ROYAL TULIP AL RASHEED HOTEL AS AN EXAMPLE

Abstract

The purpose of study is to exam the impact and existence of the link between the marketing mix (product, price, promotion, place) as independent variable with local brand as dependent variable by using the Royal Tulip Al Rasheed Hotel’ brand as a model for five stars’ hotels of Baghdad. The study showed that, given marketing variables which have taken on considerable importance for this consumer, the guests had a positive image of Royal Tulip Al Rasheed Hotel. The findings of this study also revealed a statistically significant link between the components of marketing mix and good perception of Royal Tulip Al Rasheed Hotel, while also showing a statistical effect on the perception of that brand for each of these variables. The research ends with guidelines and a guide for Marketing factors contribute to enhancing the local brand identity and the criteria for the implementation of this model.