International Journal of Interactive Mobile Technologies(iJIM) – eISSN: 1865-7923 – Vol 16 No 12 (2022) Short Paper—E-marketing by Mobile Apps for Tourism Products and Its Impact on the Performance of... E-marketing by Mobile Apps for Tourism Products and Its Impact on the Performance of Travel and Tourism Organizations https://doi.org/10.3991/ijim.v16i12.30515 Nabil Mohemmed Al-Hazmi() College of Business Administration, Prince Sattam bin Abdulaziz University, Al-Kharj, Kingdom of Saudi Arabia n.alhazmi@psau.edu.sa Abstract—This study seeks to study E-marketing by mobile Apps for tourism products and its impact on the performance of travel and tourism organizations in Al-Kharj Governorate. The research dealt with scientific and theoretical analysis. The descriptive method of analysis was used to conduct this study. Moreover, a special questionnaire form was distributed and was designed to the (200) study sample organizations. The study ended up with the presence of an impact of E-Tourism Marketing at the level of services provided by tourism organizations in Al-Kharj Governorate, and provided important recommendations, the most important of which is to work on providing the infrastructure for E-Marketing by mobile apps technology to allow for the provision of the best services among tourism service providers and those who are in charged in providing them. Keywords—mobile apps, E-Marketing, tourism services, customer, satisfaction, performance 1 Introduction With the development of technology and the emergence of E-marketing by mobile Apps as a new type of marketing for any product, service or idea on the internet for its characteristics beyond traditional marketing, E-marketing by mobile Apps has become the most effective marketing tool for various sectors, among them is the tourism sector. Many countries all over the world have succeeded in developing and revitalizing their tourism and attracting tourists from all over the world to visit through E-Marketing. E-marketing by mobile Apps is the process of marketing the tourism product in its attractive areas, services to offer programs online to create the desires and motivations for consuming the tourist product as well as expanding the tourist market and attract as many as possible of this service demanders as well as constructing a positive image of the country as a tourism destination internally and externally. The importance of using E-marketing by mobile Apps in tourism organizations provide services in tourism des- tinations internally and externally through this technology remotely through tourism sites or companies. It shortens time and distances, reducing efforts, costs and resources iJIM ‒ Vol. 16, No. 12, 2022 145 https://doi.org/10.3991/ijim.v16i12.30515 mailto:n.alhazmi@psau.edu.sa Short Paper—E-marketing by Mobile Apps for Tourism Products and Its Impact on the Performance of... and get rid of spatial barriers. This allows tourism organizations to reach important results in terms of presence in tourism markets, enhanced the quality of services, as well as more effective human resources management in these organizations and tour- ism customers at the same time. 1.1 Study problem The problem is represented in the following question: What is the impact of E-marketing by mobile Apps on the level of service perfor- mance in travel & tourism organizations in the Kingdom of Saudi Arabia. 1.2 Study importance The importance of the study is highlighted by the significant impact of E-marketing by mobile Apps on the services of travel and tourism organizations, especially in adopt- ing the level of service performance as it represents the essence of the process of senior departments in developing strategies, which are represented in the speed of service delivery and improving its performance to meet the desires and tastes of the tourists. 1.3 Study objective The study aims at demonstrating the impact of the use of E-marketing by mobile Apps on the level of services of Saudi travel and tourism organizations. 1.4 Study hypothesis This study seeks to test the following hypothesis: There is no impact on E-marketing by mobile Apps in terms of providing services to Saudi travel and tourism organizations at a significant level (0.05). 1.5 Study population & sample The study population consists of all travel and tourism organizations in Al-Kharj governorate. The sample of the workers in these (200) organizations was randomly selected. The responding rate was 100% through the questionnaire form distributed to them. The study questionnaire was distributed to the tourism organizations in Al-Kharj Governorate as described in Table 1. 146 http://www.i-jim.org Short Paper—E-marketing by Mobile Apps for Tourism Products and Its Impact on the Performance of... Table 1. Distribution of the study sample to travel and tourism organizations in Al-Kharj governorate N. Type of Tourism Organization Sample Size Ratio 1 Travel Agencies 75 38% 2 Hotels 68 34% 3 Restaurants 37 17% 4 Barks 20 10% Total 200 100% 1.6 Study methodology The study used the descriptive analytical method through the use of secondary sources of books, research, previous studies and reports and primary data was collected through designing a questionnaire form to cover the study objectives, consisting of a number of axes covering the study objectives, distributed to the study sample consist- ing of (200) organizations. 1.7 Study model The level of Performance of Travel and Tourism Services E-marketing by mobile Apps. Software. Procedures. Equipment and Tools. Human Resource Skills. 2 Literature review There are some studies, which dealt with tourism marketing in Al-Kharj Governor- ate, As the study [4] stressed on the importance of E-Marketing methods in improving the quality of tourism services provided to customers. The study [5] also recommended the need to use E-Marketing in order to improve the customer service provided by tourism organizations to their customers in Al-Kharj Governorate. The study [6,7] concluded with the importance of using E-Marketing methods and ways to build a relationship with customers of tourism organizations and provide products, which are capable to keep them for a long time and enhance their loyalty to these organizations. The study [3] also stressed on the importance of using tourist applications associated with E-Marketing and working to provide a clear picture of these services through these applications, booking and payment via them. The study [1] stressed on the importance iJIM ‒ Vol. 16, No. 12, 2022 147 Short Paper—E-marketing by Mobile Apps for Tourism Products and Its Impact on the Performance of... of using E-Tourism Marketing in marketing the services of tourism organizations and strengthening long lasting relationship with customers, and the study [2] stressed on the need to diversify ways of marketing tourism services between traditional marketing and E-Marketing methods in order to reach a wide range of tourists. The study [9] stated that the use and application of E-Marketing in tourism activities will lead to the devel- opment and progress of tourism services, which in turn contributes to the development and prosperity of the tourism industry as a whole. The study [10] recommended the need to use E-Marketing methods in travel organizations to reach out their customers, expand their activities and build an everlasting relationship with them. The Study [8] found that there is a significant impact on the use of E-Marketing in improving and developing the services of travel and tourism organizations and strengthening a long lasting relationship with their customers. Then gaining a large market share. Through reviewing the previous studies, most of these studies were conducted else- where other than the current study area and dealt with tourism in general. Hence, we find that this study is different from the previous studies, which deals with the impact of the use of E-marketing by mobile Apps on tourism services offered to tourists in travel and tourism organizations in Al-Kharj Governorate, Kingdom of Saudi Arabia. 3 Applied study result analysis 3.1 Testing the variables of e-marketing by mobile apps and performing services The related arithmetic means and standard deviation to the answers of the study sample were determined as follows: 1. Software Table 2. Analysis of the software N. Software Mean Std. Deviation 1 Tourism organizations rely on software with a global design in the process of providing tourism services. 4.214 1.146 2 The organization uses multi-purpose software to provide good services and follow-up guests. 3.961 1.201 3 The organization uses simple software. 3.458 1.326 4 The organization relies on systems that are expert in the delivery of tourism services. 3.654 1.317 5 The organization benefits from the software used to provide tourism services in the planning and issuing of periodic reports. 4.104 1.231 Total 3.968 1.221 From Table 2, the overall arithmetic mean of the software axis was (3.968), which is larger than the default standard mean (3) and with a standard deviation (1.221). 148 http://www.i-jim.org Short Paper—E-marketing by Mobile Apps for Tourism Products and Its Impact on the Performance of... This indicates that study sample tourism organizations are interested in relying on software for the tourism sector, as evidenced by the various axis paragraphs that support this trend. 2. Procedures Table 3. Analysis of the procedures N. Procedures Mean Std. Deviation 1 Procedures are constantly updated in accordance with the nature of the software. 3.434 1.312 2 The organization provides a software guide. 3.102 1.218 3 The use of IT devices reduces the incidence of evasion of work in the tourism sector. 3.745 1.103 4 The procedures for using marketing IT devices are updated with the development of these devices. 3.544 1.220 5 The use of IT devices provides a state of transparency at work in tourism organizations. 3.712 1.121 Total 3.427 1.305 From Table 3, the overall arithmetic mean of the procedures axis was (3.427), which is larger than the default standard mean (3) and with a standard deviation (1.305). This indicates that study sample tourism organizations rely on procedures, steps and paths, which correspond to E-marketing by mobile Apps procedures and this is illustrated by the various axis paragraphs that support this trend (1.2.3–4.5). 3. Equipment & Tools Table 4. Analysis of the equipment & tools N. Equipment and Tools Mean Std. Deviation 1 The organization has to the use of marketing IT devices to address the work failures, which occur in the tourism sector. 3.022 1.465 2 The organization uses computer devices for tourism services. 3.574 1.320 3 IT devices are used to increase the organization’s revenues. 3.442 1.304 4 IT devices ensure the credibility of the work. 3.761 1.213 5 IT devices reduce the time required for hotel work. 3.864 1.104 Total 3.589 1.386 From Table 4, it is clear that the overall arithmetic mean of the equipment axis and performance was (3.589), which is larger than the default standard mean (3) and with a standard deviation (1.386). This indicates that research tourism organizations rely on equipment and tools, which facilitate E-marketing by mobile Apps, as evidenced by the various axis paragraphs that support this trend (1.2.3.4.5). iJIM ‒ Vol. 16, No. 12, 2022 149 Short Paper—E-marketing by Mobile Apps for Tourism Products and Its Impact on the Performance of... 4. Human resources skills Table 5. Analysis of the human resources skills N. Human Resources Skills Mean Std. Deviation 1 The organization employs scientifically and practically qualified staff in the use of IT and tourism marketing. 3.447 1.328 2 The use of marketing IT has increased the process of providing services to guests better. 3.458 1.323 3 The organization provides training programs for marketing IT professionals to develop their skills. 3.004 1.237 4 The use of IT devices gives a state of trust among individuals working in the organization. 3.752 1.476 5 IT devices help avoid slowness and lateness in work. 3.622 1.300 Total 3.520 1.372 Table 5 illustrates that the overall arithmetic mean of the human resources skills Axis was (3.520), which is larger than the default standard mean (3) and with a standard deviation of (1.372). This indicates that study sample tourism organizations rely on special skilled human resources to carry out E-Marketing mobile applications tasks, as evidenced by the various axis paragraphs that support this trend (1.2.3.4.5). 3.2 Analysis of the correlation relationship In order to verify the hypothesis of the correlation between the variables of E-marketing by mobile Apps and the level of service performance in the hospitality industry, the correlation relationship has been studied as follows: Table 6. Analysis of the correlation between the variables of E-marketing by mobile Apps and the level of performance of travel and tourism organizations N. Variables Performance Significance 1 Software 0.345 0.05 2 Procedures 0.562 0.05 3 Equipment and Tools 0.752 0.05 4 Human Resource Skills 0.647 0.05 The Table 6 illustrates the following: There is a strong correlation at a moral level (0.05) between software and the performance of travel and tourism organizations, with a correlation coefficient value (0.345) illustrating the use of software by tourism orga- nizations in tourism marketing technology. There is a strong correlation at a moral level (0.05) between procedures and the performance of travel and tourism organizations, as the value of the correlation coefficients (0.562) show the use of tourism organiza- tions for procedures in tourism marketing technology. It is also clear that there is a 150 http://www.i-jim.org Short Paper—E-marketing by Mobile Apps for Tourism Products and Its Impact on the Performance of... correlation between a moral level (0.05) between equipment and tools and the perfor- mance of travel and tourism organizations, as the value of the correlation coefficient (0.752) shows the use of equipment and equipment by tourism organizations in tourism marketing technology. The previous table also shows that there is a correlation rela- tion between the qualified human resources and the performance of travel and tourism organizations, as the value of the correlation coefficient (0.647) shows that the tourism marketing organizations recruit qualified human resources for marketing technology. 3.3 Analysis of the impact of the relationship between the variables of E-marketing by mobile apps and the level of performance of services provided by travel and tourism organizations and the testing of the study hypotheses Table 7. Analysis of the relationship between the variables of E-marketing by mobile apps and the level of performance of tourism and travel services N. Variables F (Calculated) B (Regression coefficient) T (Value) 1 Software 1.002 –2.962 35.647 2 Procedures 1.201 –4.327 54.698 3 Equipment and Tools 39.21 9.854 20.431 4 Human Resource Skills 45.652 8.698 39.246 Based on Table 7, the calculated F value is equal to (42.002) and compared to the scheduling value at a moral level (0.05) and since the calculated (F) value is greater than the scheduling value, it accepts the research hypothesis and rejects the dullness. This is because of the impact variable of E-marketing by mobile Apps technology on the service performance provided in travel and tourism organizations using software. The table also illustrates that the calculated (F) value is equal to (40.201) and compared to the scheduling value at a moral level (0.05) and since the calculated (F) value is greater than the scheduling value as the research hypothesis accepted and rejects the dullness. This is because of the changing impact of E-marketing by mobile Apps tech- nology on the service performance provided in travel and tourism organizations using its own procedures. The previous table indicates that the calculated (F) value is equal to (39.21) and compared to the scheduling value at a moral level (0.05) and since the cal- culated (F) value is greater than the scheduling value, the research accepted the study hypothesis and rejected the dullness. This is because of the impact variable of E-mar- keting by mobile Apps on the service performance provided in travel and tourism orga- nizations using equipment and equipment used by travel and tourism organizations in Al-Kharj Governorate. It is also clear that the calculated (F) value is equal to (45.652) and compared to the scheduled value at a moral level (0.05) and since the calculated (F) value is greater than the scheduling value. The research accepted the study hypoth- esis is and rejected the dullness. This is because the impact variable of E-marketing by mobile Apps on the service performance provided in travel and tourism organizations using human resources skills in these organizations. iJIM ‒ Vol. 16, No. 12, 2022 151 Short Paper—E-marketing by Mobile Apps for Tourism Products and Its Impact on the Performance of... 4 Conclusion Through reviewing the study results and through the analysis of its various axes and testing its hypotheses, we find that the adoption of E-marketing by mobile Apps needs material possibilities and skills of competent human resources as a result of the change in the tastes of tourists and their desires in the tourist markets. There is a strong cor- relation between hardware, equipment, human resources, software and procedures and the level of performance in travel and tourism organizations in Al-Kharj. Therefore, these organizations must provide the infrastructure with E-marketing by mobile Apps, allowing for the best services between tourism service providers and those in charged for providing them. In addition to work to develop the human resource skills working in these organizations by introducing them with development courses for promoting in a way that contributes to the development of their E-marketing by mobile Apps skills. 5 References [1] AL-Awathi, A, “Online tourism marketing and its importance for travel and tourism organi- zations”, Journal of Financial and Administrative Studies, Vol. 8, no. 4, pp. 237–252, 2021. [2] Abdulhalim, A, “The use of electronic marketing in tourism organizations”, Journal of Economic Studies, Vol. 11, no. 5, pp. 312–324, 2021. [3] Al-Hazmi, N, “Social networks apps and their role in tourism marketing in the Kingdom of Saudi Arabia”, International Journal of Interactive Mobile Technologies, Vol. 15, no. 20, pp. 161–170, 2021. https://doi.org/10.3991/ijim.v15i20.23743 [4] Al-Hazmi, N, “A study on the dimensions of the quality of tourism services in the Kingdom of Saudi Arabia”, Management Science Letters, Vol. 10, no. 5, pp. 1115–1120, 2020. https:// doi.org/10.5267/j.msl.2019.10.030 [5] AL-hazmi, N & Hassan, Y, “Barriers on marketing tourism services and their impacts on customer awareness”, Management Science Letters, Vol. 10, no. 11, pp. 2603–2608, 2020. https://doi.org/10.5267/j.msl.2020.3.033 [6] Al-Hazmi, N, “The impact of customer relationship management on customer retention in travel and tourism organizations”, Management Science Letters, Vol. 11, no. 1, pp. 247–252, 2021. https://doi.org/10.5267/j.msl.2020.8.009 [7] Al-Hazmi, N, “The use of mobile phones and their apps in tourism marketing in the Kingdom of Saudi Arabia”, International Journal of Interactive Mobile Technologies, Vol. 15, no. 6, pp. 193–202, 2021. https://doi.org/10.3991/ijim.v15i06.20635 [8] Hammad, S, “Electronic tourism marketing and its impact on the development of services for travel companies”, Babylon University Journal, Vol. 21, no. 4, pp. 1040–1059, 2018. [9] Shalgheem, G, “Modern marketing trends in tourism management and their role in develop- ing and improving the performance of tourism services: E-tourism marketing as a model”, Algerian Journal of Security and Development, Vol. 6, no. 1, pp. 191–207, 2019. [10] Wathah, S, “The impact of electronic marketing on the tourism field”, Management Sciences Journal, Vol. 9, no. 3, pp. 316–334, 2020. 152 http://www.i-jim.org https://doi.org/10.3991/ijim.v15i20.23743 https://doi.org/10.5267/j.msl.2019.10.030 https://doi.org/10.5267/j.msl.2019.10.030 https://doi.org/10.5267/j.msl.2020.3.033 https://doi.org/10.5267/j.msl.2020.8.009 https://doi.org/10.3991/ijim.v15i06.20635 Short Paper—E-marketing by Mobile Apps for Tourism Products and Its Impact on the Performance of... 6 Author Nabil Mohemmed Al-Hazmi, is currently working in the Department of Marketing, College of Business Administration, Prince Sattam bin Abdulaziz University, Kingdom of Saudi Arabia. Article submitted 2022–03–01. Resubmitted 2022–04–12. Final acceptance 2022–04–12. Final version published as submitted by the authors. iJIM ‒ Vol. 16, No. 12, 2022 153