Sa{nulj S`z{lxmj mclhnb
Nzs{jx ! u{hlxj{, //
3/ H`mmjos nvjy-v`zx h`ooz!j, bn szolxlj h`mmj zoj cjxslonsl`o s`z{lxsl~zjUzkblhls 9!Nfflhajx js unoojnzq uzkblhlsnl{jx,
Zoj xzggjxsl`o cnml!j,
Uzkblhls un{zj cnox sv {ncl`
Uzkblhls un{zj jo blgoj
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
19/41
Nzs{jx ! u{hlxj{, //
:/ ^zjxs hj ~zl v`zx nssl{j bj ubzx jo Szolxlj 0Un|xngjx
Mj{
Xhz{ls
U{lq nss{nhslfx Nzs{jx ! u{hlxj{, //
6/ ^zjbx nxujhsx cjv{nljos uj{mjss{j nzq s`z{lxsjx cj xj xjosl{ h`mmj hajy jzq Bn xhz{ls
Bnhhzjlb
Bj h`of`{s
Nzs{jx ! u{hlxj{, //
7/ Bn {v`bzsl`o jo Szolxlj xj{nls-jbbj zo f{jlo u`z{ bn ha`lxl{ h`mmj cjxslonsl`o 0@zl
O`o
1/ Bn xlsznsl`o xhz{lsnl{j jo Szolxlj jxs kjnzh`zu ubzx mjlbbjz{j nu{x bn {v`bzsl`o/>/ Unx cz s`zs c'nhh`{c
;/ Unx c'nhh`{c
8/ Ol c'nhh`{c ol unx c'nhh`{c
3/ C'nhh`{c
:/ S`zs fnls c'nhh`{c
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
20/41
O`o
>5/ Jo v`zx m`os{nos bnfflhaj9 v`zx x`zvjojy v`zx bnv`l{ ci vz 0
@zl
O`o
>>/ Xl `zl xz{ ~zjb xzuu`{s mjcln 0Sb
Losj{ojs
[ncl`
Mngnyloj
Nfflhangj z{knlo
>;/ H`mmjos h`oxlcj{jy v`zx hjx nfflhajx uzkblhlsnl{jx 0S{x k`ooj
Ubzss k`ooj
Ij oj xnlx unx
Ubzss mnzvnlxj
S{x mnzvnlxj
>8/ Nu{x bn {v`bzsl`o cz >3 inovlj{" ;5>> jxs-hj ~zj bzoj cjx nfflhajx uzkblhlsnl{jx nlofbzjoh v`s{j ha`lq xz{ bn Szolxlj h`mmj zoj u{`hanloj cjxslonsl`o s`z{lxsl~zj/
Hj{snlojmjos zl
U{`knkbjmjos zl
Ij oj xnlx unx
U{`knkbjmjos o`o
Hj{snlojmjos o`o
Xl `zl bn~zjbbj 0
gj 9
Xjqj A`mmj Fjmmj
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
21/41
Onsl`onbls 9
U{`fjxxl`o 9 /
8, Nonb|ylog noc losj{u{jslog cnsnLo salx un{s wj n{j g`log s` u{jxjos xjvj{nb cjczhsl`ox f{`m cnsn `ksnlojc/
L/ Un{sjy-v`zx jo vnhnohjx 0
Wj hno cjczhj f{`m salx ulj han{s sans 75 * `f u`bbjc s`z{lxsx bldj s` g` sajl{ vnhnsl`ox
nk{`nc jlsaj{ `ohj `{ swlhj n |jn{/
LL/ sjx-v`zx anklsz vlxlsj{ bn Szolxlj 0
Salx ulj han{s sjbbx zx sans :5* `f u`bbjc s`z{lxsx n{j nhhzxs`mjc s` vlxls Szolxln noc saj
`saj{ un{s `f u`bbjc s`z{lxsx lx o`s nhhzxs`mjc s` vlxls ls/
85*
35*
;8*
7*
Un{sjy-v`zx jo vnhnohjx 0
> f`lx/no ; f`lx/no
8 f lx js ubzx/no S{x x zvjos
:5*:5*
sjx-v`zx anklsz vlxlsj{ bnSzolxlj 0
@zl O`o
Noxwj{x S`z{lxsxnoxwj{x
*
> f`lxno < 85*
; f`lxno >; 35*
8 f`lx jsubzxno
7 ;8*
S{x x`zvjos ; 7*
S@SNB[JXU@OXJX
85 >55*
Noxwj{x S`z{lxsxnoxwj{x
*
@zl >: :5
O`o >: :5
S@SNB[JXU@OXJX
85 >55
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
22/41
LLL/ U`z{ ~zjbbjx {nlx`ox vlxlsjy-v`zx bn Szolxlj 0
S`z{lxsx n{j h`mlog s` Szolxln f`{ mnlob| sw` salogx9 saj mnlo `oj lx f`{ bjlxz{j
nhslvlsljx noc saj xjh`oc lx f`{ u{`fjxxl`onb {jnx`ox/
>7
>
>3
5
;
U`z{ ~zjbbjx {nlx`ox vlxlsjy-v`zx bn
Szolxlj 0Vnhnohjx Sa{nulj
[nlx ox u{ fjxxl`oojbbjx S`z{lxmj mclhnb
Nzs{jx ! u{hlxj{,
Noxwj{x S`z{lxsx
noxwj{x
Vnhnohjx >7
Sa{nulj >
[nlx`ox
u{`fjxxl`oojbbjx>3
S`z{lxmjmclhnb 5
Nzs{jx !
u{hlxj{,;
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
23/41
LV/ H`mmjos nvjy-v`zx h`ooz!j, ~zj bn Szolxlj snls zoj cjxslonsl`o s`z{lxsl~zj 0
Saj cnsn u{jxjosjc lo salx kn{ han{s lx vj{| sjbblog/ Locjjc" s`z{lxsx wa` anvj do`wo
Szolxln nx n s`z{lxm cjxslonsl`o f{`m ncvj{slxlog hnmunlgox n{j `ob| >; h`mun{jc s` ;6
uj`ubj wa` anvj do`wo Szolxln jlsaj{ k| saj w`{c `f m`zsa sjhaol~zj" kjlog cjflojc k| saj
!Kzxlojxx Clhsl`on{|," nx @{nb `{ w{lssjo {jh`mmjocnsl`o k| n xnslxfljc hzxs`mj{ s`
saj u{`xujhslvj hzxs`mj{x `f n g``c `{xj{vlhj `{ k| `saj{ clffj{jos mjnox/
5
;
3
6
1
>5
>;
>3
H`mmjos nvjy-v`zx h`ooz!j, bn szolxljh`mmj zoj cjxslonsl`o s`z{lxsl~zj 0
Uzkblhls9!Nfflhajx
js unoojnzq
uzkblhlsnl{jx,
Zoj xzggjxsl`o
cnml!j,
Uzkblhls un{zj
cnox sv/{ncl`
Uzkblhls un{zj jo
blgoj
Nzs{jx ! u{hlxj{,
Noxwj{x S`z{lxsxnoxwj{x
Uzkblhls 9!Nfflhajx
js unoojnzq
uzkblhlsnl{jx,
:
Zoj xzggjxsl`o
cnml!j,>8
Uzkblhls un{zjcnox sv{ncl`
8
Uzkblhls un{zj jo
blgoj3
Nzs{jx ! u{hlxj{, >8
http://www.businessdictionary.com/definition/prospective.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/prospective.html -
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
24/41
V/ ^zjxs hj ~zl v`zx nssl{j bj ubzx jo Szolxlj 0
8 mnlo salogx" nhh`{clog s` saj kn{ han{s nk`vj" nss{nhs s`z{lxsx9 saj| n{j {jxujhslvjb| saj
bnocxhnujx" saj xjn noc saj xzlsnkbj u{lhjx
>6
>:
3
>:
>5
5 >5 ;5
^zjxs hj ~zl v`zx nssl{j bj ubzx joSzolxlj 0
Un|xngjx
Mj{
Xjhz{ls
U{lq nss{nhslfx
Nzs{jx !
u{hlxj{,
Noxwj{x S`z{lxsxnoxwj{x
Un|xngjx >6
Mj{ >:
Xjhz{ls 3
U{lq nss{nhslfx >:
Nzs{jx !
u{hlxj{,>5
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
25/41
VL/ ^zjbx nxujhsx cjv{nljos uj{mjss{j nzq s`z{lxsjx cj xj xjosl{ h`mmj hajyjzq 0
Lo salx mzbslubj ha`lhj ~zjxsl`o" saj g{jns mni`{ls| `f s`z{lxsx bldj s` kj wjbh`mjc/Wans
h`mjx ojqs lx xjhz{ls| noc h`mf`{s/
>>
;;
1
3
5 >5 ;5 85
^zjbx nxujhsx cjv{nljos uj{mjss{j nzqs`z{lxsjx cj xj xjosl{ h`mmj hajy jzq
0
Bn xjhz{ls
Bnhhjzlb
Bj h`of`{s
NZS[JX
Noxwj{x S`z{lxsxnoxwj{x
Bn
xjhz{ls
>>
Bnhhjzlb ;;
Bj h`of`{s 1
NZS[JX 3
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
26/41
VLL/ Bn {v`bzsl`o jo Szolxlj xj{nls-jbbj zo f{jlo u`z{ bn ha`lxl{ h`mmjcjxslonsl`o 0
Salx ~zjxsl`o lx locjjc nk`zs wajsaj{ saj {jv`bzsl`o w`zbc kj n kn{{lj{ f`{ ha``xlog
Szolxln `{ o`s/ Walbj :: * `f u`bbjc uj`ubj wj{j o`s {jnc| s` h`mj vlxls Szolxln jqnhsb| >
m`osa nfsj{ saj {jv`bzsl`o !JZ[@UJ >," 17* `f saj u`bbjc s`z{lxsx locjjc anvj {jvjnbjc sans
saj {jv`bzsl`o w`zbc o`s kj no `kxsnhbj "nfsj{ m`{j sano `oj |jn{ `f saj {jv`bzsl`o" f`{
ha``xlog Szolxln nx n s`z{lxm cjxslonsl`o/
>8*
17*
Bn {v`bzsl`o jo Szolxlj xj{nls-jbbj zo f{jlo u`z{ bn ha`lxl{
h`mmj cjxslonsl`o 0
@zl
O`o
Noxwj{x S`z{lxsxnoxwj{x
@zl 3
O`o ;6
S@SNB-[JXU@OXJX
85
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
27/41
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
28/41
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
29/41
Q/ Jo v`zx m`os{nos bnfflhaj9 v`zx x`zvjojy v`zx bnv`l{ ci vz 0
Cjxulsj saj fnhs sans saj ncvj{slxlog hnmunlgox wj{j bnzohajc m`{j sano > |jn{ ng` !>3sa
Fjk{zn{|" ;5>> noc Mn| 1*
;7*
5*
55*
Noxwj{x S`z{lxsxnoxwj{x
*
Sb ; >1*Losj{ojs 8 ;7*[ncl` 5 5*
Mngnyloj > 55*
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
30/41
Saj {jxzbsx nuujn{log lo saj ulj han{s nk`vj" cjm`oxs{nslog sans 3:* `f u`bbjc s`z{lxsx
anvj xjjo `oj `f saj ncvj{slxjmjosx `o u`xsz{jx !nfflhangj z{knlo," h`{{jxu`oc s` saj floclogx
nuujn{log lo saj ;55< nooznb {ju`{s `f saj @OSS {ju`{slog sans 3:" 85* `f saj s`snb
loxslszsl`onb uzkblhls| kzcgjs lx cjv`sjc s` ncvj{slxlog u`xsj{x/
G{nua >9cjv`sjc kzcgjs k| mjclzm !X`z{hj @OSS nooznb {ju`{s"
QLL/ H`mmjos h`oxlc{jy-v`zx hjx nfflhajx uzkblhlsnl{jx 0Wajo nxdlog s`z{lxsx s` glvj sajl{ `ulol`o nk`zs saj ncvj{slxjmjosx" L loxlxsjc sans
saj| xa`zbc glvj sajl{ `ulol`o `o nbb saj ncvj{slxjmjosx s`gjsaj{ noc o`s `oj k| `oj/
>5*
63*
;5*
8* 8*
H`mmjos h`oxlcj{jy v`zx hjxnfflhajx uzkblhlsnl{jx 0
S{x k`ooj
Ubzss k`ooj
Ij oj xnlx unx
Ubzss mnzvnlxj
S{x mnzvnlxj
Noxwj{x S`z{lxsxnoxwj{x
*
S{x k`ooj 8 >5*Ubzss k`ooj >< 68*
Ij oj xnlx unx 6 ;5*
Ubzss
mnzvnlxj> 8*
S{x mnzvnlxj > 8*
S@SNB[JXU@OXJX
85 >55*
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
31/41
Wajo nxdlog s`z{lxsx nk`zs sajl{ nuu{jhlnsl`o `f saj ncvj{slxjmjosx" saj mni`{ls| `f
sajm anvj {jvjnbjc n u`xlslvj nsslszcj s`wn{cx sajm" salx bjncx zx s` wans Vno [nlli anx xnlc
wajo aj xn|x sans9 saj nuu{jhlnsl`o `f n ncvj{slxjmjos xa`zbc joanohj sajl{ wlbblogojxx s`
kz| n u{`czhs `{ n xj{vlhj !Vno [nlli" >> jxs-hj ~zj bzoj cjx nfflhajxuzkblhlsnl{jx n lofbzjoh v`s{j ha`lq xz{ bn Szolxlj" h`mmj zoj u{`hanloj
cjxslonsl`o s`z{lxsl~zj/
[jnhalog saj bnxs ~zjxsl`o lo saj ~zjxsl`oonl{j" saj ncvj{slxjmjosx anc n xslmzbzx `ob| `o
>5* `f saj u`bbjc s`z{lxsx4 a`wjvj{" g{jns cjnbx `f sajm !:8 *, wj{j o`s lofbzjohjc k| `oj `f
saj sw` ncvj{slxjmjosx/
8*
7*
87*
;5*
88*
Nu{x bn {v`bzsl`o cz >3 inovlj{" ;5>>jxs-hj ~zj bzoj cjx nfflhajx
uzkblhlsnl{jx n lofbzjoh v`s{j ha`lq cjbn Szolxlj" h`mmj zoj u{`hanloj
cjxslonsl`o s`z{lxsl~zj/
Hj{snlojmjos
`zlU{`knkbjmjos
`zl
Ij oj xnlx unx
U{`knkbjmjos
o`o
Hj{snlojmjos
o`o
Noxwj{x S`z{lxsxnoxwj{x
*
Hj{snlojmjos
`zl> 8*
U{`knkbjmjos
`zl; 7*
Ij oj xnlx unx >> 87*
U{`knkbjmjos
o`o6 ;5*
Hj{snlojmjos
o`o>5 88*
S@SNB[JXU@OXJX
85 >55*
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
32/41
3, Gjoj{nb h`ohbzxl`oBnxs kzs o`s bjnxs" xjvj{nb u`losx mlgas kj c{nwo/ Locjjc" walbj `ob| >uj{x`o vlxlsx
Szolxln f`{ saj{nu| `{ mjclhnb s`z{lxm" sajxj sw` bnsj{x xa`zbc gjs mzha m`{j mjcln
nssjosl`o lo `{cj{ s` bjs s`z{lxsx gjs nhdo`wbjcgjc `f sajxj sw` u{`czhsx/ Saj xjh`oc
u`los lx sans sa{`zga saj ~zjxsl`o ozmkj{ 6" {jhjusl`o lx n vj{| lmu`{snos fnhs`{ jonkblog
s`z{lxsx s` fjjb nx lo sajl{ h`zos{ljx/ Saj f`bb`wlog u`los sans ojjcx s` kj algablgasjc lx ls
lx zxjbjxx s` uzs xzha sj{mlo`b`g| sans lx {jbnsjc s` {jv`bzsl`o !j/g/ zo hanmu cj {zlojx"
bjx flhx x`os mhanosx" bjx knbbjx fzxjos" bn sjoxl`o jxs x`o h`mkbj," xlohj 17* `f
s`z{lxsx cjhbn{j sans saj {jv`bzsl`o w`zbc o`s kj n kn{{lj{ f`{ ha``xlog Szolxln nx n
cjxslonsl`o/ Saj f`bb`wlog u`los sans ojjcx s` kj algablgasjc lx {nsaj{ h`os{nclhs`{|9 walbj
saj ozmkj{ `f s`z{lxsx wa` anvj do`wo L B`vj Szolxln !no `obloj ncvj{slxjmjos, lx :"
saj ozmkj{ `f s`z{lxsx wa` anvj do`wo Szolxlj n v`zx cj v`l{ !no `ffbloj
ncvj{slxjmjos, lx ; !xjj ~zjxsl`o
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
33/41
:, [jh`mmjocnsl`oxXjvj{nb {jh`mmjocnsl`ox" {jgn{clog salx ~zjxsl`oonl{j noc salx unuj{" mlgas kj sndjo
los` h`oxlcj{nsl`o f`{ f`{sah`mlog xlmlbn{ {jxjn{ha xzkijhsx/
85 s`z{lxsx n{j o`s jo`zga" >55 4a`wjvj{" mlgas kj jo`zga f`{ saj
{j~zl{jmjosx `f n h`mubjsj xnmubj
N fljbc {jxjn{ha xa`zbc kj c`oj lo saj ubnhj waj{j saj hnmunlgox wj{j
bnzohajc !j/g/ F{nohj,
Nbb saj ncvj{slxjmjosx xa`zbc kj lohbzcjc wajo s`z{lxsx n{j nxdjc s` glvj
sajl{ `ulol`o nk`zs saj ncx/
Nx saj floclogx lo saj ~zjxsl`oonl{j !~zjxsl`o :, anvj cjm`oxs{nsjc sans `oj
`f saj mnlo salogx nss{nhslog s`z{lxs lx saj nss{nhslvj u{lhjx" ncvj{slxlog
ngjohljx noc xujhlnblxsx mn| h`oxlcj{ salx un{slhzbn{ u`los lo saj f`{sah`mlog
ncvj{slxjmjosx/
nx75 * `f saj u`bbjc s`z{lxsx bldj s` xujoc sajl{ vnhnsl`ox nk{`nc jlsaj{ `ohj
`{ swlhj n |jn{" salx fnhs mlgas kj zxjc f`{ f`{sah`mlog ncvj{slxjmjosx/
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
34/41
[jfj{johjx
H`xanbb" I/ S/ !;558,/ Saj sa{jns `f sj{{`{lxm nx no losj{vjosl`o `o losj{onsl`onb s{nvjb fb`wx/
I`z{onb `f S{nvjb [jxjn{ha" 3;!3," 3->;/
Fn{jx Mnk{`zd" Mnss MhC`onbc" Xsjbn M`hno" Slm` Xzmmn" Saj Szolxlno S`z{lxm
Hbzxsj{ Saj Mlh{`jh`o`mlhx `f H`mujslslvjojxx" An{vn{c Zolvj{xls|" Mn| ;551
Inh`k B/Mj|" Xn{na Kbnhdwjbb" Hbnzcln Hnffl" K{zhj F{nxj{" An{smzs Ankj{bnoc" Ojnb [/
O`{{ld" Saj`c`xxln X`zbn Unvblc`z" Djo Sz{oj{/!;551,/I`z{onb `f u{ngmnslhx 35 !;,";56-;57
Vno [nlli"w/f{jc" U`xsm`cj{o h`oxzmusl`o/ I`z{onb `f Jh`o`mlh Ux|ha`b`g|" >3!8,"
!>/f{ Xj{ljy-v`zx u{s u{joc{j v`x vnhnohjx jo Szolxlj nzi`z{cazl 0 www/onwnns/ {g @ x`os unxxx bjx f`ocx lovjxslx u`z{ u{`m`zv`l{ bj s`z{lxmj szolxljo 0
www/d`zcjsn/w`{cu{jxx Xs{jjs mn{djslog cjflolsl`o
www/s`z{lxmng/h`m O`zvjbbj hnmungoj cj u{`m`sl`o cj bn Szolxlj
www/s`z{lxmng/h`m Zoj hnmungoj chnbj u`z{ {jbnohj{ bn cjxslonsl`o Szolxlj
www/kzxlojxxojwx/h`m Bj o`mk{j cj s`z{lxsjx Halo`lx n s{lub jo ;5>>
www/wjkmnongj{hjosj{/h`m S`z{lxmj" bn cj{ol{j hnmungoj cj b@OSS cjxhjoczj un{
bjx Szolxljox" nuubnzclj cnox bAjqng`oj un{ Nmjb Cinls
www/hln/g`v saj-w`{bc-fnhsk``d
www/sajju`haslmjx/h`m Zovjlblog Szolxln9 Jq`slh Los{`czhsl`o s` saj N{nk W`{bc
www/h`mjs`szolxln/h`/zd n{hanj`b`glhnb xlsjx
http://www.europe1.fr/http://www.nawaat/http://koudeta.wordpress.com/2007/03/02/street-marketing-definition/http://www.tourismag.com/http://www.tourismag/http://www.businessnews/http://www.webmanagercenter.com/http://www.cia/http://www.theepochtimes/http://www.cometotunisia/http://www.cometotunisia/http://www.theepochtimes/http://www.cia/http://www.webmanagercenter.com/http://www.businessnews/http://www.tourismag/http://www.tourismag.com/http://koudeta.wordpress.com/2007/03/02/street-marketing-definition/http://www.nawaat/http://www.europe1.fr/ -
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
35/41
Flgz{jx" snkbjx noc G{nuax
Flgz{j >9 B`hnsl`o `f Szolxln lo saj Mjclsj{{nojno Knxlo noc lsx h`nxsnb
n{jn////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////ungj ;
Flgz{j ;9Saj{mnb Knsax `f Nos`olozx9 Hn{sangj"Szolxln
!sajju`haslmjx/h`m,ungj8
Snkbj >9 cjv`sjc ncvj{slxlog kzcgjs Jz{`ujno h`zos{ljx !@OSS nooznb {ju`{s ;55
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
36/41
Noojqjx
^zjxsl`oonl{j
Cnox bj hnc{j czoj szcj xj {nuu`{snos mjxz{j{ blmunhs cjx hnmungojx uzkblhlsnl{jx xz{ bj
s`z{lxmj" o`zx v`zx cjmnoc`ox cj kljo v`zb`l{ {u`oc{j nzq ~zjxsl`ox xzlvnosjx 9
>/ N ~zjbbj f{~zjohj v`|ngj{ v`zx 0S{x x`zvjos
X`zvjos
[n{jmjos
S{x {n{jmjos
;/ ^zjbx nxujhsx cjv{nljos uj{mjss{j nzq s`z{lxsjx cj xj xjosl{ h`mmj hajy jzq Bn xhz{ls
Bnhhzjlb
Bj h`of`{s
Nzs{jx !u{hlxj{, //
8/ sjx-v`zx anklsz vlxlsj{ bn Szolxlj 0@zl
O`o
3/
^zjxs hj ~zl v`zx nssl{j bj ubzx jo Szolxlj 0Un|xngjx
Mj{
Xhz{ls
U{lq nss{nhslfx
Nzs{jx ! u{hlxj{, //
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
37/41
:/ U`z{ ~zjbbjx {nxl`ox vlxlsjy-v`zx bn Szolxlj 0Vnhnohjx [nlx`ox u{`fjxxl`oojbbjx
Sa{nulj S`z{lxmj mclhnb
Nzs{jx ! u{hlxj{, //
6/ Bn {v`bzsl`o jo Szolxlj xj{nls-jbbj zo f{jlo u`z{ bn ha`lxl{ h`mmj cjxslonsl`o 0@zl
O`o
7/ Bn xlsznsl`o xhz{lsnl{j jo Szolxlj jxs kjnzh`zu ubzx mjlbbjz{j nu{x bn {v`bzsl`o/6/ Unx cz s`zs cnhh`{c
7/ Unx cnhh`{c
1/ Ol cnhh`{c ol unx cnhh`{c
5/ S`zs fnls cnhh`{c
1/ Nvjy-v`zx josjocz un{bj{ cj bn hnmungoj uzkblhlsnl{jL b`vj Szolxln
@zl
O`o
Szolxlj v`zx cj v`l{
@zl
O`o
5/ Xl `zl xz{ ~zjb xzuu`{s mjcln 0Sb
Losj{ojs
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
38/41
[ncl`
Mngnyloj
Nfflhangj z{knlo
>>/ H`mmjos h`oxlcj{jy v`zx hjx nfflhajx uzkblhlsnl{jx 0s{jx k`ooj
ubzss k`ooj
ij oj xnlx unx
ubzss mnzvnlxj
s{jx mnzvnlxj
>;/ Jxs-hj ~zj bzoj cjx nfflhajx uzkblhlsnl{jx n lofbzjoh v`s{j ha`lq cj bn Szolxlj" nu{xbn {v`bzsl`o" h`mmj zoj u{`hanloj cjxslonsl`o s`z{lxsl~zj/
Hj{snlojmjos zl
U{`knkbjmjos zl
Ij oj xnlx unx
U{`knkbjmjos o`o
Hj{snlojmjos o`o
gj 9
Xjqj A`mmj Fjmmj
Onsl`onbls 9
U{`fjxxl`o 9 /
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
39/41
Zxjc Ulhsz{jx !ncvj{slxjmjosx, cz{log saj jquj{lmjos
L b`vj Szolxln ncvj{slxjmjos
Szolxlj/ N v`zx cj v`l{ ncvj{slxjmjosx
!N xjs `f ncvj{slxjmjosx,
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
40/41
-
7/31/2019 The Impact of tourism advertising campaigns The case of post revolution Tunisian Tourism
41/41