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[ÐéÛÂ<êÂ^ŞÎ<ØӎÚ<Ý_<ÐèçŠi<ØӎÚ<V†ñ]ˆ¢]<»<íu^éŠÖ]

‫ ﻣﺸﻜﻞ ﺗﺴﻮﻳﻖ ﺃﻡ ﻣﺸﻜﻞ ﻗﻄﺎﻋﻲ ﻋﻤﻴﻖ؟‬:‫ﺍﻟﺴﻴﺎﺣﺔ ﰲ ﺍﳉﺰﺍﺋﺮ‬

‫ ﻳﻮﲨﻴﻌﺔ ﻋﻤﺮ‬.‫ﺃ‬ ‫ﺳﺎﳌﻲ ﲰﲑ‬.‫ﺃ‬

،‫ ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﻋﻠﻮﻡ ﺍﻟﺘﺴﻴﲑ‬، ‫ﺃﺳﺘﺎﺫ ﻣﺴﺎﻋﺪ‬ ،‫ ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﻋﻠﻮﻡ ﺍﻟﺘﺴﻴﲑ‬، ‫ﺃﺳﺘﺎﺫ ﻣﺴﺎﻋﺪ‬
‫ﺟﺎﻣﻌﺔ ﺟﻴﺠﻞ‬ ‫ﺟﺎﻣﻌﺔ ﺟﻴﺠﻞ‬

:‫ﺍﳌﻠﺨﺺ‬
‫ ﻭﻛﺜﲑﺍ ﻣﺎ ﺷﻜﻞ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻌﺎﻣـﻞ‬،‫ﻳﻌﺘﱪ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺴﻴﺎﺣﻲ ﺃﺩﺍﺓ ﻭﻭﻇﻴﻔﺔ ﻣﻬﻤﺔ ﻟﻠﺘﻌﺮﻳﻒ ﺑﺎﳌﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﻟﱵ ﺗﺘﻴﺤﻬﺎ ﳐﺘﻠﻒ ﺍﻟﻮﺟﻬﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ‬
‫ﻢ ﺗﻠﻌﺐ ﺩﻭﺭﺍ ﻣﻬﻤﺎ ﰲ ﻫـﺬﺍ‬‫ ﻓﻄﺮﻳﻘﺔ ﺗﻘﺪﱘ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻭﺃﺳﺎﻟﻴﺐ ﺍﻏﺮﺍﺀ ﺍﻟﺴﻴﺎﺡ ﻭﺟﺬ‬،‫ﺍﶈﺪﺩ ﻻﺧﺘﻴﺎﺭ ﻭﺟﻬﺔ ﺳﻴﺎﺣﻴﺔ ﻋﻠﻰ ﺣﺴﺎﺏ ﺍﻟﻮﺟﻬﺎﺕ ﺍﻷﺧﺮﻯ‬
‫ ﻭﻳﺰﺩﺍﺩ ﺩﻭﺭ ﺍﻟﺘﺴﻮﻳﻖ ﺃﳘﻴﺔ ﻛﻠﻤﺎ ﺗﻌﺪﺩﺕ ﺍﳌﺘﺎﺣﺎﺕ ﻭﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﺫ ﳚﺪ ﺍﳌﺴﻮﻗﻮﻥ ﺑﺪﺍﺋﻞ ﻣﺘﻌﺪﺩﺓ ﳝﻜﻦ ﻣﻦ ﺧﻼﳍﺎ ﺍﻏـﺮﺍﺀ ﺍﻟﺴـﻴﺎﺡ ﻭﺗﻮﺟﻴـﻪ‬،‫ﺍﳉﺎﻧﺐ‬
‫ ﻓﻌﻠﻰ ﺍﻟﺮﻏﻢ ﻣﻦ ﻣﻮﻗﻌﻬﺎ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻭﻣﺴﺎﺣﺘﻬﺎ ﺍﻟﺸﺎﺳﻌﺔ ﺍﻟﱵ ﺃﻛﺴﺒﺘﻬﺎ ﺗﻨﻮﻋـﺎ ﺟﻐﺮﺍﻓﻴـﺎ‬،‫ ﺇﻻ ﺃﻥ ﺍﻟﻮﺿﻊ ﳜﺘﻠﻒ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﺠﺰﺍﺋﺮ‬،‫ﺳﻠﻮﻛﻬﻢ ﳓﻮ ﻭﺟﻬﺔ ﻣﻌﻴﻨﺔ‬
‫ ﻟﻜﻦ ﺍﻟﻮﺍﻗﻊ ﻳﺸـﲑ ﺇﱃ‬،‫ﺎﻝ ﺍﻟﺴﻴﺎﺣﻲ‬‫ﻭﻣﻨﺎﺧﻴﺎ ﻭﺑﻴﻮﻟﻮﺟﻴﺎ ﺟﻌﻠﻬﺎ ﲤﻠﻚ ﻣﻦ ﺍﳌﻮﺍﺻﻔﺎﺕ ﻭﺍﳌﺘﺎﺣﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻣﺎ ﻳﺆﻫﻠﻬﺎ ﻷﻥ ﺗﻜﻮﻥ ﻣﻦ ﺍﻟﺪﻭﻝ ﺍﻟﺮﺍﺋﺪﺓ ﺇﻗﻠﻴﻤﻴﺎ ﰲ ﺍ‬
‫ ﳑﺎ ﻳـﻮﺣﻲ‬،‫ ﻓﻤﺆﺷﺮﺍﺕ ﺃﺩﺍﺀ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﰲ ﺍﳉﺰﺍﺋﺮ ﻋﻠﻰ ﻣﺪﺍﺭ ﺍﻟﺴﻨﻮﺍﺕ ﺍﳌﺎﺿﻴﺔ ﺗﺸﲑ ﺑﻮﺿﻮﺡ ﺇﱃ ﺍﻟﻀﻌﻒ ﺍﻟﻜﺒﲑ ﺍﻟﺪﻱ ﻳﺸﻬﺪﻩ ﻫﺬﺍ ﺍﻟﻘﻄﺎﻉ‬،‫ﻋﻜﺲ ﺫﻟﻚ‬
.‫ﺑﺄﻥ ﺃﺯﻣﺔ ﺍﻟﺴﻴﺎﺣﺔ ﰲ ﺍﳉﺰﺍﺋﺮ ﻗﺪ ﺗﺘﺠﺎﻭﺯ ﻣﺴﺄﻟﺔ ﺍﻟﻔﺸﻞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬
.‫ ﻣﺆﺷﺮﺍﺕ ﺍﻟﺴﻮﻕ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮﻱ‬،‫ ﺍﻟﻮﺟﻬﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ‬،‫ ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﺴﻴﺎﺣﻲ‬،‫ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺴﻴﺎﺣﻲ‬:‫ﺍﻟﻜﻠﻤﺎﺕ ﺍﳌﻔﺘﺎﺣﻴﺔ‬

Abstract:
Tourism marketing is an important tool and a vital function for promoting touristic products offered by
various destinations. Marketing has often constitued a determinant factor for promoting touristic
destinations. Ways to provide touristic products and tourists luring play an determinant role in this aspect.
The importance of marketing goes increasingly as touristic potentialities are multipied. Within this situation
marketers have several alternatives to use for attracting new clients towards a determined destination.
However, that is not the case in Algeria in spite of its strategic position and its virgin landscapes,
authenticity and its vastness witch grants it a rich biodiversity and diversified climate. In fact, Algeria has all
the opportunities to be a leader country in tourism. Unfortunatly the case is nearly opposit, the indicators
linked to touristic activies performance in last few years show a clear weakness in this sector hinting that the
tourism crisis in Algeria would overpass the question of marketing echec.
Key words: Tourisme marketing, tourisme marketing mix, tourist destinations, Algerian tourist market
idices.

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 ‫‪ì…^rjÖ]æ<^’jÎøÖ<ð^´<í×¥‬‬
‫]‪[ÐéÛÂ<êÂ^ŞÎ<ØӎÚ<Ý_<ÐèçŠi<ØӎÚ<V†ñ]ˆ¢]<»<íu^éŠÖ‬‬
‫ﲤﻬﻴﺪ‪:‬‬
‫ﱂ ﻳﻌﺪ ﺧﻔﻴﺎ ﺍﻟﻴﻮﻡ ﻣﺪﻯ ﺍﻟﺘﻄﻮﺭ ﻭﺍﻟﻨﻤﻮ ﺍﻟﺬﻱ ﺷﻬﺪﺗﻪ ﺻﻨﺎﻋﺔ ﺍﻟﺴﻴﺎﺣﺔ ﻋﻠﻰ ﺍﳌﺴﺘﻮﻳﲔ ﺍﻹﻗﻠﻴﻤﻲ ﻭﺍﻟﺪﻭﱄ‪ ،‬ﻭﻫﻮ ﻣﺎ ﺩﻓﻊ ﲟﺨﺘﻠﻒ ﺍﻟﺪﻭﻝ‬
‫ﺇﱃ ﻣﻀﺎﻋﻔﺔ ﺟﻬﻮﺩﻫﺎ ﻭﺻﻴﺎﻏﺔ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺗﺴﻤﺢ ﳍﺎ ﺑﺎﻟﺘﺤﻮﻝ ﺇﱃ ﻭﺟﻬﺎﺕ ﺳﻴﺎﺣﻴﺔ ﻋﺎﳌﻴﺔ ﻭﺗﺴﻮﻳﻖ ﻣﻨﺘﺠﺎ‪‬ﺎ ﺍﻟﺴﻴﺎﺣﻴﺔ‪ ،‬ﻭﻫﻮ ﺃﻣﺮ ﳒﺤﺖ‬
‫ﻓﻴﻪ ﺍﻟﻜﺜﲑ ﻣﻦ ﺍﻟﺪﻭﻝ‪.‬‬
‫ﻭﻋﻠﻰ ﺍﻟﻌﻜﺲ ﻣﻦ ﺫﻟﻚ ﻓﺈﻥ ﺍﳉﺰﺍﺋﺮ ﻭﻋﻠﻰ ﺍﻟﺮﻏﻢ ﻣﻦ ﺗﻮﻓﺮﻫﺎ ﻋﻠﻰ ﺍﳌﺆﻫﻼﺕ ﺍﻟﻄﺒﻴﻌﻴﺔ ﻭﺍﳌﻘﻮﻣﺎﺕ ﺍﻟﺒﺸﺮﻳﺔ ﻭﺍﻹﻣﻜﺎﻧﻴﺎﺕ ﺍﳌﺎﻟﻴﺔ ﺍﻟـﱵ‬
‫ﺗ‪‬ﻤﻜﻨﻬﺎ ﻣﻦ ﲢﻘﻴﻖ ﻗﻔﺰﺓ ﻧﻮﻋﻴﺔ ﳓﻮ ﺑﻌﺚ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ‪ ،‬ﺇﻻ ﺃﻥ ﺳﻨﻮﺍﺕ ﺍﻹﳘﺎﻝ ﺍﻟﱵ ﻋﺮﻓﻬﺎ ﻫﺬﺍ ﺍﻟﻘﻄﺎﻉ ﻋﻘﺪﺕ ﻣﻦ ﻭﺿﻌﻴﺘﻪ ﻭﺟﻌﻠﺖ‬
‫ﻣﻦ ﺍﳉﺰﺍﺋﺮ ﰲ ﺃﺩﱏ ﺳﻠﻢ ﺍﻟﺘﺮﺗﻴﺐ ﺍﻟﺴﻴﺎﺣﻲ ﺍﻟﻌﺎﳌﻲ‪ ،‬ﻓﻬﻞ ﻳﺮﺟﻊ ﻫﺬﺍ ﺍﻟﻔﺸﻞ ﺇﱃ ﻋﺪﻡ ﻗﺪﺭﺓ ﺍﳉﺰﺍﺋﺮ ﻋﻠﻰ ﺗﺴﻮﻳﻖ ﻣﻨﺘﺠﺎ‪‬ﺎ ﺍﻟﺴﻴﺎﺣﻴﺔ؟ ﺃﻡ‬
‫ﺃﻥ ﺍﻷﻣﺮ ﺃﻋﻤﻖ ﻣﻦ ﻛﻮﻧﻪ ﳎﺮﺩ ﻓﺸﻞ ﺗﺴﻮﻳﻘﻲ؟‬
‫ﻭﺳﻨﺤﺎﻭﻝ ﰲ ﻫﺬ ﺍﻟﻮﺭﻗﺔ ﺍﻟﺒﺤﺜﻴﺔ ﺍﻟﺘﻄﺮﻕ ﺇﱃ ﻫﺬﺍ ﺍﳌﻮﺿﻮﻉ ﻣﻦ ﺧﻼﻝ ﺍﻟﻌﻨﺎﺻﺮ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫ﺃﻭﻻ‪ -‬ﺧﺼﺎﺋﺺ ﺍﻟﺴﻮﻕ ﺍﻟﺴﻴﺎﺣﻲ؛‬
‫ﺛﺎﻧﻴﺎ‪ -‬ﺧﺼﻮﺻﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺴﻴﺎﺣﻲ؛‬
‫ﺛﺎﻟﺜﺎ‪ -‬ﻣﺆﺷﺮﺍﺕ ﺍﻟﺴﻮﻕ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮﻱ ﻭﺟﻮﺍﻧﺐ ﺿﻌﻔﻪ؛‬
‫ﺭﺍﺑﻌﺎ‪ -‬ﻣﻌﻮﻗﺎﺕ ﺍﻟﻨﻬﻮﺽ ﺑﺎﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮﻱ؛‬
‫ﺧﺎﻣﺴﺎ‪ -‬ﺗﻮﺻﻴﺎﺕ ﻣﻦ ﺃﺟﻞ ﲢﺴﲔ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮﻱ‪.‬‬

‫ﺃﻭﻻ‪ -‬ﺧﺼﺎﺋﺺ ﺍﻟﺴﻮﻕ ﺍﻟﺴﻴﺎﺣﻲ‪:‬‬

‫ﳜﺘﻠﻒ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺴﻴﺎﺣﻲ ﻋﻦ ﺗﺴﻮﻳﻖ ﺍﻟﺴﻠﻊ ﻷﻧﻪ ﻳﺘﻌﻠﻖ ﲟﺰﻳﺞ ﻣﺘﺪﺍﺧﻞ ﻣﻦ ﺍﻟﺴﻠﻊ ﻭﺍﳋﺪﻣﺎﺕ ﺍﳌﺘﻌﺪﺩﺓ ﻭﺍﳌﺘﻨﻮﻋﺔ ﻭﺑﺎﻟﺘﺎﱄ ﻓﺈﻥ ﺩﺍﺋـﺮﺓ‬
‫ﺗﻄﺒﻴﻘﻪ ﺗﻜﻮﻥ ﺃﻛﱪ ﻭﺃﻭﺳﻊ‪ ،‬ﻭﻳﻌﻮﺩ ﻫﺬﺍ ﺍﻟﺘﻌﻘﻴﺪ ﺇﱃ ﺍﳋﺼﺎﺋﺺ ﺍﻟﱵ ﲤﻴﺰ ﺍﻟﺴﻮﻕ ﺍﻟﺴﻴﺎﺣﻲ ﰲ ﺟﺎﻧﺒﻴﻪ ﺍﻟﻌﺮﺽ ﻭﺍﻟﻄﻠﺐ‪ ،‬ﻭﻓﻴﻤﺎ ﻳﻠﻲ ﻧﺴﺘﻌﺮﺽ‬
‫ﺃﻫﻢ ﻫﺬﻩ ﺍﳋﺼﺎﺋﺺ‪:‬‬
‫‪ -1‬ﺟﺎﻧﺐ ﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ‪ :‬ﻳﺘﻌﻠﻖ ﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ ﺑﻜﻞ ﻣﺎ ﺗﻌﺮﺿﻪ ﺍﳌﻨﻈﻤﺎﺕ ﺩﺍﺧﻞ ﺍﻟﻮﺟﻬﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻣﻦ ﻣﻨﺘﺠـﺎﺕ ﻟﻔﺎﺋـﺪﺓ‬
‫ﺍﻟﺴﻴﺎﺡ ﺍﻟﻔﻌﻠﻴﲔ ﺃﻭ ﺍﳌﺘﻮﻗﻌﲔ‪ ،‬ﻭﻫﻮ ﻳﺘﻀﻤﻦ ﻋﺪﺓ ﻋﻨﺎﺻﺮ ﻣﻨﻬﺎ ﻋﻨﺎﺻﺮ ﺍﳉﺬﺏ ﺍﻟﻄﺒﻴﻌﻴﺔ ﻭﺍﻟﺼﻨﺎﻋﻴﺔ ﻭﺍﻟﺘﺎﺭﳜﻴﺔ‪ ،‬ﻭﺍﻟﱵ ﺗﻜﻮﻥ ﺇﻣﺎ ﻣﻦ ﺻـﻨﻊ‬
‫ﺍﻟﻄﺒﻴﻌﺔ ﺃﻭ ﺍﻹﻧﺴﺎﻥ‪ ،‬ﺇﺿﺎﻓﺔ ﺇﱃ ﳐﺘﻠﻒ ﺍﳋﺪﻣﺎﺕ ﻭﺍﻟﺴﻠﻊ ﺍﻟﱵ ﻗﺪ ﺗﺴﺎﻫﻢ ﰲ ﺩﻓﻊ ﺍﻷﻓﺮﺍﺩ ﺇﱃ ﺯﻳﺎﺭﺓ ﻣﻨﻄﻘﺔ ﻣﻌﻴﻨﺔ ﻭﺗﻔﻀﻴﻠﻬﺎ ﻋﻦ ﻣﻨﻄﻘـﺔ‬
‫ﺃﺧﺮﻯ‪.1‬‬
‫ﻭﻗﺪ ﺻﻨﻒ ‪ Goeldner‬ﻭ ‪ Ritchie‬ﻣﻜﻮﻧﺎﺕ ﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ ﺿﻤﻦ ﺃﺭﺑﻌﺔ ﻣﺴﺘﻮﻳﺎﺕ ﻭﺫﻟﻚ ﻛﻤﺎ ﻳﻠﻲ‪:2‬‬
‫
ﻣﻮﺍﺭﺩ ﺍﻟﺒﻴﺌﺔ ﺍﻟﻄﺒﻴﻌﻴﺔ‪ :‬ﺍﳌﻨﺎﺥ ﻭ ﺗﻀﺎﺭﻳﺲ ﺍﻟﻮﺟﻬﺎﺕ ﺍﳌﻘﺼﻮﺩﺓ ﻭﺩﺭﺟﺔ ﺍﻟﺘﻨﻮﻉ ﺍﻟﻨﺒﺎﰐ ﻭﺍﳊﻴﻮﺍﱐ ﻭﺍﳌﺴﻄﺤﺎﺕ ﺍﳌﺎﺋﻴـﺔ ﻭﲨـﺎﻝ‬
‫ﺍﻟﻄﺒﻴﻌﺔ‪.‬‬
‫
ﺍﻟﺒﻴﺌﺔ ﺍﻻﺻﻄﻨﺎﻋﻴﺔ‪ :‬ﻭﺗﺘﻤﺜﻞ ﰲ ﺍﻟﻌﻨﺎﺻﺮ ﺍﳌﻜﻮﻧﺔ ﻟﻠﺒﻨﻴﺔ ﺍﻟﺘﺤﺘﻴﺔ ﻭﺍﻟﺒﻨﻴﺔ ﺍﻟﻔﻮﻗﻴﺔ ﺣﻴﺚ ﺗ‪‬ﺸﻴ‪‬ﺪ ﺍﻟﻌﻨﺎﺻﺮ ﺍﳌﻜﻮﻧﺔ ﳍﺎ ﻓﻮﻕ ﺍﻟﺒﻴﺌﺔ ﺍﻟﻄﺒﻴﻌﻴﺔ‪.‬‬
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ﺍﳌﺸﻐﻠﻮﻥ ﻟﻠﻘﻄﺎﻋﺎﺕ ﺫﺍﺕ ﺍﻟﻌﻼﻗﺔ ﺑﺼﻨﺎﻋﺔ ﺍﻟﺴﻴﺎﺣﺔ‪ :‬ﳝﺜﻞ ﻫﺆﻻﺀ ﺍﳌﺸﻐﻠﻮﻥ ﺍﳌﻌﲎ ﺍﻟﺬﻱ ﻳﺪﺭﻛﻪ ﺍﳉﻤﻬﻮﺭ ﺍﻟﻌﺮﻳﺾ ﺣﻮﻝ ﺍﻟﺴـﻴﺎﺣﺔ‬
‫ﻷﻥ ﻛﺎﻓﺔ ﺃﻧﺸﻄﺘﻬﻢ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻣﺮﺗﺒﻄﺔ ﺑﺄﻏﻠﺐ ﻫﺬﻩ ﺍﻟﻘﻄﺎﻋﺎﺕ‪ ،‬ﻭﰲ ﻣﻘﺪﻣﺘﻬﺎ ﻗﻄﺎﻉ ﺍﻟﻨﻘﻞ ﲟﺨﺘﻠﻒ ﺃﺷﻜﺎﻟﻪ )ﺍﻟﱪﻱ‪ ،‬ﺍﻟﺒﺤﺮﻱ‪ ،‬ﺍﳉﻮﻱ‪،‬‬
‫ﺍﻟﻨﻘﻞ ﺑﺎﻟﺴﻜﻚ ﺍﳊﺪﻳﺪﻳﺔ(‪ ،‬ﺃﻳﻀﺎ ﻛﻞ ﻣﻦ ﻗﻄﺎﻋﻲ ﺍﻟﻔﻨﺎﺩﻕ ﻭﺍﳌﻄﺎﻋﻢ ﻳﻜﻮ‪‬ﻧﺎﻥ ﺟﺎﻧﺒﺎ ﻣﻬﻤﺎ ﻟﻠﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ‪ ،‬ﻗﻄﺎﻉ ﺍﻟﺘﺴﻠﻴﺔ ﻟﻪ ﺃﳘﻴﺘﻪ‬
‫ﻛﺬﻟﻚ ﰲ ﺍﻟﻌﻨﺎﺻﺮ ﺍﳌﻜﻮﻧﺔ ﻟﻠﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ ﻷﻥ ﺍﳍﺪﻑ ﺍﻟﺮﺋﻴﺴﻲ ﻟﺴﻔﺮ ﺍﻟﺴﻴﺎﺡ ﻫﻮ ﺣﺼﻮﳍﻢ ﻋﻠﻰ ﺍﳌﺘﻌﺔ ﻭﺍﻟﺘﺴﻠﻴﺔ ﻟﺬﻟﻚ ﻓﺈﻧﻪ ﻣـﻦ‬
‫ﺍﻟﻀﺮﻭﺭﻱ ﺗﻮﻓﲑ ﻣﺮﺍﻓﻖ ﺍﻟﺘﺴﻠﻴﺔ ﺩﺍﺧﻞ ﺍﻟﻮﺟﻬﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻭﺑﺸﻜﻞ ﻳﺴﻊ ﺍﳉﻤﻴﻊ‪.‬‬

‫‪63‬‬ ‫]‪Ùæù]<‚ÃÖ‬‬
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ﺭﻭﺡ ﺍﻟﻀﻴﺎﻓﺔ ﻭﺍﳌﻮﺍﺭﺩ ﺍﻟﺜﻘﺎﻓﻴﺔ ﻟﺪﻯ ﺍ‪‬ﺘﻤﻌﺎﺕ ﺍﳌﻀﻴﻔﺔ‪ :‬ﺗﺸﻤﻞ ﺍﳌﻮﺍﺭﺩ ﺍﻟﺜﻘﺎﻓﻴﺔ ﺍﻟﻠﻐﺔ ﻭﺍﻟﺪﻳﺎﻧﺔ ﻭﺍﻷﻋﺮﺍﻑ ﻭﺍﻟﺘﻘﺎﻟﻴﺪ ﺍﻟﺴﺎﺋﺪﺓ ﺩﺍﺧﻞ‬
‫ﺍ‪‬ﺘﻤﻌﺎﺕ ﺍﳌﻀﻴﻔﺔ‪. ...‬‬
‫‪ -2‬ﺟﺎﻧﺐ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ‪ :‬ﻳﻌﺮﻑ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ ﻋﻠﻰ ﺃﻧﻪ " ﺍﻟﻌﺪﺩ ﺍﻟﻜﻠﻲ ﻟﻸﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻳﺴﺎﻓﺮﻭﻥ ﺃﻭ ﻳﺮﻏﺒﻮﻥ ﰲ ﺍﻟﺴﻔﺮ‪ ،‬ﻷﺟﻞ‬
‫ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺘﺴﻬﻴﻼﺕ ﻭﺍﳋﺪﻣﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﰲ ﺃﻣﺎﻛﻦ ﺑﻌﻴﺪﺓ ﻋﻦ ﺃﻣﺎﻛﻦ ﺍﻗﺎﻣﺘﻬﻢ ﺍﻟﻌﺎﺩﻳﺔ"‪.3‬‬
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‫ﻛﻤﺎ ﻋﺮ‪‬ﻓﻪ ﻛﻮﺑﺮ ﺑﺄﻧﻪ " ﻛﻤﻴﺔ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﻟﱵ ﻳﻘﺪﺭ ﻭﻳﺮﻏﺐ ﺍﳌﺴﺘﻬﻠﻜﻮﻥ ﰲ ﺷﺮﺍﺋﻬﺎ ﻋﻨﺪ ﻭﻗﺖ ﻣﻌﲔ ﻭﲢﺖ ﻇﺮﻭﻑ ﻣﻌﻴﻨﺔ"‪.‬‬
‫ﻭﻳﺘﻤﻴﺰ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ ﲟﺠﻤﻮﻋﺔ ﻣﻦ ﺍﳋﺼﺎﺋﺺ ﻧﻮﺭﺩ ﺃﳘﻬﺎ ﻓﻴﻤﺎ ﻳﻠﻲ‪:5‬‬
‫ﺧﺎﺻﻴﺔ ﺍﳊﺴﺎﺳﻴﺔ‪ :‬ﻭﺗﻌﲏ ﻫﺬﻩ ﺍﳋﺎﺻﻴﺔ ﺃﻥ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ ﺷﺪﻳﺪ ﺍﳊﺴﺎﺳﻴﺔ ﳓﻮ ﺍﻟﻈﺮﻭﻑ ﻭﺍﻟﻌﻮﺍﻣﻞ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﺍﻻﺟﺘﻤﺎﻋﻴـﺔ‬ ‫
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‫ﻭﺍﻟﺴﻴﺎﺳﻴﺔ ﺍﻟﺴﺎﺋﺪﺓ ﰲ ﺍﻟﺪﻭﻝ ﺍﳌﺴﺘﻘﺒﻠﺔ ﻟﻠﺴﻴﺎﺣﺔ‪ ،‬ﻓﺎﻟﺴﺎﺋﺢ ﻳﺒﺤﺚ ﺩﺍﺋﻤﺎ ﻋﻦ ﺍﳌﺘﻌﺔ ﻭﺍﻟﺘﺮﻓﻴﻪ ﻭﺍﳍﺪﻭﺀ‪ ،‬ﻓﻤﺜﻼ ﺍﻟﺪﻭﻝ ﺍﻟﱵ ﲢﺪﺙ ﺛـﻮﺭﺍﺕ‬
‫ﺳﻴﺎﺳﻴﺔ ﺃﻭ ﻇﻮﺍﻫﺮ ﺍﺟﺘﻤﺎﻋﻴﺔ ﺃﻭ ﻣﺸﻜﻼﺕ ﺍﻗﺘﺼﺎﺩﻳﺔ ﺧﻄﲑﺓ ﻳ‪‬ﺼﺒﺢ ﻣﻨﺎﺧﻬﺎ ﺍﻟﺴﻴﺎﺣﻲ ﻏﲑ ﻣﻼﺋﻢ ﻟﻠﺤﺮﻛﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻭﻳﻘﻞ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ‬
‫ﻋﻠﻴﻬﺎ ﻣﻬﻤﺎ ﻛﺎﻧﺖ ﺗﺘﻤﺘﻊ ﲟﻘﻮﻣﺎﺕ ﺳﻴﺎﺣﻴﺔ ﻋﺪﻳﺪﺓ‪. ،‬‬
‫ﺧﺎﺻﻴﺔ ﺍﳌﺮﻭﻧﺔ‪ :‬ﻳﻘﺼﺪ ﺑﺎﳌﺮﻭﻧﺔ ﻗﺎﺑﻠﻴﺔ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ ﻟﻠﺘﻐﻴ‪‬ﺮ ﻭﻓﻘﺎ ﻟﻠﻈﺮﻭﻑ ﻭﺍﳌﺆﺛﺮﺍﺕ ﺍﳌﺨﺘﻠﻔـﺔ )ﺍﻻﺟﺘﻤﺎﻋﻴـﺔ ﻭﺍﻻﻗﺘﺼـﺎﺩﻳﺔ‬ ‫
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‫ﻭﺍﻟﺴﻴﺎﺳﻴﺔ( ﺍﻟﺴﺎﺋﺪﺓ ﰲ ﺍﻟﺴﻮﻕ ﺍﻟﺴﻴﺎﺣﻲ ﺍﻟﺪﺍﺧﻠﻲ ﺃﻭ ﺍﳋﺎﺭﺟﻲ‪. ،‬‬
‫ﺧﺎﺻﻴﺔ ﺍﻟﺘﻮﺳﻊ‪ :‬ﻣﺎ ﻳ‪‬ﻤﻴ‪‬ﺰ ﺍﻟﻄﻠﺐ ﻋﻠﻰ ﺍﳌﻨﺘ‪‬ﺞ ﺍﻟﺴﻴﺎﺣﻲ ﺃﻧﻪ ﻣﺴﺘﻤﺮ ﰲ ﺍﻟﻨﻤﻮ ﻋﱪ ﺍﻟﺰﻣﻦ )ﻭﺇﻥ ﻛﺎﻥ ﻣﺘﻔﺎﻭﺗﺎ ﻣﻦ ﺳﻨﺔ ﺇﱃ ﺃﺧـﺮﻯ(‬ ‫
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‫ﻭﻫﺬﺍ ﻣﺎ ﻳﺴﻤﻰ ﲞﺎﺻﻴﺔ ﺍﻟﺘﻮﺳﻊ‪ ،‬ﻭﻣﻦ ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﱵ ﺳﺎﳘﺖ ﰲ ﺗﻌﺰﻳﺰ ﻫﺬﻩ ﺍﳋﺎﺻﻴﺔ ﺍﻟﺘﻘﺪﻡ ﺍﻟﺘﻘﲏ ﰲ ﻭﺳﺎﺋﻞ ﺍﳌﻮﺍﺻﻼﺕ ﻭﺍﻻﺗﺼـﺎﻻﺕ‬
‫ﺑﺸﻜﻞ ﺃﺩﻯ ﺇﱃ ﺯﻳﺎﺩﺓ ﻛﻔﺎﺀﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻭﺗﻨﻮﻋﻬﺎ ﺇﺿﺎﻓﺔ ﺇﱃ ﺍﻟﻨﻤﻮ ﺍﳌﺴﺘﻤﺮ ﳌﺘﻮﺳﻂ ﺍﻟﺪﺧﻞ ﺍﳌﺘﺎﺡ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻸﻓﺮﺍﺩ‪.‬‬
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ﺧﺎﺻﻴﺔ ﺍﳌﻮﲰﻴﺔ‪ :‬ﻳ‪‬ﻘﺼﺪ ﲟﻮﲰﻴﺔ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ ﺍﲡﺎﻩ ﻫﺬﺍ ﺍﻟﻄﻠﺐ ﺇﱃ ﺍﻻﺭﺗﻔﺎﻉ ﰲ ﺃﻭﻗﺎﺕ ﺧﺎﺻﺔ ﻣﺮﺗﺒﻄﺔ ﺑﺄﻋﻴﺎﺩ ﺃﻭ ﻣﻮﺍﺳﻢ ﻣﻌﻴﻨﺔ ﺣﻴﺚ‬
‫ﻳﺼﻞ ﰲ ﻫﺬﻩ ﺍﻟﻔﺘﺮﺍﺕ ﺇﱃ ﺃﻋﻠﻰ ﻣﺴﺘﻮﻳﺎﺗﻪ ﺧﻼﻝ ﺍﻟﺴﻨﺔ‪.،‬‬
‫ﺧﺎﺻﻴﺔ ﻋﺪﻡ ﺍﻟﺘﻜﺮﺍﺭ‪ :‬ﻻ ﻳﺘﺼﻒ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ ﻋﺎﺩﺓ ﺑﺼﻔﺔ ﺍﻟﺘﻜﺮﺍﺭ‪ ،‬ﺇﺫ ﺃﻥ ﲢﻘﻴﻖ ﺩﺭﺟﺔ ﻋﺎﻟﻴﺔ ﻣﻦ ﺍﻹﺷﺒﺎﻉ ﻭﺍﻟﺮﺿـﺎ ﻟـﺪﻯ‬ ‫
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‫ﺍﻟﺴﻴﺎﺡ ﻣﻦ ﺧﻼﻝ ﺍﺳﺘﻬﻼﻛﻬﻢ ﳌﻨﺘﺠﺎﺕ ﻣﻌﻴﻨﺔ )ﺭﺣﻠﺔ ﳌﻨﻄﻘﺔ ﻣﻌﻴﻨﺔ( ﻻ ﻳﻌﲏ ﺇﻗﺒﺎﳍﻢ ﺑﺎﻟﻀﺮﻭﺭﺓ ﻋﻠﻰ ﻧﻔﺲ ﺍﳌﻨﺘﺠﺎﺕ ﻣﺴﺘﻘﺒﻼ ) ﺗﻜـﺮﺍﺭ‬
‫ﻧﻔﺲ ﺍﻟﺮﺣﻠﺔ(‪.‬‬

‫ﺛﺎﻧﻴﺎ‪ -‬ﺧﺼﻮﺻﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺴﻴﺎﺣﻲ‪:‬‬

‫‪ -1‬ﻣﻔﻬﻮﻡ ﺍﻟﺘﺴﻮﻳﻖ‪ :‬ﻟﻘﺪ ﺗﻌﺪﺩﺕ ﺍﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﱵ ﻭﺿﻌﻬﺎ ﺍﻟﺒﺎﺣﺜﻮﻥ ﳌﻔﻬﻮﻡ ﺍﻟﺘﺴﻮﻳﻖ ﺑﺸﻜﻞ ﻋﺎﻡ‪ ،‬ﻭﻓﻴﻤﺎ ﻳﻠﻲ ﻧﺴﺘﻌﺮﺽ ﺑﻌـﺾ ﻫـﺬﻩ‬
‫ﺍﻟﺘﻌﺎﺭﻳﻒ‪:‬‬
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ﺗﻌﺮﻳﻒ ﺍﻟﺘﺴﻮﻳﻖ ﺣﺴﺐ ‪" :CI M‬ﺍﻟﺘﺴﻮﻳﻖ ﻫﻮ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻻﺩﺍﺭﻳﺔ ﺍﳌﺴﺆﻭﻟﺔ ﻋﻦ ﺗﻌﺮﻳﻒ ﻭﺗﻮﻗﻊ ﻭﺍﺷﺒﺎﻉ ﺣﺎﺟﺎﺕ ﺍﻟﻌﻤـﻼﺀ‪.‬‬
‫ﻭﺣﺴﺐ ﻫﺬﺍ ﺍﻟﺘﻌﺮﻳﻒ ﻳﻜﻮﻥ ﺍﳌﺴﺘﻬﻠﻚ ﰲ ﻗﻠﺐ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ"‪.6‬‬
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ﺗﻌﺮﻳﻒ ﺍﳉﻤﻌﻴﺔ ﺍﻷﻣﺮﻳﻜﻴﺔ ﻟﻠﺘﺴﻮﻳﻖ‪" :‬ﺍﻟﺘﺴﻮﻳﻖ ﻫﻮ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺨﻄﻴﻂ ﻭﺗﻨﻔﻴﺬ ﺍﳌﻔﺎﻫﻴﻢ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺎﻟﺘﺴﻌﲑ ﻭﺍﻟﺘﺮﻭﻳﺞ ﻭﺍﻟﺘﻮﺯﻳﻊ ﺍﻟﺴﻠﻊ‬
‫ﻭﺍﳋﺪﻣﺎﺕ ﻭﺍﻷﻓﻜﺎﺭ ﻣﻦ ﺃﺟﻞ ﺧﻠﻖ ﺍﻟﺘﺒﺎﺩﻝ ﺍﻟﺬﻱ ﻳﺮﺿﻲ ﺍﻷﻓﺮﺍﺩ ﻭﳛﻘﻖ ﺃﻫﺪﺍﻑ ﺍﳌﻨﻈﻤﺎﺕ"‪.7‬‬
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ﺗﻌﺮﻳﻒ ﻓﻴﻠﻴﺐ ﻛﻮﺗﻠﺮ‪" :‬ﻳﺘﻀﻤﻦ ﻣﻔﻬﻮﻡ ﺍﻟﺘﺴﻮﻳﻖ ﺍﳌﻔﺘﺎﺡ ﻟﺘﺤﻘﻴﻖ ﺃﻫﺪﺍﻑ ﺍﳌﻨﻈﻤﺎﺕ ﻭﺍﻟﺬﻱ ﺗﺸﻤﻞ ﲢﺪﻳـﺪ ﺣﺎﺟـﺎﺕ ﻭﺭﻏﺒـﺎﺕ‬
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‫ﺍﻷﺳﻮﺍﻕ ﺍﳌﺴﺘﻬﺪﻓﺔ ﻭﺗﻮﺯﻳﻊ ﺍﺭﺿﺎﺀ ﻫﺬﻩ ﺍﻟﺮﻏﺒﺎﺕ ﻳﺸﻜﻞ ﺃﻛﺜﺮ ﻋﻤﻠﻲ ﻭﺃﻛﺜﺮ ﻛﻔﺎﺀﺓ ﻣﻘﺎﺭﻧﺔ ﺑﺎﳌﻨﺎﻓﺴﲔ"‪.‬‬
‫ﻛﻤﺎ ﳝﻴﺰ ﻓﻴﻠﻴﺐ ﻛﻮﺗﻠﺮ ﺑﲔ ﺍﳌﻔﻬﻮﻡ ﺍﻻﺟﺘﻤﺎﻋﻲ ﻭﺍﳌﻔﻬﻮﻡ ﺍﻻﺩﺍﺭﻱ ﻟﻠﺘﺴﻮﻳﻖ‪ ،‬ﻓﺤﺴﺐ ﺍﳌﻔﻬﻮﻡ ﺍﻻﺟﺘﻤﺎﻋﻲ ﻓﺎﻥ ﺍﻟﺘﺴﻮﻳﻖ ﻫﻮ ﻋﻤﻠﻴـﺔ‬
‫ﺍﺟﺘﻤﺎﻋﻴﺔ ﺣﻀﺎﺭﻳﺔ‪ ،‬ﻣﻦ ﺧﻼﳍﺎ ﳝﻜﻦ ﻟﻸﻓﺮﺍﺩ ﻭﺍﳉﻤﺎﻋﺎﺕ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺍﺣﺘﻴﺎﺟﺎ‪‬ﻢ ﻭﺗﻠﺒﻴﺔ ﺭﻏﺒﺎ‪‬ﻢ ﻣﻦ ﺧﻼﻝ ﻋﺮﺽ ﻭﺗﺒـﺎﺩﻝ ﺍﻟﺴـﻠﻊ‬
‫ﻭﺍﳋﺪﻣﺎﺕ ﻣﻊ ﺍﻵﺧﺮﻳﻦ‪.‬‬

‫‪64‬‬ ‫]‪Ùæù]<‚ÃÖ‬‬
‫‪www.manaraa.com‬‬
 ‫‪ì…^rjÖ]æ<^’jÎøÖ<ð^´<í×¥‬‬
‫]‪[ÐéÛÂ<êÂ^ŞÎ<ØӎÚ<Ý_<ÐèçŠi<ØӎÚ<V†ñ]ˆ¢]<»<íu^éŠÖ‬‬
‫ﺃﻣﺎ ﺍﳌﻔﻬﻮﻡ ﺍﻻﺩﺍﺭﻱ ﻟﻠﺘﺴﻮﻳﻖ ﺣﺴﺐ ﻛﻮﺗﻠﺮ ﻓﻬﻮ ﻓﻦ ﺑﻴﻊ ﺍﳌﻨﺘﺠﺎﺕ‪ ،‬ﻟﻜﻦ ﺑﻴﺘﺮ ﺩﺭﺍﻛﺮ ﺃﺣﺪ ﺍﳌﻨﻈﺮﻳﻦ ﺍﻟﺒﺎﺭﺯﻳﻦ ﰲ ﺣﻘـﻞ ﺍﻻﺩﺍﺭﺓ‬
‫ﻳﻘﻮﻝ‪" :‬ﺍﳍﺪﻑ ﻣﻦ ﺍﻟﺘﺴﻮﻳﻖ ﻫﻮ ﺍﻟﺒﻴﻊ ﺃﻛﺜﺮ ﻣﻦ ﺍﳊﺎﺟﺔ‪ ،‬ﺍﳍﺪﻑ ﻣﻦ ﺍﻟﺘﺴﻮﻳﻖ ﻫﻮ ﻣﻌﺮﻓﺔ ﻭﻓﻬﻢ ﺍﻟﺰﺑﻮﻥ ﺑﺸﻜﻞ ﺟﻴﺪ ﳚﻌﻞ ﺍﳌﻨﺘﺠﺎﺕ ﺗﻼﺋﻤﻪ‬
‫ﻭﺗﺒﻴﻊ ﻧﻔﺴﻬﺎ ﺑﻨﻔﺴﻬﺎ"‪.‬‬
‫‪ -2‬ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‪ :‬ﻳﻌﺘﱪ ﻣﻔﻬﻮﻡ ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻣﻦ ﺍﳌﻔﺎﻫﻴﻢ ﺍﻷﺳﺎﺳﻴﺔ ﰲ ﺣﻘﻞ ﺍﻟﺘﺴﻮﻳﻖ ﻭﻫﻮ ﳝﺜﻞ ﺍﳌـﺘﻐﲑﺍﺕ ﺃﻭ ﺍﻷﺩﻭﺍﺕ ﺍﻟـﱵ‬
‫ﺗﺴﺘﻌﻤﻠﻬﺎ ﺍﳌﻨﻈﻤﺎﺕ ﻟﺘﺤﻘﻴﻖ ﺃﻫﺪﺍﻓﻬﺎ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‪ ،‬ﻭﻗﺪ ﻭﺿﺢ ﻣﺎﻛﺎﺭﺛﻲ )‪ (Mcarthy‬ﺃﻥ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺗﺸـﻤﻞ ﻋﻨﺎﺻـﺮ ﺍﳌـﺰﻳﺞ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻷﺭﺑﻌﺔ ﻭﻫﻲ ﺍﳌﻨﺘﺞ)‪ ، (product‬ﺍﻟﺘﺴﻌﲑ)‪ ،(price‬ﺍﻟﺘﺮﻭﻳﺞ)‪ ، (promotion‬ﺍﻟﺘﻮﺯﻳﻊ)‪ ،(place‬ﻭﻫﻮ ﻣﺎ ﻳﺴﻤﻰ ﺑـ‬
‫‪ ،The Four P’s‬ﺑﻴﻨﻤﺎ ﺃﺿﺎﻑ ﻛﻞ ﻣﻦ ‪ Mill and Morrison‬ﺛﻼﺛﺔ ﻋﻨﺎﺻﺮ ﺃﺧﺮﻯ ﲤﺜﻠﺖ ﰲ‪ :‬ﺍﻷﻓﺮﺍﺩ)‪ ،(people‬ﺍﻟﱪﺍﻣﺞ‬
‫‪9‬‬
‫)‪ (programming‬ﻭﺍﻟﺸﺮﺍﻛﺔ)‪. (partnerships‬‬
‫ﻛﻤﺎ ﻭﺿﺢ ﻓﻴﻠﻴﺐ ﻛﻮﺗﻠﺮ ﺃﻥ ﻣﻨﻈﻮﺭ ‪ The Four P’s‬ﻫﻮ ﻣﻨﻈﻮﺭ ﻳﺄﺧﺬ ﺑﻮﺟﻬﺔ ﻧﻈﺮ ﺍﳌﺆﺳﺴﺔ ﳓﻮ ﺍﻟﺴﻮﻕ ﺃﻱ ﺃﻧـﻪ ﻳﻨﻈـﺮ ﺇﱃ‬
‫ﺍﻟﺴﻮﻕ ﻣﻦ ﺩﺍﺧﻞ ﺍﳌﺆﺳﺴﺔ‪ ،‬ﻟﺬﻟﻚ ﺍﻗﺘﺮﺡ ﺃﻥ ﺗﺮﺍﻓﻖ ﻫﺬﻩ ﺍﻟﻨﻈﺮﺓ ﻧﻈﺮﺓ ﺃﺧﺮﻯ ﻣﻦ ﻭﺟﻬﺔ ﻧﻈﺮ ﺍﳌﺴﺘﻬﻠﻚ ﻭﺃﻥ ﻋﻨﺎﺻﺮ ﺍﳌﺰﻳﺞ ﺍﻟﺘﺮﻭﳚﻲ ‪‬ﺗﻤﺜﻞ‬
‫ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﺴﺘﻬﻠﻚ ﺑـ ‪ ، The Four C’s‬ﻭﻭﺿﺢ ﻛﻮﺗﻠﺮ ﺃﻥ ﺍﳌﺴﻮﻗﻮﻥ ﺳﻮﻑ ﻳﻘﻮﻣﻮﻥ ﺑﻌﻤﻞ ﺟﻴﺪ ﺍﺫﺍ ﻓﻜﺮﻭﺍ ﺃﻭﻻ ﻣﻦ ﻫﺬﺍ ﺍﳌﻨﻈﻮﺭ‬
‫ﺍﳋﺎﺹ ﺑﺎﻟﻌﻤﻴﻞ ﰒ ﻳﻘﻮﻣﻮﻥ ﺑﺒﻨﺎﺀ ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ‪ The Four P’s‬ﺍﻧﻄﻼﻗﺎ ﻣﻦ ﻭﺟﻬﺔ ﻧﻈﺮ ﺍﻟﻌﻤﻼﺀ‪.‬‬
‫‪ -3‬ﺗﺴﻮﻳﻖ ﺍﻟﻮﺟﻬﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ‪:‬‬
‫ﺍﻟﻮﺟﻬﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻫﻲ ﻣﺰﻳﺞ ﻣﻦ ﺍﻟﻌﻨﺎﺻﺮ ﺍﳌﺘﺪﺍﺧﻠﺔ ﻣﻮﺟﻮﺩﺓ ﰲ ﻣﻜﺎﻥ ﻣﻌﲔ‪ ،‬ﻓﻤﻦ ﺃﺟﻞ ﻗﻀﺎﺀ ﻋﻄﻠﺔ ‪‬ﻣﺮﺿﻴﺔ ﻟﻠﺴﺎﺋﺢ ﻓﻌﻠﻰ ﲨﻴﻊ ﻫﺬﻩ‬
‫ﺍﻟﻌﻨﺎﺻﺮ ﺃﻥ ‪‬ﺗﻮﻓﺮ ﻣﻌﺎ‪ ،‬ﻭﺗﺘﻤﺜﻞ ﰲ‪ :‬ﻣﻘﻮﻣﺎﺕ ﺍﳉﺬﺏ‪ ،‬ﺍﻟﻮﺳﺎﺋﻞ ﻭﺍﻟﺘﺴﻬﻴﻼﺕ‪ ،‬ﺍﻟﻨﻘﻞ ﺑﻜﻞ ﺃﻧﻮﺍﻋﻪ‪ ،‬ﺭﻭﺡ ﺍﻟﻀﻴﺎﻓﺔ‪ ،...‬ﻭﺍﻧﻄﻼﻗﺎ ﻣﻦ ﻫـﺬﻩ‬
‫ﺍﻟﻌﻨﺎﺻﺮ ﳝﻜﻦ ﺗﻌﺮﻳﻒ ﺍﻟﻮﺟﻬﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻛﻤﺎ ﻳﻠﻲ‪" :‬ﻫﻲ ﻓﻀﺎﺀ ﺟﻐﺮﺍﰲ ﻳﺘﻀﻤﻦ ﻣﻨﺎﻇﺮ ﻃﺒﻴﻌﻴﺔ ﻭﺧﺼﺎﺋﺺ ﺛﻘﺎﻓﻴﺔ ﺣﻴـﺚ ﻳﻴـﺘﻢ ﻋـﺮﺽ‬
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‫ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﻟﱵ ﺗﺸﻤﻞ ﳐﺘﻠﻒ ﻭﺳﺎﺋﻞ ﺍﻟﻨﻘﻞ‪ ،‬ﺍﻻﻳﻮﺍﺀ‪ ،‬ﺍﻟﻐﺬﺍﺀ ﻭﺗﻮﻓﺮ ﻋﻠﻰ ﺍﻷﻗﻞ ﻧﺸﺎﻃﺎ ﺃﻭ ﲡﺮﺑﺔ ﻓﺮﻳﺪﺓ ﻭﺍﺣﺪﺓ ﻋﻠﻰ ﺍﻷﻗﻞ"‪.‬‬
‫ﻭﻗﺪ ﺗﻌﺪﺩﺕ ﺍﻵﺭﺍﺀ ﰲ ﺣﻘﻞ ﺍﻟﺴﻴﺎﺣﺔ ﺣﻮﻝ ﲢﺪﻳﺪ ﻣﻔﻬﻮﻡ ﺍﻟﻮﺟﻬﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻭﺍﳌﺴﺘﻮﻯ ﺍﻟﱵ ﻳ‪‬ﻨﻈﺮ ﺇﻟﻴﻪ ﳓﻮ ﻫـﺬﻩ ﺍﻟﻮﺟﻬـﺔ‪ ،‬ﻭﻫـﺬﺍ‬
‫ﺍﻻﺧﺘﻼﻑ ﻻ ‪‬ﻳﻌﺪ ﺗﻌﺎﺭﺿﺎ ﺇﳕﺎ ﻳﺮﺟﻊ ﻟﺘﻌﺪﺩ ﺍﻷﻧﺸﻄﺔ ﻭﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﻟﱵ ﻳﺘﻀﻤﻨﻬﺎ ﺍﻟﻨﺸﺎﻁ ﺍﻟﺴﻴﺎﺣﻲ‪ ،‬ﻭﳝﻜﻦ ﲢﺪﻳﺪ ﻣﻔﻬﻮﻡ ﺍﻟﻮﺟﻬﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ‬
‫ﺍﻧﻄﻼﻗﺎ ﳑﺎ ﻳﻠﻲ‪:11‬‬
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ﺍﻟﺘﺤﺪﻳﺪ ﺍﳉﻐﺮﺍﰲ ﻟﻠﻮﺟﻬﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ‪ :‬ﻭﻫﻨﺎﻙ ﺍﺧﺘﻼﻑ ﻭﺍﺿﺢ ﺑﲔ ﺍﻟﺒﺎﺣﺜﲔ ﰲ ﻫﺬﺍ ﺍﻟﺘﺤﺪﻳﺪ ﻓﻘﺪ ﺗﻜﻮﻥ ﺍﻟﻮﺟﻬﺔ ﻋﺒﺎﺭﺓ ﻋﻦ ﻣﻜﺎﻥ‬
‫ﺻﻐﲑ‪ ،‬ﻣﺪﻳﻨﺔ‪ ،‬ﺍﻗﻠﻴﻢ‪ ،‬ﺩﻭﻟﺔ ‪ ،‬ﻭﻗﺪ ﺗﻜﻮﻥ ﻋﻠﻰ ﺍﳌﺴﺘﻮﻯ ﺍﻟﻘﺎﺭﻱ ﻣﺜﻞ ﺍﻗﻠﻴﻢ ﺍﳌﺘﻮﺳﻂ ﺃﻭ ﺍﻟﻜﺎﺭﻳﱯ‪.‬‬
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ﺣﺴﺐ ﺍﶈﺘﻮﻯ‪ :‬ﺃﻏﻠﺐ ﺍﻟﺒﺎﺣﺜﲔ ﻳﺼﻔﻮﻥ ﺍﻟﻮﺟﻬﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺑﺄ‪‬ﺎ ﲡﻤﻊ ﺑﲔ ﳎﻤﻮﻋﺔ ﻣﻦ ﻋﻨﺎﺻﺮ ﺍﳉﺬﺏ ﻭﺍﳋﺪﻣﺎﺕ ﻣﺜﻞ ﺍﻻﻳـﻮﺍﺀ‬
‫ﻭﺍﻻﻃﻌﺎﻡ ﻭﳝﻴﺰﻭﻥ ﺑﲔ ﺍﳋﺪﻣﺎﺕ ﺍﻷﺳﺎﺳﻴﺔ ﻭﺍﳋﺪﻣﺎﺕ ﺍﶈﻴﻄﺔ‪ ،‬ﻓﺄﻏﻠﺒﻬﻢ ﻳﺆﻛﺪ ﻋﻠﻰ ﺍﻟﻌﻼﻗﺔ ﺍﻟﺴﺒﺒﻴﺔ ﺍﻟﱵ ﺗﺒﺪﺃﻫﺎ ﻋﻨﺎﺻﺮ ﺍﳉﺬﺏ ﰒ ﺗﺘﺒﻌﻬﺎ‬
‫ﳕﻮ ﰲ ﺍﳋﺪﻣﺎﺕ ﺍﻷﺳﺎﺳﻴﺔ‪ ،‬ﻭﻳﺘﻌﻤﻖ ﺑﻌﻀﻬﻢ ﰲ ﻭﺻﻒ ﺣﺮﻛﻴﺔ ﺍﻟﻮﺟﻬﺔ ﺍﻟﱵ ﺗﺒﲔ ﺍﻟﺘﻔﺎﻋﻞ ﺑﲔ ﺍﻟﺴﻴﺎﺡ ﻭﺍﳌﻮﺍﺭﺩ ﻭﺍﻟﻌﻨﺎﺻﺮ ﺍﳌﻜﻮﻧﺔ ﻟﻠﻮﺟﻬﺔ‪،‬‬
‫ﻭﺑﺎﻟﺘﺎﱄ ﻓﺈﻥ ﳏﺘﻮﻯ ﻫﺬﻩ ﺍﻟﻮﺟﻬﺎﺕ ﳛﺪﺩﻩ ﻫﺬﺍ ﺍﻟﺘﻔﺎﻋﻞ‪.‬‬
‫ﺍﺫﻥ ﻓﺎﻟﻮﺟﻬﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺗﺴﺘﻨﺪ ﺑﺸﻜﻞ ﺃﺳﺎﺳﻲ ﻋﻠﻰ ﺍﻟﺒﻌﺪ ﺍﳉﻐﺮﺍﰲ ﻭﳏﺘﻮﻳﺎﺗﻪ‪ ،‬ﻓﻌﺎﺩﺓ ﻣﺎ ﺗﺸ‪‬ﲑ ﺍﻟﻮﺟﻬﺔ ﺇﱃ ﻣﻨﻄﻘﺔ ﺃﻭ ﻣﺪﻳﻨﺔ ﺗﺘﻮﻓﺮ ﻓﻴﻬـﺎ‬
‫ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﳌﺘﺎﺣﺎﺕ ﺍﳉﺬﺍﺑﺔ‪ ،‬ﻭﺗﻀﻢ ﺩﺍﺧﻠﻬﺎ ﺍ‪‬ﺘﻤﻌﺎﺕ ﺍﶈﻠﻴﺔ ﻭﺑﻨﻴﺔ ﲢﺘﻴﺔ ﺩﺍﻋﻤﺔ‪ ،‬ﻭﻫﺬﻩ ﺍﳌﻜﻮﻧﺎﺕ ﺍﳌﺨﺘﻠﻔﺔ ﻟﻠﻮﺟﻬﺎﺕ ﺍﻟﺴـﻴﺎﺣﻴﺔ ﺫﺍﺕ‬
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‫ﺍﻟﺘﻔﺎﻋﻞ ﻭﺍﻟﺘﺪﺍﺧﻞ ﻓﻴﻤﺎ ﺑﻴﻨﻬﺎ ﺗﺆﺩﻱ ﺇﱃ ﺧﻠﻖ ﻃﺒﻴﻌﺔ ﻣﻌﻴﻨﺔ ﻟﻠﻤﻜﺎﻥ‪.‬‬
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‫ﻭﻳﻮﺿﺢ ﺍﻟﺸﻜﻞ ﺍﻟﺘﺎﱄ ﳐﺘﻠﻒ ﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﻟﱵ ﺗﺸﺘﻤﻞ ﻋﻠﻴﻬﺎ ﻛﻞ ﻭﺟﻬﺔ ﺳﻴﺎﺣﻴﺔ ‪:‬‬

‫‪65‬‬ ‫]‪Ùæù]<‚ÃÖ‬‬
‫‪www.manaraa.com‬‬
 ‫‪ì…^rjÖ]æ<^’jÎøÖ<ð^´<í×¥‬‬
‫]‪[ÐéÛÂ<êÂ^ŞÎ<ØӎÚ<Ý_<ÐèçŠi<ØӎÚ<V†ñ]ˆ¢]<»<íu^éŠÖ‬‬
‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ)‪ :(01‬ﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﳌﻜﻮﻧﺔ ﻟﻠﻮﺟﻬﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ‬
‫ﻗﻄﺎﻉ ﺍﻟﻀﻴﺎﻓﺔ‬ ‫ﺍﻷﺣﺪﺍﺙ ﻭﺟﺎﺫﺑﻴﺔ ﺍﳌﻮﻗﻊ‬
‫ﺍﻟﻔﻨﺎﺩﻕ ﻭﺍﻟﻨﺰﻝ‪ ،‬ﺷﻘﻖ ﺍﻟﻜﺮﺍﺀ‪ ،‬ﺍﻟﻘﺮﻯ‬ ‫ﺣﺪﺍﺋﻖ ﺍﻷﻟﻌﺎﺏ – ﺍﳌﺘﺎﺣﻒ‪ ،‬ﺍﳌﻌﺎﺭﺽ‪،‬‬
‫ﺍﻟﺼﻴﻔﻴﺔ ﻭﺍﳌﺨﻴﻤﺎﺕ‪ ،‬ﻣﺮﺍﻛﺰ ﺍﻟﻌﻄﻞ‪،‬‬ ‫ﺍﳊﻀﺎﺋﺮ ﺍﻟﻮﻃﻨﻴﺔ‪ ،‬ﺍﳊﻀﺎﺋﺮ ﺍﻟﱪﻳﺔ‪،‬‬
‫ﺍﳌﻘﺎﻫﻲ‪ ،‬ﺍﳌﻄﺎﻋﻢ‪ ،‬ﺍﻟﻨﻮﺍﺩﻱ‪.‬‬ ‫ﺍﻷﺣﺪﺍﺙ ﻭﺍﳌﺮﺍﻛﺰ ﺍﻟﺮﻳﺎﺿﻴﺔ‪ ،‬ﺍﳌﻬﺮﺟﺎﻧﺎﺕ‬

‫ﻗﻄﺎﻉ ﺍﻟﻨﻘﻞ‬
‫ﺍﻟﻨﻘﻞ ﺍﳉﻮﻱ‪ ،‬ﺍﻟﱪﻱ‪ ،‬ﺍﻟﺒﺤﺮﻱ‪ ،‬ﺍﻟﺴﻜﻚ‬
‫ﺍﳊﺪﻳﺪﻳﺔ‬

‫ﻣﻨﻈﻤﻮﺍ ﺍﻟﺴﻔﺮ ﻭﺍﻟﻘﻄﺎﻉ‬ ‫ﺍﻟﻘﻄﺎﻉ ﺍﳌﻨﻈﻢ ﻟﻠﻮﺟﻬﺔ‬

‫ﻭﻛﻼﺀ ﺍﻟﺴﻔﺮ‪ ،‬ﺍﳌﺘﻌﺎﻣﻠﻮﻥ ﰲ ﺍﻟﺴﻴﺎﺣﺔ‪،‬‬ ‫ﺍﻟﺪﻳﻮﺍﻥ ﺍﻟﻮﻃﲏ ﻟﻠﺴﻴﺎﺣﺔ‪ ،‬ﺍﻟﺪﻭﺍﻭﻳﻦ ﺍﶈﻠﻴﺔ‬
‫ﻣﻨﻈﻤﻮ ﺍﻷﺣﺪﺍﺙ ﻭﺍﳌﺆﲤﺮﺍﺕ‬ ‫ﻟﻠﺴﻴﺎﺣﺔ‪ ،‬ﻣﻜﺎﺗﺐ ﺍﻟﺴﻴﺎﺣﺔ‪ ،‬ﺍﳉﻤﻌﻴﺎﺕ‬
‫ﺍﻟﺴﻴﺎﺣﻴﺔ‬

‫‪ -4‬ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﺴﻴﺎﺣﻲ‪:‬‬

‫ﺇﻥ ﺍﻟﻄﺮﻳﻖ ﳓﻮ ﺗﻠﺒﻴﺔ ﺣﺎﺟﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻭﺍﺷﺒﺎﻉ ﺭﻏﺒﺎ‪‬ﻢ ﻳﻌﺘﻤﺪ ﻋﻠﻰ ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‪ ،‬ﻭﰲ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﺗﺘﻌﺪﺩ ﻋﻨﺎﺻﺮ ﻫﺬﺍ ﺍﳌﺰﻳﺞ‬
‫)ﺗﺴﻤﻰ ‪ ( The 7p’s‬ﻭﻓﻴﻤﺎ ﻳﻠﻲ ﻧﺴﺘﻌﺮﺽ ﻫﺬﻩ ﺍﻟﻌﻨﺎﺻﺮ‪:14‬‬
‫‪ -‬ﺍﳌﻨﺘﺞ )‪ :(Product‬ﳜﺘﻠﻒ ﺍﳌﻨﺘﺞ ﺍﻟﺴﻴﺎﺣﻲ ﻋﻦ ﻏﲑﻩ ﻣﻦ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻧﻄﻼﻗﺎ ﻣﻦ ﺍ‪‬ﺎﻻﺕ ﺍﻟﻮﺍﺳﻌﺔ ﺍﻟﱵ ﺗﺸﻤﻠﻬﺎ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ‬
‫)ﺍﻻﻳﻮﺍﺀ‪ ،‬ﺍﻻﻃﻌﺎﻡ‪ ،‬ﺍﻟﻨﻘﻞ‪ ،‬ﺍﻟﺘﺮﻓﻴﻪ‪ ،(...،‬ﻛﻤﺎ ﻳﺘﻀﻤﻦ ﺃﻳﻀﺎ ﺑﻌﺾ ﺍﳉﻮﺍﻧﺐ ﺍﳌﻌﻨﻮﻳﺔ ﻣﺜﻞ ﺍﳌﻮﺭﻭﺙ ﺍﳊﻀﺎﺭﻱ ﻭﺍﻟﺘﺎﺭﳜﻲ ﻭﺍﻟﺜﻘﺎﰲ‪ ،‬ﻭﲨـﺎﻝ‬
‫ﺍﻟﻄﺒﻴﻌﺔ‪ ،‬ﻭﻳﻌﻤﻞ ﺍﻟﺘﺴﻮﻳﻖ ﻋﻠﻰ ﺟﻌﻞ ﻛﻞ ﻫﺬﻩ ﺍﳌﻜﻮﻧﺎﺕ ﺗﺘﻤﻴﺰ ﺑﺎﻟﻨﻮﻋﻴﺔ ﻭﺍﻟﺘﻤﻴﺰ ﻭﺍﻟﻘﻴﻤﺔ ﺍﳌﻀﺎﻓﺔ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﺴﻴﺎﺡ‪.‬‬
‫‪ -‬ﺍﻟﺴﻌﺮ )‪ :(Price‬ﻳﺸﲑ ﺍﻟﺴﻌﺮ ﺇﱃ ﻛﻤﻴﺔ ﺍﻟﻨﻘﻮﺩ ﺍﻟﱵ ﳚﺐ ﺃﻥ ﻳﺪﻓﻌﻬﺎ ﺍﻟﻌﻤﻼﺀ )ﺍﻟﺴﻴﺎﺡ( ﻣﻦ ﺃﺟﻞ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ‬
‫ﺍﳌﻌﺮﻭﺿﺔ‪ ،‬ﻓﻌﺎﺩﺓ ﻣﺎ ﻳﺒﺤﺚ ﺍﻟﻌﻤﻼﺀ ﻋﻦ ﲡﺮﺑﺔ ﺳﻴﺎﺣﻴﺔ ﻓﺮﻳﺪﺓ ﻣﻦ ﻧﻮﻋﻬﺎ ﻣﻘﺎﺑﻞ ﺳﻌﺮ ﻋﺎﺩﻝ ﻭﻣﻘﺒﻮﻝ‪ ،‬ﻟﺬﻟﻚ ﳚﺐ ﺃﻥ ﻳﺴﺘﻨﺪ ﺍﻟﺘﺴﻌﲑ ﻋﻠﻰ‬
‫ﺍﻷﻫﺪﺍﻑ ﺍﻟﻮﺍﺿﺤﺔ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﺘﻌﺎﻣﻠﲔ ﺍﻟﺴﻴﺎﺣﻴﲔ ﺩﺍﺧﻞ ﺍﻟﻮﺟﻬﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻣﺜﻞ ﺍﻟﺒﻘﺎﺀ ﰲ ﺍﻟﺴﻮﻕ‪ ،‬ﺗﻌﻈﻴﻢ ﺍﻟﺮﺑﺢ‪ ،‬ﺯﻳﺎﺩﺓ ﺍﳊﺼﺔ ﺍﻟﺴﻮﻗﻴﺔ‪،‬‬
‫ﺍﻟﺘﻤﻮﻗﻊ‪.‬‬
‫‪ -‬ﺍﳌﻜﺎﻥ )‪ :(Place‬ﻳﺘﻤﺜﻞ ﺍﳌﻜﺎﻥ ﰲ ﺍﳌﻮﻗﻊ ﺃﻭ ﺍﶈﻞ ﺍﻟﺬﻱ ﳝﻜﻦ ﻟﻠﺴﺎﺋﺢ ﺃﻥ ﳛﺼﻞ ﻓﻴﻪ ﻋﻠﻰ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻭﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻨـﻬﺎ‪،‬‬
‫ﻭﻳﺘﻔﺎﻭﺕ ﻫﺬﺍ ﺍﳌﻜﺎﻥ ﻣﻦ ﻓﻀﺎﺀ ﻵﺧﺮ ﺣﻴﺚ ﳝﺜﻞ ﻭﻛﻼﺀ ﺍﻟﺴﻔﺮ ﻭﺍﳌﺸﻐﻠﻮﻥ ﻟﻠﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﺃﻣﺜﻠﺔ ﻋﻦ ﻧﻘﺎﻁ ﺍﻟﺘﻮﺯﻳﻊ ﻟﻠﻤﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ‪.‬‬
‫‪ -‬ﺍﻟﺘﺮﻭﻳﺞ )‪ :(Promotion‬ﻭﻳﺘﻤﺜﻞ ﰲ ﳎﻤﻮﻋﺔ ﺍﻷﻧﺸﻄﺔ ﺍﳌﺴﺘﻌﻤﻠﺔ ﻣﻦ ﺃﺟﻞ ﺇﻗﻨﺎﻉ ﺍﻟﻌﻤﻼﺀ ﻋﻠﻰ ﺍﻻﻗﺒﺎﻝ ﻋﻠﻰ ﻣﻨﺘﺠـﺎﺕ ﻣﻌﻴﻨـﺔ‪،‬‬
‫ﻭﻳﺸﻤﻞ ﺍﻻﻋﻼﻥ‪ ،‬ﺍﻟﺒﻴﻊ ﺍﻟﺸﺨﺼﻲ‪ ،‬ﺗﻨﺸﻴﻂ ﺍﳌﺒﻴﻌﺎﺕ‪ ،‬ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ‪ ،‬ﻣﻌﺎﺭﺽ ﺍﻟﺴﻔﺮ‪ ،...‬ﻭﻳﺘﻄﻠﺐ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﻮﺟﻬﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺿـﺮﻭﺭﺓ‬
‫ﻣﺸﺎﺭﻛﺔ ﺍﻟﺪﻭﻟﺔ ﻭﺇﺩﺍﺭﺍ‪‬ﺎ ﺍﳌﺨﺘﻠﻔﺔ ﰲ ﻫﺬﺍ ﺍﻟﻨﺸﺎﻁ‪.‬‬

‫‪66‬‬ ‫]‪Ùæù]<‚ÃÖ‬‬
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‫‪ -‬ﺍﻟﻨﺎﺱ )‪ :(people‬ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻳﻌﺮﺿﻮﻥ ﻭﻳﻘﺪﻣﻮﻥ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﳍﻢ ﺩﻭﺭ ﻣﻬﻢ ﰲ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺴﻴﺎﺣﻲ‪ ،‬ﻓﻤﻦ ﺧـﻼﻝ‬
‫ﺗﻘﺪﱘ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺑﺸﻜﻞ ﻭﺩﻱ ﻭﺗﺪﺭﻳﺐ ﺍﳌﺴﺘﺨﺪﻣﲔ ﰲ ﻗﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﺔ ﳝﻜﻦ ﺃﻥ ﻧﺆﺳﺲ ﻟﺼﻨﺎﻋﺔ ﺳﻴﺎﺣﻴﺔ ﻗﻮﻳﺔ ﻷﻥ ﺍﻟﺴﺎﺋﺢ ﻳﺘﺄﺛﺮ‬
‫ﺑﻄﺮﻗﺔ ﺗﻘﺪﱘ ﺍﳋﺪﻣﺔ‪.‬‬
‫‪ -‬ﺍﻟﱪﳎﺔ )‪ :(Programming‬ﺇﻥ ﺑﺮﳎﺔ ﺍﻷﺣﺪﺍﺙ ﻭﺍﻷﻧﺸﻄﺔ ﺍﳋﺎﺻﺔ ﻳ‪‬ﺤﺴﻦ ﻭﻳ‪‬ﻐﲏ ﺍﳌﻨﺘﺞ ﺍﻟﺴﻴﺎﺣﻲ ﻭﳚﻌﻞ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺃﻛﺜـﺮ‬
‫ﺳﻬﻮﻟﺔ ﻭﻳﺴﻤﺢ ﲞﻠﻖ ﳎﺎﻻﺕ ﲡﺎﺭﻳﺔ ﺟﺪﻳﺪﺓ ﻛﻤﺎ ﻳﺰﻳﺪ ﻣﻦ ﺍﻧﻔﺎﻕ ﺍﻟﺴﻴﺎﺡ ﻭﲢﻘﻴﻖ ﺭﺿﺎﻫﻢ‪ ،‬ﻭﺷﺄ‪‬ﺎ ﺷﺄﻥ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻷﺧﺮﻯ ﻓﺈﻥ‬
‫ﺍﻟﱪﳎﺔ ﲢﺘﺎﺝ ﺇﱃ ﺧﻄﺔ ﺗﺘﻀﻤﻦ ﺍﳍﺪﻑ ﺍﻟﺴﻮﻗﻲ ﻣﻨﻬﺎ‪.‬‬
‫‪ -‬ﺍﻟﺸﺮﺍﻛﺔ )‪ :(Partnership‬ﻣﻦ ﺧﻼﻝ ﺍﻟﺸﺮﺍﻛﺔ ﺍﶈﻠﻴﺔ ﺃﻭ ﺍﻷﺟﻨﺒﻴﺔ ﻣﻊ ﺍﳌﻨﻈﻤﺎﺕ ﺍﻟﱵ ﺗﺸﺘﺮﻙ ﰲ ﻧﻔﺲ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻓﺈﻧـﻪ‬
‫ﺑﺎﻹﻣﻜﺎﻥ ﲢﺴﲔ ﺍﻟﻄﻠﺐ ﺍﻟﻌﺎﻡ ﻋﻠﻰ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻭﺍﺳﺘﻔﺎﺩﺓ ﻫﺬﻩ ﺍﳌﻨﻈﻤﺎﺕ ﺍﻟﱵ ﺗﻌﻤﻞ ﻛﻞ ﰲ ﳎﺎﻝ ﺳﻴﺎﺣﻲ ﻣﻌﲔ ﻣﻦ ﺍﻟﺘﻘﻠﻴﻞ ﻣـﻦ‬
‫ﺍﻟﺘﻜﻠﻔﺔ‪ ،‬ﻛﻤﺎ ﺗﺴﻤﺢ ﺍﻟﺘﺤﺎﻟﻔﺎﺕ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺍﻟﺘﻌﺎﻭﻥ ﺑﲔ ﺍﳌﻨﺎﻓﺴﲔ)‪ (Coopetition‬ﰲ ﺯﻳﺎﺩﺓ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ‪.‬‬
‫ﻭﻳﻮﺿﺢ ﺍﻟﺸﻜﻞ ﺍﻟﺘﺎﱄ ﳎﺎﻻﺕ ﺗﻄﺒﻴﻖ ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﺴﻴﺎﺣﻲ‪:15‬‬
‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ :(02‬ﳎﺎﻻﺕ ﺗﻄﺒﻴﻖ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺴﻴﺎﺣﻲ‬

‫ﺍﻟﻘﻄﺎﻉ ﺍﳌﻨﻈﻢ ﻟﻠﺴﻔﺮ‬ ‫ﺍﻟﻘﻄﺎﻉ ﺍﳌﻨﻈﻢ ﻟﻠﺴﻴﺎﺣﺔ‬

‫ﺍﳌﺘﻌﺎﻣﻠﻮﻥ‪ ،‬ﻭﻛﻼﺕ ﺍﻟﺴﻔﺮ‪،‬‬ ‫ﺍﻟﺪﻳﻮﺍﻥ ﺍﻟﻮﻃﲏ ﻟﻠﺴﻴﺎﺣﺔ‬

‫ﻭﺳﻄﺎﺀ ﺍﻟﺴﻔﺮ‬ ‫ﺍﻟﺪﻭﺍﻭﻳﻦ ﺍﶈﻠﻴﺔ ﻟﻠﺴﻴﺎﺣﺔ‬

‫ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬
‫ﺍﻟﺴﻴﺎﺣﻲ‬
‫ﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ‬
‫ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ‬
‫اﻷﻧﺸﻄﺔ ﺍﳉﺎﺫﺑﺔ‪ ،‬ﻣﻘﻮﻣﺎﺕ‬
‫ﺍﻟﺰﻭﺍﺭ‪ ،‬ﺍﻟﺴﻴﺎﺡ ﺍﶈﻠﻴﲔ‬
‫ﺍﻻﻳﻮﺍﺀ ﻭﺍﻟﻀﻴﺎﻓﺔ‪ ،‬ﺍﻷﺣﺪﺍﺙ‬
‫ﻭﺍﻟﺪﻭﻟﻴﲔ‬
‫ﻭﺍﻟﺘﺴﻬﻴﻼﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ‬

‫ﻗﻄﺎﻉ ﺍﻟﻨﻘﻞ‬

‫ﺍﻟﻨﻘﻞ ﺍﳉﻮﻱ‪ ،‬ﺍﻟﺒﺤﺮﻱ‪ ،‬ﺍﻟﱪﻱ‪،‬‬

‫ﺍﻟﺴﻜﻚ ﺍﳊﺪﻳﺪﻳﺔ‬

‫ﻳﻮﺿﺢ ﺍﻟﺸﻜﻞ ﺍﻟﺴﺎﺑﻖ ﺍﻟﻌﻼﻗﺔ ﺑﲔ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ ﺍﻟﺬﻱ ﻳﻨﺸﺄ ﰲ ﺑﻠﺪ ﺍﻻﻗﺎﻣﺔ ﺍﻷﺻﻠﻴﺔ ﻟﻠﺴﻴﺎﺡ ﻭﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳌﻮﺟﻮﺩ ﺑﺼﻔﺔ‬
‫ﺃﺳﺎﺳﻴﺔ ﺩﺍﺧﻞ ﺍﻟﻮﺟﻬﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ‪ ،‬ﺣﻴﺚ ﻳﻘﻮﻡ ﻛﻞ ﻣﻦ ﺍﻟﻘﻄﺎﻉ ﺍﳌﻨﻈﻢ ﻟﻠﺴﻴﺎﺣﺔ ﻭﺍﻟﻘﻄﺎﻉ ﺍﳌﻨﻈﻢ ﻟﻠﺴﻔﺮ ﺑﺎﺳﺘﻌﻤﺎﻝ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﻷﺩﻭﺍﺕ‬
‫ﻭﺍﻷﺳﺎﻟﻴﺐ ﰲ ﺷﻜﻞ ﻣﺰﻳﺞ ﺗﺴﻮﻳﻘﻲ ﺳﻴﺎﺣﻲ ﻣﻦ ﺃﺟﻞ ﺍﺑﺮﺍﺯ ﻣﻜﻮﻧﺎﺕ ﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ ﻟﻮﺟﻬﺔ ﺳﻴﺎﺣﻴﺔ ﻣﻌﻴﻨﺔ ﻭﺇﻳﺼﺎﻟﻪ ﻟﻠﺴﻴﺎﺡ ﰲ ﻣﻜﺎﻥ‬
‫ﺍﻗﺎﻣﺘﻬﻢ‪ ،‬ﻭﻫﻮ ﻣﺎ ﳛﻔﺰ ﺟﺰﺀ ﻛﺒﲑ ﻣﻨﻬﻢ ﻋﻠﻰ ﺍﺧﺘﻴﺎﺭ ﻭﺟﻬﺔ ﺳﻴﺎﺣﻴﺔ ﻣﻌﻴﻨﺔ ﺑﻨﺎﺀ ﻋﻠﻰ ﺩﺭﺟﺔ ﺍﻗﻨﺎﻉ ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‪ ،‬ﻭﻫﻨﺎ ﺗﻠﻌﺐ ﺍﻟﺒﻨﻴﺔ ﺍﻟﺘﺤﺘﻴﺔ‬

‫‪67‬‬ ‫]‪Ùæù]<‚ÃÖ‬‬
‫‪www.manaraa.com‬‬
 ‫‪ì…^rjÖ]æ<^’jÎøÖ<ð^´<í×¥‬‬
‫]‪[ÐéÛÂ<êÂ^ŞÎ<ØӎÚ<Ý_<ÐèçŠi<ØӎÚ<V†ñ]ˆ¢]<»<íu^éŠÖ‬‬
‫ﻟﻠﻨﻘﻞ ﺩﻭﺭﺍ ﻣﻬﻤﺎ ﻷ‪‬ﺎ ﺗﺸﻜﻞ ﻣﻨﺎﻓﺬ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﻫﺬﻩ ﺍﻟﻮﺟﻬﺎﺕ‪ ،‬ﻭﺑﺎﻟﺘﺎﱄ ﻓﺈﻥ ﻋﻨﺎﺻﺮ ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﺍﻟﺴﻴﺎﺣﻲ ﺗ‪‬ﻄﺒـﻖ ﻋﻠـﻰ ﻛـﻞ‬
‫ﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﳌﺮﺗﺒﻄﺔ ﺑﺎﻟﺴﻴﺎﺣﺔ‪.‬‬

‫ﺛﺎﻟﺜﺎ‪ -‬ﻣﺆﺷﺮﺍﺕ ﺍﻟﺴﻮﻕ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮﻱ ﻭﺟﻮﺍﻧﺐ ﺿﻌﻔﻪ‪:‬‬

‫ﻳﻌﺘﻤﺪ ﳒﺎﺡ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﰲ ﻟﻌﺐ ﺩﻭﺭ ﺗﻨﻤﻮﻱ ﺩﺍﺧﻞ ﺃﻱ ﺍﻗﺘﺼﺎﺩ ﻋﻠﻰ ﻣﺪﻯ ﺍﻹﻣﻜﺎﻧﻴﺎﺕ ﺍﻟﱵ ﻳﺘﻤﺘﻊ ‪‬ﺎ ﻫﺬﺍ ﺍﻟﻘﻄﺎﻉ‪ ،‬ﻭﺑﺎﻟﺘﺎﱄ‬
‫ﻣﺪﻯ ﻗﺪﺭﺗﻪ ﻋﻠﻰ ﲢﻮﻳﻞ ﻣﻨﻄﻘﺔ ﻣﻌﻴﻨﺔ ﺇﱃ ﻭﺟﻬﺔ ﺳﻴﺎﺣﻴﺔ‪ ،‬ﻭﺗﺘﺤﺪﺩ ﻫﺬﻩ ﺍﻟﻘﺪﺭﺓ ﻣﻦ ﺧﻼﻝ ﻗﺪﺭﺓ ﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ ﻋﻠﻰ ﺟﺬﺏ ﻭﺍﺳﺘﻘﻄﺎﺏ‬
‫ﺍﻟﺴﻴﺎﺡ ﻭﻣﺪﻯ ﺍﺳﺘﺠﺎﺑﺘﻪ ﳊﺠﻢ ﻭﺧﺼﺎﺋﺺ ﻫﺆﻻﺀ ﺍﻟﺴﻴﺎﺡ‪ ،‬ﻭﻋﻠﻴﻪ ﻓﺈﻥ ﺩﺭﺍﺳﺔ ﺍﻟﻌﺮﺽ ﻭﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ ﻣﻦ ﺷﺄﻧﻪ ﺃﻥ ﻳﻮﻓﺮ ﻧﻈﺮﺓ ﺷـﺎﻣﻠﺔ‬
‫ﺣﻮﻝ ﺃﺩﺍﺀ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﻭﺍﻻﲡﺎﻫﺎﺕ ﺍﳌﺴﺘﻘﺒﻠﻴﺔ ﻟﻪ‪ ،‬ﻭﻓﻴﻤﺎ ﻳﻠﻲ ﻧﺘﻨﺎﻭﻝ ﺟﻮﺍﻧﺐ ﻣﻌﻴﻨﺔ ﻣﻦ ﻣﺆﺷﺮﺍﺕ ﺍﻟﻌﺮﺽ ﻭﺍﻟﻄﻠـﺐ ﺍﻟﺴـﻴﺎﺣﻲ ﰲ‬
‫ﺍﳉﺰﺍﺋﺮ‪.‬‬
‫‪ -1‬ﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ ﺍﻟﻔﻨﺪﻗﻲ )ﺍﻟﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴﺔ(‬
‫ﰲ ﺑﻠﺪ ﲝﺠﻢ ﻗﺎﺭﺓ ﺗﺘﻨﻮﻉ ﻓﻴﻪ ﺍﳌﺆﻫﻼﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﻟﻄﺒﻴﻌﺔ ﻭﺗﺘﻌﺪﺩ ﻓﻴﻪ ﺍﻟﺜﻘﺎﻓﺎﺕ ﻓﺈﻧﻪ ﻻ ﳝﻜﻦ ﺍﺳﺘﻌﺮﺍﺽ ﻛﻞ ﻫﺬﻩ ﺍﳌﺆﻫﻼﺕ ﺍﻟﻄﺒﻴﻌﻴـﺔ‬
‫ﻭﺍﻟﺜﻘﺎﻓﻴﺔ ﻣﻦ ﺧﻼﻝ ﻫﺬﻩ ﺍﻟﻮﺭﻗﺔ‪ ،‬ﻭﺍﻟﱵ ﺗ‪‬ﺮﻛﺰ ﰲ ﺩﺭﺍﺳﺔ ﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ ﻋﻠﻰ ﺟﺎﻧﺐ ﻣﻦ ﺍﳌﻨﺸﺂﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻭﻣﺪﻯ ﺗﻮﻓﺮﻫﺎ ﻭﻗﺪﺭ‪‬ﺎ ﻋﻠﻰ‬
‫ﺗﻠﺒﻴﺔ ﺗﻄﻠﻌﺎﺕ ﺍﻟﺴﻴﺎﺡ ﺍﳌﺘﻮﺍﻓﺪﻳﻦ ﻛﻤ‪‬ﺎ ﻭﻧﻮﻋ‪‬ﺎ‪.‬‬
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ﺍﻟﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴﺔ ﻟﻠﻬﻴﺎﻛﻞ ﺍﻟﻔﻨﺪﻗﻴﺔ‪:‬‬
‫ﺗ‪‬ﻌﺘﱪ ﺍﻟﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴﺔ ﺍﻟﱵ ﺗﻮﻓﺮﻫﺎ ﺍﳊﻈﲑﺓ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺩﺍﺧﻞ ﺃﻱ ﻭﺟﻬﺔ ﺳﻴﺎﺣﻴﺔ ﻣﻌﻴﺎﺭﺍ ﺃﺳﺎﺳﻴﺎ ﻟﻘﻴﺎﺱ ﻭﺗﻘﻴﻴﻢ ﺟﺎﻧﺐ ﻣﻬﻢ ﻣﻦ ﺟﻮﺍﻧﺐ‬
‫ﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ ﺳﻮﺍﺀ ﻣﻦ ﺣﻴﺚ ﺣﺠﻤﻪ ﺃﻭ ﻧﻮﻋﻴﺘﻪ‪ ،‬ﻭﺑﺎﻟﺘﺎﱄ ﻣﺪﻯ ﺇﻏﺮﺍﺋﻪ ﻭﺟﻠﺒﻪ ﻟﻠﺴﻴﺎﺡ ﺑﻨﺎﺀ ﻋﻠﻰ ﻣﺎ ﻳ‪‬ﻘﺪﻣﻪ ﰲ ﻫﺬﺍ ﺍﳉﺎﻧﺐ‪ ،‬ﻭﺑﺎﻟﻨﺴﺒﺔ‬
‫ﻟﻠﺠﺰﺍﺋﺮ ﻓﺈﻥ ﺍﳊﻈﲑﺓ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺗﺘﻤﻴﺰ ﺑﻀﻌﻒ ﻃﺎﻗﺘﻬﺎ ﺍﻹﻳﻮﺍﺋﻴﺔ ﻛﻤﺎ ﻳﻮﺿﺤﻪ ﺍﻟﺸﻜﻞ‪:‬‬
‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ :(03‬ﺗﻄﻮﺭ ﺍﻟﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴﺔ ﳍﻴﺎﻛﻞ ﺍﻻﻳﻮﺍﺀ ﺍﳉﺰﺍﺋﺮﻳﺔ ﻣﻦ ﺳﻨﺔ ‪ 1999‬ﺇﱃ ﺳﻨﺔ ‪2012‬‬

‫ﺍﳌﺼﺪﺭ‪ :‬ﻣﻦ ﺇﻋﺪﺍﺩ ﺍﻟﺒﺎﺣﺜﲔ‪.‬‬

‫ﻳﻮﺿﺢ ﺍﻟﺸﻜﻞ ﺃﻥ ﻫﻨﺎﻙ ﺯﻳﺎﺩﺓ ﺳﻨﻮﻳﺔ ﰲ ﺍﻟﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴﺔ ﻟﻠﺤﻈﲑﺓ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺑﺎﳉﺰﺍﺋﺮ ﺣﻴﺚ ﺑﻠﻐﺖ ﺳﻌﺔ ‪ 96497‬ﺳـﺮﻳﺮﺍ ﺳـﻨﺔ‬
‫‪ 2012‬ﺇﻻ ﺃ‪‬ﺎ ﺗﺒﻘﻰ ﺿﻌﻴﻔﺔ ﺧﺎﺻﺔ ﺇﺫﺍ ﻣﺎ ﻗﻮﺭﻧﺖ ﺑﺎﻷﺳﻮﺍﻕ ﺍ‪‬ﺎﻭﺭﺓ‪ ،16‬ﺣﻴﺚ ﺑﻠﻐﺖ ﺍﻟﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴﺔ ﻟﻠﺤﻈﲑﺓ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺑﺎﳌﻐﺮﺏ ﺳـﻌﺔ‬
‫‪ 194025‬ﺳﺮﻳﺮﺍ ﺳﻨىﺔ ‪ 17،2012‬ﺃﻱ ﺍ‪‬ﺎ ﺗ‪‬ﺸﻜﻞ ﺿﻌﻒ ﺍﻟﻄﺎﻗﺔ ﺍﻻﺳﺘﻴﻌﺎﺑﻴﺔ ﻟﻠﺤﻈﲑﺓ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳉﺰﺍﺋﺮﻳﺔ‪ ،‬ﺑﻴﻨﻤﺎ ﺑﻠﻐﺖ ﰲ ﺗﻮﻧﺲ ﺳﻌﺔ‬
‫‪ 241528‬ﺳﺮﻳﺮﺍ ﺳﻨﺔ ‪ 18،2010‬ﺃﻱ ﺃ‪‬ﺎ ﺃﻛﱪ ﻣﻦ ﻧﻈﲑ‪‬ﺎ ﰲ ﺍﳉﺰﺍﺋﺮ ﺏ‪ 2.5‬ﻣﺮﺓ‪.‬‬
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ﺗﻮﺯﻳﻊ ﺍﻟﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴﺔ ﺣﺴﺐ ﺩﺭﺟﺔ ﺍﻟﺘﺼﻨﻴﻒ‪:‬‬
‫ﺗﺘﻮﺯﻉ ﺍﻟﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴﺔ ﺣﺴﺐ ﺩﺭﺟﺔ ﺗﺼﻨﻴﻒ ﺍﻟﻔﻨﺎﺩﻕ ﺍﻟﱵ ﺗﻮﻓﺮﻫﺎ ﺑﺎﻟﺸﻜﻞ ﺍﻟﺘﺎﱄ‪:‬‬

‫‪68‬‬ ‫]‪Ùæù]<‚ÃÖ‬‬
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 ‫‪ì…^rjÖ]æ<^’jÎøÖ<ð^´<í×¥‬‬
‫]‪[ÐéÛÂ<êÂ^ŞÎ<ØӎÚ<Ý_<ÐèçŠi<ØӎÚ<V†ñ]ˆ¢]<»<íu^éŠÖ‬‬

‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ :(04‬ﺗﻮﺯﻳﻊ ﺍﻟﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴﺔ ﺣﺴﺐ ﺩﺭﺟﺔ ﺗﺼﻨﻴﻒ ﺍﻟﻔﻨﺎﺩﻕ )ﺳﻨﺔ ‪(2012‬‬

‫ﺍﳌﺼﺪﺭ‪ :‬ﻣﻦ ﺇﻋﺪﺍﺩ ﺍﻟﺒﺎﺣﺜﲔ‪.‬‬

‫ﻳﺘﻀﺢ ﻣﻦ ﺧﻼﻝ ﺍﻟﺸﻜﻞ ﺍﻟﺴﺎﺑﻖ ﺃﻥ ﺍﻟﻔﻨﺎﺩﻕ ﻏﲑ ﺍﳌﹸﺼﻨ‪‬ﻔﺔ ﻣﻊ ﻫﻴﺎﻛﻞ ﺍﻻﻳﻮﺍﺀ ﺍﻷﺧﺮﻯ ﻫﻲ ﺍﻟﱵ ﺗﻮﻓﺮ ﺃﻛﱪ ﻗﺪﺭ ﻣﻦ ﺍﻟﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴﺔ‬
‫ﻟﺴﻨﺔ ‪ 2012‬ﺣﻴﺚ ﺑﻠﻐﺖ ﻧﺴﺒﺔ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍ َﻷ ‪‬ﺳﺮ‪‬ﺓ ‪ ،%80.9‬ﻓﻴﻤﺎ ﺑﻠﻎ ﻧﺼﻴﺐ ﺍﻟﻔﻨﺎﺩﻕ ﺍﳌﹸﺼﻨﻔﺔ ﻣﻦ ﺣﻴﺚ ﺗﻮﻓﲑﻫﺎ ﻟﻠﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴـﺔ‬
‫‪ %9.1‬ﻓﻘﻂ‪ 19،‬ﻭﻣﻘﺎﺭﻧﺔ ﻣﻊ ﺗﻮﻧﺲ ﻓﺈﻥ ﺣﺠﻢ ﺍﻟﻄﺎﻗﺔ ﺍﻹﻳﻮﺍﺋﻴﺔ ﺍﻟﱵ ﺗﻮﻓﺮﻫﺎ ﺍﻟﻔﻨﺎﺩﻕ ﺍﳌﺼﻨﻔﺔ ﺑﻠﻎ ﻧﺴﺒﺔ ‪ %81‬ﺳﻨﺔ ‪ 20،2010‬ﻭﻛﺎﻧﺖ‬
‫ﻫﺬﻩ ﺍﻟﻨﺴﺒﺔ ﰲ ﺍﳌﻐﺮﺏ ‪ %68‬ﺧﻼﻝ ﺳﻨﺔ ‪ ،2012‬ﻭﻋﻠﻴﻪ ﺗ‪‬ﻮﺿﺢ ﻫﺬﻩ ﺍﻷﺭﻗﺎﻡ ﻧﻮﻋﻴﺔ ﺍﳌﹸﻨﺘ‪‬ﺞ ﺍﻟﺴﻴﺎﺣﻲ ﻭﺍﳋﺪﻣﺎﺕ ﺍﻟﱵ ﺗﻮﻓﺮﻫـﺎ ﺍﳍﻴﺎﻛـﻞ‬
‫ﺍﻟﻔﻨﺪﻗﻴﺔ ﰲ ﺍﳉﺰﺍﺋﺮ ﻭﺍﻟﱵ ﻻ ﺗﺮﻗﻰ ﺇﱃ ﻣﺴﺘﻮﻯ ﺍﳌﻨﺎﻓﺴﺔ ﺍﻷﺟﻨﺒﻴﺔ‪ ،‬ﻭﻫﻮ ﻣﺎ ﻳ‪‬ﺤ‪‬ﺘّﻢ ﺍﻟﻌﻤﻞ ﻋﻠﻰ ﺇﻋﺎﺩﺓ ‪‬ﻴﺌﺔ ﺍﳊﻈﲑﺓ ﺍﻟﻔﻨﺪﻗﻴﺔ ﲟﺎ ﻳﺘﻤﺎﺷﻰ ﻣـﻊ‬
‫ﺍﳌﻘﺎﻳﻴﺲ ﺍﻟﺪﻭﻟﻴﺔ ﻛﺄﺣﺪ ﻣﻔﺎﺗﻴﺢ ﺍﻟﻨﻬﻮﺽ ﺑﺎﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﰲ ﺍﳉﺰﺍﺋﺮ‪ ،‬ﻭﻫﻮ ﻣﺎ ﻳﺘﻄﻠﺐ ﺑﻌﺚ ﻭﺗﺮﻗﻴﺔ ﺍﻻﺳﺘﺜﻤﺎﺭﺍﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ‪.‬‬
‫‪ -2‬ﺟﺎﻧﺐ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ‪ :‬ﻧﺘﻄﺮﻕ ﺇﱃ ﺑﻌﺾ ﻣﺘﻐﲑﺍﺕ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ ﺣﻴﺚ ﺳﻨﺘﻨﺎﻭﻝ ﻋﺪﺩ ﺍﻟﺴﻴﺎﺡ ﺍﳌﺘﻮﺍﻓـﺪﻳﻦ ﻋﻠـﻰ ﺍﳉﺰﺍﺋـﺮ‬
‫ﻭﺗﺮﻛﻴﺒﺘﻬﻢ‪:‬‬
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ﺗﻄﻮﺭ ﺗﺪﻓﻖ ﻋﺪﺩ ﺍﻟﺴﻴﺎﺡ ﺇﱃ ﺍﳉﺰﺍﺋﺮ‪:‬‬
‫ﻳﻮﺿﺢ ﺍﻟﺸﻜﻞ ﺃﺩﻧﺎﻩ ﺃﻥ ﻋﺪﺩ ﺍﻟﺴﻴﺎﺡ ﺍﳌﺘﻮﺍﻓﺪﻳﻦ ﻋﻠﻰ ﺍﳉﺰﺍﺋﺮ ﰲ ﺍﺭﺗﻔﺎﻉ ﺳﻨﻮﻱ ﺣﻴﺚ ﺑﻠﻎ ﻋﺪﺩﻫﻢ ‪ 2.63‬ﻣﻠﻴﻮﻥ ﺳـﺎﺋﺢ ﺳـﻨﺔ‬
‫‪ 21 ،2012‬ﺇﻻ ﺃﻥ ﻫﺬﺍ ﺍﻟﻌﺪﺩ ﻳﻌﺘﱪ ﺿﻌﻴﻔﺎ ﻣﻘﺎﺭﻧﺔ ﺑﺎﻷﺳﻮﺍﻕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍ‪‬ﺎﻭﺭﺓ ﻭﺍﳌﻨﺎﻓﺴﺔ‪ ،‬ﻓﻔﻲ ﺗﻮﻧﺲ ﺑﻠﻎ ﻋﺪﺩ ﺍﻟﺴـﻴﺎﺡ ﺳـﻨﺔ ‪2012‬‬
‫ﺣﻮﺍﱄ ‪ 6‬ﻣﻼﻳﲔ ﺳﺎﺋﺢ‪ ،‬ﺑﻴﻨﻤﺎ ﺑﻠﻎ ﰲ ﺍﳌﻐﺮﺏ ‪ 9.37‬ﻣﻠﻴﻮﻥ ﺳﺎﺋﺢ‪ ،‬ﺃﻱ ﺃﺭﺑﻌﺔ ﺃﺿﻌﺎﻑ ﻣﺎ ﺗﺴﺘﻘﻄﺒﻬﻢ ﺍﻟﺴﻮﻕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﰲ ﺍﳉﺰﺍﺋﺮ‪.‬‬
‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ :(05‬ﺗﻄﻮﺭ ﻋﺪﺩ ﺍﻟﺴﻴﺎﺡ ﺍﳌﺘﻮﺍﻓﺪﻳﻦ ﻋﻠﻰ ﺍﳉﺰﺍﺋﺮ ﻣﻘﺎﺭﻧﺔ ﺑﺎﳌﻐﺮﺏ ﻭﺗﻮﻧﺲ )ﺳﻨﺔ ‪(2012‬‬

‫‪69‬‬ ‫]‪Ùæù]<‚ÃÖ‬‬
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 ‫‪ì…^rjÖ]æ<^’jÎøÖ<ð^´<í×¥‬‬
‫]‪[ÐéÛÂ<êÂ^ŞÎ<ØӎÚ<Ý_<ÐèçŠi<ØӎÚ<V†ñ]ˆ¢]<»<íu^éŠÖ‬‬

‫ﺍﳌﺼﺪﺭ‪ :‬ﻣﻦ ﺇﻋﺪﺍﺩ ﺍﻟﺒﺎﺣﺜﲔ‪.‬‬

‫ﻭﻧﺸﲑ ﺇﱃ ﺃﻥ ‪ %63‬ﻣﻦ ﻋﺪﺩ ﺍﻟﺴﻴﺎﺡ ﺍﳌﺘﻮﺍﻓﺪﻳﻦ ﻋﻠﻰ ﺍﳉﺰﺍﺋﺮ ﺳﻨﺔ ‪ 2012‬ﻫﻢ ﺟﺰﺍﺋﺮﻳﻮﻥ ﻣﻘﻴﻤﻮﻥ ﺑﺎﳋﺎﺭﺝ‪ ،‬ﺑﻴﻨﻤﺎ ﳝﺜـﻞ ‪%37‬‬
‫ﺳﻴﺎﺡ ﺃﺟﺎﻧﺐ ﻣﻦ ﺟﻨﺴﻴﺎﺕ ﳐﺘﻠﻔﺔ‪.‬‬
‫
ﻫﻴﻜﻞ ﺍﻟﺴﻴﺎﺡ ﺍﳌﺘﻮﺍﻓﺪﻳﻦ ﻋﻠﻰ ﺍﳉﺰﺍﺋﺮ‪:‬‬
‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ :(06‬ﺗﺮﻛﻴﺒﺔ ﺍﻟﺴﻴﺎﺡ ﺍﻷﺟﺎﻧﺐ ﺍﳌﺘﻮﺍﻓﺪﻳﻦ ﻋﻠﻰ ﺍﳉﺰﺍﺋﺮ ﺣﺴﺐ ﺟﻨﺴﻴﺎ‪‬ﻢ )ﺳﻨﺔ ‪(2012‬‬

‫ﺍﳌﺼﺪﺭ‪ :‬ﻣﻦ ﺇﻋﺪﺍﺩ ﺍﻟﺒﺎﺣﺜﲔ‪.‬‬

‫ﻳﺒﲔ ﺍﻟﺸﻜﻞ ﺃﻥ ﺗﻮﻧﺲ ﻫﻲ ﺃﻭﻝ ﺑﻠﺪ ﻣﻮﻓﺪ ﻟﻠﺴﻴﺎﺡ ﺍﻷﺟﺎﻧﺐ ﺑﻨﺴﺒﺔ ‪ %54.14‬ﻣﻦ ﺇﲨﺎﱄ ﻋﺪﺩ ﺍﻟﺴﻴﺎﺡ ﺍﻷﺟﺎﻧﺐ ﻭﻫﺬﺍ ﺭﺍﺟﻊ ﺃﺳﺎﺳﺎ‬
‫ﺇﱃ ﻋﺪﻡ ﻓﺮﺽ ﺗﺄﺷﲑﺓ ﺍﻟﺪﺧﻮﻝ ﺑﲔ ﺍﻟﺒﻠﺪﻳﻦ ﺍﳌﺘﺠﺎﻭﺭﻳﻦ‪ ،‬ﻭﺃﻳﻀﺎ ﺍﱃ ﺍﻟﺘﻨﻘﻞ ﺍﻟﻴﻮﻣﻲ ﺑﲔ ﺍﳊﺪﻭﺩ ﺍﳉﺰﺍﺋﺮﻳﺔ ﻭﺍﻟﺘﻮﻧﺴﻴﺔ ﺑﻐﺮﺽ ﺍﻟﺘﺠﺎﺭﺓ ﻭﻟﻴﺲ‬
‫ﻛﻞ ﻫﺆﻻﺀ ﻫﻢ ﻓﻌﻼ ﺳﻴﺎﺡ‪ ،‬ﰒ ﺗﺄﰐ ﻓﺮﻧﺴﺎ ﺑﻨﺴﺒﺔ ‪ %12.17‬ﻭﺑﺬﻟﻚ ﺗﺴﺘﺤﻮﺫ ﺗﻮﻧﺲ ﻭﻓﺮﻧﺴﺎ ﻋﻠﻰ ﻣﺎﻧﺴﺒﺘﻪ ‪ %66.31‬ﻣـﻦ ﺇﲨـﺎﱄ‬
‫ﺍﻟﺴﻴﺎﺡ ﺍﻷﺟﺎﻧﺐ ﺍﳌﺘﻮﺍﻓﺪﻳﻦ ﺇﱃ ﺍﳉﺰﺍﺋﺮ‪ ،‬ﳑﺎ ﻳﻌﲏ ﻋﺪﻡ ﺍﻟﺘﻨﻮﻉ ﻣﻦ ﺣﻴﺚ ﺍﻟﺪﻭﻝ ﺍﳌﻮﻓﺪﺓ ﻟﻠﺴﻴﺎﺡ ﺍﻷﺟﺎﻧﺐ‪.‬‬
‫
ﻋﺪﺩ ﺍﻟﻠﻴﺎﱄ ﺍﳌﻘﻀﺎﺓ‪:‬‬
‫ﻳ‪‬ﻌﱪ ﻣﺆﺷﺮ ﺍﻟﻠﻴﺎﱄ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﻟﱵ ﻳﻘﻀﻴﻬﺎ ﺍﻟﺴﻴﺎﺡ ﻋﻦ ﻣﺪﺓ ﺇﻗﺎﻣﺘﻬﻢ ﺩﺍﺧﻞ ﺍﻟﺒﻠﺪ‪ ،‬ﻭﻳﺮﺗﻔﻊ ﻫﺬﺍ ﺍﳌﺆﺷﺮ ﻣﺘﺄﺛﺮﺍ ﺑﺎﺭﺗﻔﺎﻉ ﻋـﺪﺩ ﺍﻟﺴـﻴﺎﺡ‬
‫ﺍﻟﻮﺍﻓﺪﻳﻦ ﺇﱃ ﺑﻠﺪ ﻣﻌﲔ ﺃﻭ ﺑﻄﻮﻝ ﺇﻗﺎﻣﺔ ﻫﺆﻻﺀ ﺍﻟﺴﻴﺎﺡ ﺩﺍﺧﻞ ﻫﺬﺍ ﺍﻟﺒﻠﺪ‪ ،‬ﻛﻤﺎ ﻳﺴﻤﺢ ﻣﻌﺮﻓﺔ ﻋﺪﺩ ﺍﻟﻠﻴﺎﱄ ﺍﳌﻘﻀﺎﺓ ﺑﺎﳍﻴﺎﻛﻞ ﺍﻟﻔﻨﺪﻗﻴﺔ ﲟﻌﺮﻓـﺔ‬

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 ‫‪ì…^rjÖ]æ<^’jÎøÖ<ð^´<í×¥‬‬
‫]‪[ÐéÛÂ<êÂ^ŞÎ<ØӎÚ<Ý_<ÐèçŠi<ØӎÚ<V†ñ]ˆ¢]<»<íu^éŠÖ‬‬
‫ﻣﺘﻮﺳﻂ ﻣﺪﺓ ﺍﻹﻗﺎﻣﺔ ﰲ ﺍﻟﻔﻨﺎﺩﻕ ﻭﺍﻟﺬﻱ ﻳ‪‬ﺸﲑ ﺿﻤﻨﻴﺎ ﺇﱃ ﻣﺘﻮﺳﻂ ﻣﺪﺓ ﺑﻘﺎﺀ ﺍﻟﺴﻴﺎﺡ ﺩﺍﺧﻞ ﺑﻠﺪ ﻣﻌﲔ‪ ،‬ﻭﻛﻠﻤﺎ ﺯﺍﺩﺕ ﻫـﺬﻩ ﺍﳌـﺪﺓ ﺯﺍﺩﺕ‬
‫ﺍﻻﻳﺮﺍﺩﺍﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ‪.‬‬
‫ﺍﻟﺸﻜﻞ ﺭﻗﻢ )‪ :(07‬ﻋﺪﺩ ﺍﻟﻠﻴﺎﱄ ﺍﳌﻘﻀﺎﺓ ﰲ ﻫﻴﺎﻛﻞ ﺍﻻﻳﻮﺍﺀ ﺍﳉﺰﺍﺋﺮﻳﺔ ﻣﻘﺎﺭﻧﺔ ﺑﺘﻮﻧﺲ ﻭﺍﳌﻐﺮﺏ ﻟﺴﻨﺔ ‪.2012‬‬

‫ﺍﳌﺼﺪﺭ‪ :‬ﺇﻋﺪﺍﺩ ﺍﻟﺒﺎﺣﺜﲔ‪.‬‬

‫ﻳﻮﺿﺢ ﺍﻟﺸﻜﻞ ﺃﻥ ﺍﻟﻠﻴﺎﱄ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﳌﻘﻀﺎﺓ ﰲ ﻫﻴﺎﻛﻞ ﺍﻻﻳﻮﺍﺀ ﺍﻟﺘﻮﻧﺴﻴﺔ ﺗﻔﻮﻕ ﺑـ‪ 4.5‬ﺿﻌﻔﺎ ﻋﺪﺩ ﺍﻟﻠﻴﺎﱄ ﺍﳌﻘﻀﺎﺓ ﰲ ﻫﻴﺎﻛﻞ ﺍﻻﻳﻮﺍﺀ‬
‫ﺍﳉﺰﺍﺋﺮﻳﺔ‪ ،‬ﺑﻴﻨﻤﺎ ﻋﺪﺩ ﺍﻟﻠﻴﺎﱄ ﺍﳌﻘﻀﺎﺓ ﰲ ﻫﻴﺎﻛﻞ ﺍﻻﻳﻮﺍﺀ ﺍﳌﻐﺮﺑﻴﺔ ﺍﳌﺼﻨﻔﺔ ﻓﻘﻂ ﺗﻔﻮﻕ ﺑـ ‪ 2.6‬ﻣﺮﺓ ﺍﻟﻌﺪﺩ ﺍﻻﲨﺎﱄ ﻟﻠﻴﺎﱄ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﳌﻘﻀﺎﺓ‬
‫ﰲ ﺍﳉﺰﺍﺋﺮ‪ ،‬ﻭﻫﺬﺍ ﺭﺍﺟﻊ ﺇﱃ ﺍﻻﻗﺒﺎﻝ ﺍﻟﻀﻌﻴﻒ ﻟﻠﺴﻴﺎﺡ ﺍﻷﺟﺎﻧﺐ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﺠﺰﺍﺋﺮ ﻛﻤﺎ ﻳﺪﻝ ﻋﻠﻰ ﻗﺼﺮ ﻣﺪﺓ ﺇﻗﺎﻣﺔ ﻫﺆﻻﺀ ﺍﻟﺴﻴﺎﺡ ﺑﺎﳉﺰﺍﺋﺮ‪.‬‬
‫ﺭﺍﺑﻌﺎ‪ -‬ﻣﻌﻮﻗﺎﺕ ﺍﻟﻨﻬﻮﺽ ﺑﺎﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮﻱ‪:‬‬
‫ﻣﻦ ﺧﻼﻝ ﺍﻟﻌﺮﺽ ﺍﳌﻘﺪﻡ ﻳﺘﻀﺢ ﺃﻥ ﺍﳌﺸﺎﻛﻞ ﺍﻟﱵ ﻳﻌﺎﱐ ﻣﻨﻬﺎ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﻟﻴﺴﺖ ﻣﺮﺗﺒﻄﺔ ﺑﺎﻟﺘﺴﻮﻳﻖ ﻓﻘﻂ ﺑﻞ ﻫﻨﺎﻙ ﻣﺸﺎﻛﻞ ﺃﻛﱪ‬
‫ﻭﺃﻋﻤﻖ ﺗﺘﻐﻠﻐﻞ ﰲ ﺷﺒﻜﺔ ﻣﻦ ﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﳌﺘﺪﺍﺧﻠﺔ‪ ،‬ﻭﻓﻴﻤﺎ ﻳﻠﻲ ﳓﺼﺮ ﺃﻫﻢ ﻫﺬﻩ ﺍﳌﺸﺎﻛﻞ ﺍﻟﱵ ﺣﺎﻟﺖ ﺩﻭﻥ ﺗﻄﻮﺭ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮﻱ‪:‬‬
‫‪ -1‬ﺿﻌﻒ ﺗﺪﻓﻖ ﻋﺪﺩ ﺍﻟﺴﻴﺎﺡ ﺇﱃ ﺍﳉﺰﺍﺋﺮ ‪:‬ﻭﺫﻟﻚ ﺭﺍﺟﻊ ‪‬ﻤﻮﻋﺔ ﻣﻦ ﺍﻷﺳﺒﺎﺏ ﻣﻨﻬﺎ ﻋﺪﻡ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺍﺧﺘﺮﺍﻕ ﺍﻷﺳـﻮﺍﻕ ﺍﻷﺟﻨﺒﻴـﺔ‬
‫ﻭﺍﺳﺘﻘﻄﺎﺏ ﺍﻟﺴﻴﺎﺡ ﺑﻔﻌﻞ ﻏﻴﺎﺏ ﺑﺮﺍﻣﺞ ﺗﺴﻮﻳﻘﻴﺔ‪ ،‬ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﻋﺪﻡ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﻣﺴﺢ ﺍﻟﺼﻮﺭﺓ ﺍﻟﺬﻫﻨﻴﺔ ﺍﻟﺴﻠﺒﻴﺔ ﺍﻟﱵ ﺗﺸـﻜﻠﺖ ﻟـﺪﻯ‬
‫ﺍﻟﺴﻴﺎﺡ ﺍﲡﺎﻩ ﺍﳉﺰﺍﺋﺮ ﻛﻮﺟﻬﺔ ﺳﻴﺎﺣﻴﺔ ﻏﲑ ﺁﻣﻨﺔ‪.‬‬
‫‪ -2‬ﻋﺪﻡ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺍﻟﺘﻐﻠﻞ ﰲ ﺍﻷﺳﻮﺍﻕ ﺍﻟﺪﻭﻟﻴﺔ‪ :‬ﻫﻨﺎﻙ ﺧﻠﻞ ﰲ ﻫﻴﻜﻞ ﺗﻮﺯﻳﻊ ﺍﻟﺴﻴﺎﺡ ﺍﳌﺘﻮﺍﻓﺪﻳﻦ ﺇﱃ ﺍﳉﺰﺍﺋﺮ ﺣﻴﺚ ﺃﻥ ‪ %66‬ﻣـﻦ‬
‫ﺍﻟﺴﻴﺎﺡ ﻣﺼﺪﺭﻫﻢ ﺩﻭﻟﺘﲔ ﻓﻘﻂ ﳘﺎ ﺗﻮﻧﺲ ﻓﺮﻧﺴﺎ ﻭﺃﻥ ﺃﻱ ﺍﺿﻄﺮﺍﺏ ‪‬ﻤﺎ ﺳﻮﻑ ﻳﺆﺛﺮ ﺑﺸﻜﻞ ﺳﻠﱯ ﻋﻠﻰ ﺗﻮﺍﻓﺪ ﺍﻟﺴـﻴﺎﺡ ﺍﻷﺟﺎﻧـﺐ ﺇﱃ‬
‫ﺍﳉﺰﺍﺋﺮ‪ ،‬ﻫﺬﻩ ﺍﻟﻮﺿﻌﻴﺔ ﺗﺘﻄﻠﺐ ﲣﻄﻴﻂ ﺑﺮﺍﻣﺞ ﻟﺘﺮﻭﻳﺞ ﺍﳌﻨﺘﺞ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮﻱ ﰲ ﺍﳋﺎﺭﺝ ﺑﺸﻜﻞ ﳛﻔﺰ ﺍﻟﺴﻴﺎﺡ ﺍﻷﺟﺎﻧﺐ ﺩﺍﺧﻞ ﺍﻻﺳﻮﺍﻕ‬
‫ﺍﳌﺨﺘﻠﻔﺔ‪ ،‬ﻟﻜﻦ ﻫﺬﺍ ﳚﺐ ﺃﻥ ﻳﺴﺒﻘﻪ ﲢﺴﲔ ﰲ ﺍﳍﻴﺎﻛﻞ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻣﻦ ﺣﻴﺚ ﻃﺎﻗﺘﻬﺎ ﺍﻻﻳﻮﺍﺋﻴﺔ ﻭﻣﻦ ﺣﻴﺚ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﳌﻘﺪﻣﺔ‪ ،‬ﻷﻥ ﺃﻱ‬
‫ﻋﺠﺰ ﰲ ﺗﻐﻄﻴﺔ ﺍﻟﻄﻠﺐ ﻣﻦ ﺣﻴﺚ ﺍﳊﺠﻢ ﺃﻭ ﺍﻟﻨﻮﻉ ﻣﻦ ﺷﺄﻧﻪ ﺃﻥ ﻳﺴﻴﺊ ﺇﱃ ﺍﳉﺰﺍﺋﺮ ﻛﻮﺟﻬﺔ ﺳﻴﺎﺣﻴﺔ‪.‬‬
‫‪ -3‬ﻃﺎﻗﺎﺕ ﻏﲑ ﻛﺎﻓﻴﺔ ﻭﺫﺍﺕ ﻧﻮﻋﻴﺔ ﺳﻴﺌﺔ ﺑﺎﻟﻨﺴﺒﺔ ﳍﻴﺎﻛﻞ ﺍﻹﻳﻮﺍﺀ‪ :‬ﻣﺎ ﻳ‪‬ﻤﻴﺰ ﺍﻟﺴﻮﻕ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮﻱ ﻫﻮ ﺍﻟﻌﺠﺰ ﺍﻟﻮﺍﺿﺢ ﰲ ﺍﻟﻄﺎﻗـﺔ‬
‫ﺍﻻﺳﺘﻴﻌﺎﺑﻴﺔ ﳍﻴﺎﻛﻞ ﺍﻹﻳﻮﺍﺀ‪ ،‬ﻭﻫﻲ ﻏﲑ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺗﻐﻄﻴﺔ ﺍﻟﻄﻠﺐ ﰲ ﺣﺎﻝ ﺍﺭﺗﻔﺎﻋﻪ ﺑﺸﻜﻞ ﺳﺮﻳﻊ ﻭﻣﻔﺎﺟﺊ ﻧﺘﻴﺠﺔ ﺑﻌﺾ ﺍﻟﻈﺮﻭﻑ ﻣﺜﻞ ﺣﺎﻟﺔ‬
‫ﻋﺪﻡ ﺍﻻﺳﺘﻘﺮﺍﺭ ﺍﻟﺴﻴﺎﺳﻲ ﺍﻟﱵ ﺷﻬﺪ‪‬ﺎ ﺑﻌﺾ ﺍﻟﺪﻭﻝ ﺍﻟﻌﺮﺑﻴﺔ‪ ،‬ﻭﻫﺬﺍ ﻳﻌﺘﱪ ﺿﻌﻔﺎ ﻛﺒﲑﺍ ﰲ ﺃﺣﺪ ﺃﻫﻢ ﻣﻜﻮﻧﺎﺕ ﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮﻱ‪.‬‬
‫‪ -4‬ﻋﺪﻡ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺍﳌﻨﺎﻓﺴﺔ‪ :‬ﻧﻮﻋﻴﺔ ﺍﳌﻨﺘﺞ ﺍﻟﺴﻴﺎﺣﻲ ﻭﺍﳋﺪﻣﺎﺕ ﺍﻟﱵ ﺗﻮﻓﺮﻫﺎ ﺍﳍﻴﺎﻛﻞ ﺍﻟﻔﻨﺪﻗﻴﺔ ﰲ ﺍﳉﺰﺍﺋﺮ ﺗﺘﻤﻴﺰ ﺑﻀﻌﻒ ﺟﻮﺩ‪‬ـﺎ ﻭﻻ‬
‫ﺗﺮﻗﻰ ﺇﱃ ﻣﺴﺘﻮﻯ ﻣﻨﺎﻓﺴﺔ ﺍﻷﺳﻮﺍﻕ ﺍﻷﺟﻨﺒﻴﺔ ﺍﻟﻘﺮﻳﺒﺔ‪ ،‬ﻓﺄﻏﻠﺐ ﺍﳌﻮﺍﻗﻊ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﳉﺰﺍﺋﺮﻳﺔ ﻏﲑ ﺧﺎﺿﻌﺔ ﻟﻠﺼﻴﺎﻧﺔ ﻭﻏﲑ ﻣ‪‬ﺜﻤ‪‬ﻨﺔ ﺑﺸﻜﻞ ﻛـﺎﰲ‪،‬‬
‫ﻫﺬﻩ ﺍﻟﻮﺿﻌﻴﺔ ﺗﺘﻄﻠﺐ ﺍﻋﺎﺩﺓ ﺍﻟﻨﻈﺮ ﰲ ﻣﻜﻮﻧﺎﺕ ﺍﻟﻌﺮﺽ ﺍﻟﺴﻴﺎﺣﻲ ﻟﻴﺘﻤﺎﺷﻰ ﻣﻊ ﺍﳌﻘﺎﻳﻴﺲ ﺍﻟﺪﻭﻟﻴﺔ ﻛﺄﺣﺪ ﻣﻔﺎﺗﻴﺢ ﺍﻟﻨﻬﻮﺽ ﺑﺎﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ‬
‫ﺍﳉﺰﺍﺋﺮﻱ‪.‬‬

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‫‪ -5‬ﻧ‪‬ﻘﺺ ﰲ ﺗﺄﻫﻴﻞ ﻭﻣﻬﻨﻴﺔ ﺍﳌﺴﺘﺨﺪﻣﲔ‪ :‬ﻣﻦ ﺃﻫﻢ ﺃﺳﺒﺎﺏ ﺿ‪‬ﻌﻒ ﺍﳋﺪﻣﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﳌﹸﻘﺪ‪‬ﻣﺔ ﻫﻮ ﺍﻟﻨﻘﺺ ﺍﳌﹸﺴﺠ‪‬ﻞ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺗﺄﻫﻴـﻞ‬
‫ﻭﺗﻜﻮﻳﻦ ﺍﳌﹸﺴﺘﺨﺪﻣﲔ ﰲ ﺍﳌﺆﺳﺴﺎﺕ ﻭﺍﳍﻴﺎﻛﻞ ﺍﻟﺴﻴﺎﺣﻴﺔ‪.‬‬
‫‪ -6‬ﺿﻌﻒ ﺍﻟﺘﺤﻜﻢ ﰲ ﺍﻟﺘﻘﻨﻴﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻮﻛﺎﻻﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ‪ :‬ﻣﺎ ﻳ‪‬ﻤﻴﺰ ﳐﺘﻠﻒ ﺍﻟﻮﻛﺎﻻﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﳉﺰﺍﺋﺮﻳـﺔ ﻫـﻮ ﻋـﺪﻡ‬
‫ﻣﻌﺮﻓﺘﻬﺎ ﺑﺎﻟﺘﻘﻨﻴﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﳌﻌﻤﻮﻝ ‪‬ﺎ ﻋﻠﻰ ﺍﳌﺴﺘﻮﻯ ﺍﻟﻌﺎﳌﻲ‪ ،‬ﻭﻫﻮ ﻣﺎ ﺃﺩﻯ ‪‬ﺬﻩ ﺍﻟﻮﻛﺎﻻﺕ ﺇﱃ ﻋﺪﻡ ﺍﻟﺘﻜﻴﻒ ﻣﻊ ﺍﻟﻄﺮﻕ ﺍﳊﺪﻳﺜﺔ ﻟﻠﺘﺴﻴﲑ‬
‫ﺍﻻﻟﻜﺘﺮﻭﱐ ﻟﻠﺨﺪﻣﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ‪ ،‬ﺇﺿﺎﻓﺔ ﺇﱃ ﻋﺪﻡ ﻭﺟﻮﺩ ﺗﻨﻈﻴﻢ ﳍﺬﻩ ﺍﻟﻮﻛﺎﻻﺕ ﻭﻣﻴﺜﺎﻕ ﳛﻜﻢ ﻫﺬﻩ ﺍﳌﻬﻨﺔ‪.‬‬
‫‪ -7‬ﺿﻌﻒ ﺍﻹﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻹﻋﻼﻡ ﻭﺍﻹﺗﺼﺎﻝ ﰲ ﺍ‪‬ﺎﻝ ﺍﻟﺴﻴﺎﺣﻲ‪ :‬ﰎ ﺗﺴﺠﻴﻞ ﺿﻌﻒ ﻛﺒﲑ ﻣﻦ ﻃﺮﻑ ﺍﳉﻬﺎﺕ ﺍﻟﺮﲰﻴﺔ ﻓﻴﻤﺎ‬
‫ﳜﺺ ﺍﺳﺘﻌﻤﺎﻝ ﻣﻮﺍﻗﻊ ﺍﻻﻧﺘﺮﻧﻴﺖ ﻣﻦ ﺃﺟﻞ ﺇﺑﺮﺍﺯ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺍﻟﱵ ﺗﺘﻤﺘﻊ ‪‬ﺎ ﺍﳉﺰﺍﺋﺮ‪ ،‬ﺇﺿﺎﻓﺔ ﺇﱃ ﺻﻌﻮﺑﺔ ﺍﻟﺘﻜﻴﻒ ﻣﻊ ﺍﻟﻮﺯﻥ ﺍﳌﺘﺰﺍﻳـﺪ‬
‫ﻻﺳﺘﻌﻤﺎﻝ ﺍﻟﻮﺳﺎﺋﻂ ﺍﻹﻋﻼﻣﻴﺔ ﰲ ﺍ‪‬ﺎﻝ ﺍﻟﺴﻴﺎﺣﻲ‪.‬‬
‫‪ -8‬ﻋﺪﻡ ﺍﻻﻧﻔﺘﺎﺡ ﺍﻟﺴﻴﺎﺣﻲ‪ :‬ﻻﻳﺰﺍﻝ ﺍ‪‬ﺘﻤﻊ ﺍﳉﺰﺍﺋﺮﻱ ﺑﻌﻴﺪﺍ ﻋﻦ ﺛﻘﺎﻓﺔ ﺧﺪﻣﺔ ﺍﻟﻐﲑ ﻭﺭﻭﺡ ﺍﻟﻀﻴﺎﻓﺔ ﻭﻫﻮ ﻣﺎ ﺟﻌﻠﻪ ﻣﻨﻐﻠﻖ ﺳﻴﺎﺣﻴﺎ‪ ،‬ﺧﺎﺻﺔ‬
‫ﻣﻊ ﺍﻟﻈﺮﻭﻑ ﺍﻻﻣﻨﻴﺔ ﺍﻟﱵ ﻣﺮﺕ ‪‬ﺎ ﺍﻟﺒﻼﺩ ﺳﻨﻮﺍﺕ ﺍﻻﺯﻣﺔ ﺍﻻﻣﻨﻴﺔ‪ ،‬ﻭﺣﺴﺐ ﺗﻘﺮﻳﺮ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺍﻟﻌﺎﳌﻴﺔ ﻟﻘﻄﺎﻉ ﺍﻟﺴﻔﺮ ﻭﺍﻟﺴﻴﺎﺣﺔ ﻟﺴﻨﺔ ‪2013‬‬
‫ﺍﻟﺼﺎﺩﺭ ﻋﻦ ﺍﳌﻨﺘﺪﻯ ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻟﻌﺎﳌﻲ ﺟﺎﺀﺕ ﺍﳉﺰﺍﺋﺮ ﺣﺴﺐ ﻣﺆﺷﺮ ﺍﻟﺼﻠﺔ ﺑﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﰲ ﺍﻟﺮﺗﺒﺔ‪ 137‬ﻋﺎﳌﻴﺎ ﻣﻦ ﺃﺻﻞ ‪ 140‬ﺩﻭﻟﺔ‬
‫ﴰﻠﻬﺎ ﺍﻟﺘﺼﻨﻴﻒ‪ 22،‬ﻭﺻﻨﻒ ﻣﺆﺷﺮ ﺍﻻﻧﻔﺘﺎﺡ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮ ﰲ ﺍﻟﺮﺗﺒﺔ‪.138‬‬
‫‪ -9‬ﺿﻌﻒ ﻧﻮﻋﻴﺔ ﺍﻟﻨﻘﻞ ﻭﺍﳌﻮﺍﺻﻼﺕ‪ :‬ﻣﺎ ﻳ‪‬ﻤ‪‬ﻴﺰ ﺧﺪﻣﺎﺕ ﺍﻟﻨﻘﻞ ﻫﻮ ﻋﺪﻡ ﻗﺪﺭ‪‬ﺎ ﻋﻠﻰ ﻣﻮﺍﻛﺒﺔ ﺍﻟﻄﻠﺐ ﻛﻤ‪‬ﺎ ﻭﻧﻮﻋﺎ )ﻏﻴﺎﺏ ﻟﺸﺒﻜﺎﺕ ﺍﻟﻨﻘﻞ‬
‫ﲢﺖ ﺍﻷﺭﺿﻲ(‪ ،‬ﻓﺰﻳﺎﺩﺓ ﺍﻟﻄﻠﺐ ﺍﻟﺴﻴﺎﺣﻲ ﳚﺐ ﺃﻥ ﺗ‪‬ﻘﺎﺑﻠﻬﺎ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺇﺷﺒﺎﻉ ﻫﺬﺍ ﺍﻟﻄﻠﺐ‪ ،‬ﻭﻳ‪‬ﻌﺘﱪ ﺍﻟﻨﻘﻞ ﺃﺣﺪ ﺃﺟﺰﺍﺀ ﻫﺬﺍ ﺍﻟﻄﻠﺐ ﻟـﺬﻟﻚ‬
‫ﻻﺑﺪ ﻣﻦ ﺗﻮﻓﲑﻩ ﻭﺑﻜﻞ ﺃﺷﻜﺎﻟﻪ‪.‬‬
‫‪ -10‬ﺑﻨﻮﻙ ﻭﺧﺪﻣﺎﺕ ﻣﺎﻟﻴﺔ ﺗﻘﻠﻴﺪﻳﺔ‪ :‬ﺗﺘﻤﻴﺰ ﺍﻟﺴﻮﻕ ﺍﳉﺰﺍﺋﺮﻳﺔ ﺑﻌﺪﻡ ﻣ‪‬ﻼﺀﻣﺔ ﻭﺿ‪‬ﻌﻒ ﰲ ﻭﺳﺎﺋﻞ ﺍﻟﺪﻓﻊ ﺍﳊﺪﻳﺜﺔ ﻋﻠﻰ ﻣﺴـﺘﻮﻯ ﺍﻟﺒﻨـﻮﻙ‬
‫ﻭﺍﳌﺆﺳﺴﺎﺕ ﺍﳌﹸﺴﺘﻘﺒﻠﺔ ﻟﻠﺴﻴﺎﺡ‪ ،‬ﻭﻫﻮ ﻣﺎ ﻳﺆﺛﺮ ﻋﻠﻰ ﺣﺠﻢ ﺍﻟﺘﻮﺍﻓﺪ ﺍﻟﺴﻴﺎﺣﻲ ﻋﻠﻰ ﺍﳉﺰﺍﺋﺮ ﻧﻈﺮﺍ ﻟﻐﻴﺎﺏ ﻣﺜﻞ ﻫﺬﻩ ﺍﳋﺪﻣﺎﺕ‪.‬‬
‫‪ -11‬ﻣﺴﺄﻟﺔ ﺍﻷﻣﻦ‪ :‬ﻳ‪‬ﻌﺘﱪ ﺍﻻﺳﺘﻘﺮﺍﺭ ﻭﺗﻮﻓﲑ ﺍﻷﻣﻦ ﻣﻦ ﺃﻛﺜﺮ ﺍﻟﻌﻮﺍﻣﻞ ﺍﳌﹸﺴﺎﳘﺔ ﰲ ﺟﺬﺏ ﺍﻟﺴﻴﺎﺡ‪ ،‬ﻓﻔﻲ ﺍﳉﺰﺍﺋﺮ ﰎ ﺗﺴﺠﻴﻞ ﺣﻮﺍﺩﺙ ﻣ‪‬ﺘﻜﺮﺭﺓ‬
‫ﺗﺘﻌﻠﻖ ﺃﺣﻴﺎﻧﺎ ﺑﻐﻴﺎﺏ ﺍﻷﻣﻦ ﺍﻟﺼﺤﻲ ﻭﺍﻟﻐﺬﺍﺋﻲ‪ ،‬ﻭﺃﺣﻴﺎﻧﺎ ﺃﺧﺮﻯ ﺗﺘﻌﻠﻖ ﺑﻮﻗﻮﻉ ﺍﺿﻄﺮﺍﺑﺎﺕ ﺫﺍﺕ ﺧﻠﻔﻴﺔ ﺳﻴﺎﺳﻴﺔ‪ ،‬ﻭﻧ‪‬ﺸﲑ ﺇﱃ ﺃﻥ ﺻﻮﺭﺓ ﺍﳉﺰﺍﺋﺮ‬
‫ﻛﻮﺟﻬﺔ ﺳﻴﺎﺣﻴﺔ ﻻﺯﺍﻟﺖ ﻣ‪‬ﺘﺮﺍﺟﻌﺔ ﺑﺴﺒﺐ ﺍﻟﻈﺮﻭﻑ ﺍﻷﻣﻨﻴﺔ ﺍﻟﱵ ﺳﺎﺩﺕ ﺍﻟﺒﻼﺩ ﺑﲔ ﺳﻨﻮﺍﺕ ‪ 1990‬ﻭ‪ ،2000‬ﻭﻫﻮ ﻣﺎ ﻳﺆﻛـﺪﻩ ﺗﻘﺮﻳـﺮ‬
‫ﺗﻨﺎﻓﺴﻴﺔ ﺍﻟﺴﻔﺮ ﻭﺍﻟﺴﻴﺎﺣﺔ ﺍﻟﻌﺎﳌﻲ ﺣﻴﺚ ﺻ‪‬ﻨﻔﺖ ﺍﳉﺰﺍﺋﺮ ﰲ ﺍﻟﺘﻘﺮﻳﺮ ﺍﻟﺼﺎﺩﺭ ﺳﻨﺔ ‪ 2013‬ﺣﺴﺐ ﻣﺆﺷﺮ ﺗﻮﻓﺮ ﺍﻷﻣﻦ ﰲ ﺍﻟﺮﺗﺒﺔ ‪ 132‬ﻋﺎﳌﻴﺎ‪.23‬‬
‫‪ -12‬ﺗﺴﻴﲑ ﻭﺗﻨﻈﻴﻢ ﻏﲑ ﻣ‪‬ﺘﻜﻴ‪‬ﻒ ﻣﻊ ﺍﻟﺴﻴﺎﺣﺔ ﺍﻟﻌﺼﺮﻳﺔ‪ :‬ﺇﻥ ﻃﺮﻳﻘﺔ ﺍﻟﺘﻨﻈﻴﻢ ﺍﳌﻌﻤﻮﻝ ‪‬ﺎ ﻭﺍﻹﺟﺮﺍﺀﺍﺕ ﺍﻹﺩﺍﺭﻳﺔ ﺍﻟﱵ ﺗﺘﻄﻠﺒﻬﺎ ﺗ‪‬ﺸﻜﻞ ﻋﺎﺋﻘﺎ‬
‫ﺃﻣﺎﻡ ﺗﻄﻮﺭ ﺍﻟﺴﻴﺎﺣﺔ ﺍﳉﺰﺍﺋﺮﻳﺔ‪ ،‬ﻓﺎﳌﻌﺮﻭﻑ ﻋﻠﻰ ﺍﻹﺩﺍﺭﺓ ﺍﳉﺰﺍﺋﺮﻳﺔ ﻣ‪‬ﺒﺎﻟﻐﺘﻬﺎ ﰲ ﺇﺟﺮﺍﺀﺍﺕ ﺍﺳﺘﺨﺮﺍﺝ ﺗﺄﺷﲑﺍﺕ ﺍﻟﺪﺧﻮﻝ ﺇﱃ ﺍﳉﺰﺍﺋـﺮ‪ ،‬ﻭﻣـﻦ‬
‫ﺟﺎﻧﺐ ﺁﺧﺮ ﻓﺈﻥ ﻏﻴﺎﺏ ﺃﺩﻭﺍﺕ ﻟﺘﻘﻴﻴﻢ ﻭﻣﺘﺎﺑﻌﺔ ﺗﻄﻮﺭ ﺍﻟﺴﻴﺎﺣﺔ ﻋﻠﻰ ﺍﳌﺴﺘﻮﻯ ﺍﻟﻮﻃﲏ ﻳ‪‬ﻌﻴﻖ ﺟﻬﻮﺩ ﺍﻟﻨﻬﻮﺽ ﺑﺎﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ‪.‬‬
‫‪ -13‬ﺿ‪‬ﻌﻒ ﺗﺴﻮﻳﻖ ﺍﻟﻮﺟﻬﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺩﺍﺧﻠﻴﺎ ﻭﺧﺎﺭﺟﻴﺎ‪ :‬ﻭﻫﺬﺍ ﺍﻟﻌﺠﺰ ﺳﺒﺒﻪ ﺿ‪‬ﻌﻒ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺪﺍﺧﻠﻲ ﻭﺍﳋﺎﺭﺟﻲ ﻭﺿ‪‬ﻌﻒ ﰲ ﺍﻟﺘﻌـﺎﻭﻥ‬
‫ﺑﲔ ﳐﺘﻠﻒ ﺍﻟﻘﻄﺎﻋﺎﺕ ﻭﺍﻟﺸﺮﻛﺎﺀ ﰲ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ‪ ،‬ﺇﺿﺎﻓﺔ ﺇﱃ ﺍﻟﻌﺠﺰ ﰲ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ﺍﻹﳚﺎﰊ ﻭﻫﻮ ﻣﺎ ﻧﺘﺞ ﻋﻨﻪ ﻣ‪‬ﺸﻜﻞ ﺣﻘﻴﻘﻲ‬
‫ﺧﺎﺹ ﺑﺘﺮﻭﻳﺞ ﺍﻟﺼﻮﺭﺓ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻟﻠﺠﺰﺍﺋﺮ‪ ،‬ﻭﻋﻠﻰ ﺍﻟﺼﻌﻴﺪ ﺍﻟﺪﺍﺧﻠﻲ ﰎ ﺗﺴﺠﻴﻞ ﻏﻴﺎﺏ ﺃﻧﺸﻄﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﳉﻮﺍﺭﻱ‪.‬‬
‫‪ -14‬ﻋﺪﻡ ﻭﺟﻮﺩ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺍﺿﺤﺔ‪ :‬ﳐﻄﻄﺎﺕ ﺍﻟﻨﻬﻮﺽ ﺑﺎﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﺗﺘﻤﻴﺰ ﺑﺎﻟﻀﻌﻒ ﺍﻟﻮﺍﺿﺢ ﻭﻋﺪﻡ ﺍﻻﺳـﺘﻤﺮﺍﺭﻳﺔ‪ ،‬ﻭ‪‬ـﺬﺍ‬
‫ﺍﻟﺼﺪﺩ ﻓﺎﻥ ﺍﳌﺨﻄﻂ ﺍﻟﺘﻮﺟﻴﻬﻲ ﻟﻠﺘﻬﻴﺌﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺁﻓﺎﻕ ‪ 2025‬ﺍﻟﱵ ﻭﺿﻌﺘﻪ ﺍﳉﺰﺍﺋﺮ ﺳﻨﺔ ‪ 2008‬ﻭﺳﻄﺮﺕ ﻟﻪ ﺑﺮﻧﺎﳎﺎ ﺯﻣﻨﻴﺎ ﳏﺪﺩﺍ ﻳﻌﺮﻑ‬
‫ﺗﺄﺧﺮﺍ ﻛﺒﲑﺍ ﰲ ﲢﻘﻴﻖ ﺍﻫﺪﺍﻓﻪ ﻛﻤﺎ ﱂ ﻳﺘﻢ ﺗﻘﻴﻴﻢ ﺃﻭ ﺗﻮﺿﻴﺢ ﺩﺭﺟﺔ ﺍﻟﺘﻘﺪﻡ ﺍﻟﱵ ﻭﺻﻞ ﺍﻟﻴﻬﺎ‪.‬‬

‫ﺧﺎﻣﺴﺎ‪ -‬ﺍﻟﺘﻮﺻﻴﺎﺕ‪:‬‬

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‫ﰲ ﺧﺘﺎﻡ ﻫﺬﻩ ﺍﻟﻮﺭﻗﺔ ﺍﻟﺒﺤﺜﻴﺔ ﻧﺴﺘﺨﻠﺺ ﺃﻥ ﻣﺸﻜﻞ ﺍﻟﺴﻴﺎﺣﺔ ﺑﺎﳉﺰﺍﺋﺮ ﻻ ﻳﺘﻌﻠﻖ ﺑﺄﻣﻮﺭ ﺗﺴﻮﻳﻘﻴﺔ ﻓﻘﻂ ﺑﻞ ﻳﺘﺠﺎﻭﺯﻫﺎ ﺍﱃ ﺍﻟﻌﺪﻳﺪ ﻣﻦ‬
‫ﺍﻟﻘﻄﺎﻋﺎﺕ ﺍﻷﺧﺮﻯ ﺫﺍﺕ ﺍﻟﺼﻠﺔ ﺑﺎﻟﺴﻴﺎﺣﺔ‪ ،‬ﻓﺤﺎﻟﺔ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﺍﻟﻴﻮﻡ ﻫﻲ ﻧﺘﻴﺠﺔ ﻟﺴﻨﻮﺍﺕ ﻣﻦ ﺍﻹﳘﺎﻝ ﻭﻏﻴﺎﺏ ﺍﻟﻨﻈﺮﺓ ﺍﻻﺳـﺘﺮﺍﺗﻴﺠﻴﺔ‬
‫ﻟﺘﻄﻮﻳﺮ ﺍﻟﻘﻄﺎﻉ ﰲ ﻇﻞ ﺍﻋﺘﻤﺎﺩ ﺍﻻﻗﺘﺼﺎﺩ ﺍﻟﻮﻃﲏ ﻋﻠﻰ ﺍﻟﺮﻳﻊ ﺍﻟﺒﺘﺮﻭﱄ‪ ،‬ﰲ ﺍﻟﻮﻗﺖ ﺍﻟﺬﻱ ﺧﻄﺖ ﻓﻴﻪ ﺍﻟﺪﻭﻝ ﺍ‪‬ﺎﻭﺭﺓ ﺧﻄﻮﺍﺕ ﻋﻤﻼﻗﺔ ﰲ ﳎﺎﻝ‬
‫ﺍﻟﺴﻴﺎﺣﺔ‪ ،‬ﻭﻣﻦ ﺃﺟﻞ ﲢﺴﲔ ﻭﺿﻌﻴﺔ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﰲ ﺍﳉﺰﺍﺋﺮ ﻧﻮﺻﻲ ﲟﺎ ﻳﻠﻲ‪:‬‬
‫‪ -1‬ﺗﺒﲏ ﺑﺮﺍﻣﺞ ﻟﺘﺮﻭﻳﺞ ﺍﳌﻨﺘﺞ ﺍﻟﺴﻴﺎﺣﻲ ﺍﳉﺰﺍﺋﺮﻱ ﰲ ﺍﳋﺎﺭﺝ ﺑﺸﻜﻞ ﻳـُﺤﻔﺰ ﺍﻟﺴﻴﺎﺡ ﺍﻷﺟﺎﻧﺐ ﻭﳝﻨﺤﻬﻢ ﲡﺮﺑﺔ ﺳﻴﺎﺣﻴﺔ ﻓﺮﻳﺪﺓ ﻣﻦ ﻧﻮﻋﻬﺎ‬
‫ﺧﺎﺻﺔ ﻭﺃﻥ ﺍﳉﺰﺍﺋﺮ ﺗﺘﻤﻴﺰ ﲟﻨﺘﺠﺎﺕ ﺳﻴﺎﺣﻴﺔ ﻣﺘﻨﻮﻋﺔ‪ ،‬ﻟﻜﻦ ﻫﺬﺍ ﳚﺐ ﺃﻥ ﻳﺴﺒﻘﻪ ﲢﺴﲔ ﰲ ﺍﳍﻴﺎﻛﻞ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻣﻦ ﺣﻴﺚ ﻃﺎﻗﺘﻬﺎ ﺍﻹﻳﻮﺍﺋﻴﺔ ﻭﻣﻦ‬
‫ﺣﻴﺚ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﳌﻘﺪﻣﺔ‪ ،‬ﻷﻥ ﺃﻱ ﻋﺠﺰ ﰲ ﺗﻐﻄﻴﺔ ﺍﻟﻄﻠﺐ)ﻣﻦ ﺣﻴﺚ ﺣﺠﻢ ﺃﻭ ﻧﻮﻋﻴﺔ ﺍﻟﺘﻐﻄﻴﺔ( ﻣﻦ ﺷﺄﻧﻪ ﺃﻥ ﻳﺴﻴﺊ ﺇﱃ ﺻﻮﺭﺓ ﺍﳉﺰﺍﺋﺮ‬
‫ﻛﻮﺟﻬﺔ ﺳﻴﺎﺣﻴﺔ؛‬
‫‪ -2‬ﺍﻟﻌﻤﻞ ﻋﻠﻰ ﺇﻋﺎﺩﺓ ‪‬ﻴﺌﺔ ﺍﳊﻈﲑﺓ ﺍﻟﻔﻨﺪﻗﻴﺔ ﲟﺎ ﻳﺘﻤﺎﺷﻰ ﻣﻊ ﺍﳌﻘﺎﻳﻴﺲ ﺍﻟﺪﻭﻟﻴﺔ ﻛﺄﺣﺪ ﻣﻔﺎﺗﻴﺢ ﺍﻟﻨﻬﻮﺽ ﺑﺎﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﰲ ﺍﳉﺰﺍﺋﺮ‪ ،‬ﻛﻤﺎ‬
‫ﻳﺘﻄﻠﺐ ﺍﻷﻣﺮ ﺍﻫﺘﻤﺎﻣﺎ ﻛﺒﲑﺍ ﺑﺘﻜﻮﻳﻦ ﻭﺗﺪﺭﻳﺐ ﻣﺘﺨﺼﺺ ﻟﻠﻌﻤﺎﻟﺔ ﰲ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ‪ ،‬ﻭ‪‬ﺬﺍ ﺍﻟﺼﺪﺩ ﻧﻮﺻﻲ ﺑﻌﻘﺪ ﺍﺗﻔﺎﻗﻴﺎﺕ ﺑﲔ ﺍﳌﺆﺳﺴﺎﺕ‬
‫ﺍﻟﺘﻌﻠﻴﻤﻴﺔ ﻭﺍﻟﺘﻜﻮﻳﻨﻴﺔ ﻗﺼﺪ ﻓﺘﺢ ﲣﺼﺼﺎﺕ ﺗﺘﻤﺎﺷﻰ ﻣﻊ ﺍﺣﺘﻴﺎﺟﺎﺕ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﻭﻫﻮ ﻣﺎ ﻳ‪‬ﻤ ‪‬ﻜّﻦ ﻫﺆﻻﺀ ﺍﳋ ﹺﺮّﳚﲔ ﻣﺒﺎﺷﺮﺓ ﻣﻦ ﺩﺧـﻮﻝ‬
‫ﻋﺎﱂ ﺍﻟﺸﻐﻞ ﻣﻦ ﺟﻬﺔ‪ ،‬ﻭﻣﻦ ﺍﻟﺘﺤﺴﲔ ﰲ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﺟﻬﺔ ﺃﺧﺮﻯ؛‬
‫‪ -3‬ﺍﻟﺘﺮﻛﻴﺰ ﺑﺸﻜﻞ ﺃﻛﱪ ﻋﻠﻰ ﺯﻳﺎﺩﺓ ﻣﺮﺩﻭﺩﻳﺔ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﻭﺗﻌﻈﻴﻢ ﺍﳌﻨﺎﻓﻊ ﺍﻟﻨﺎﲡﺔ ﻋﻦ ﺃﻧﺸﻄﺘﻪ ﺿﻤﻦ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﻨﻤﻴﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﺑﺪﻻ‬
‫ﻣﻦ ﺍﻻﻫﺘﻤﺎﻡ ﺑﺰﻳﺎﺩﺓ ﻋﺪﺩ ﺍﻟﺴﻴﺎﺡ‪ ،‬ﻓﺘﻌﻈﻴﻢ ﺍﳌﻨﺎﻓﻊ ﻣﻦ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﻏﲑ ﻣﺮﺗﺒﻂ ﺑﺎﻟﺰﻳﺎﺩﺓ ﰲ ﻋﺪﺩ ﺍﻟﺴﻴﺎﺡ ﺑﻘﺪﺭ ﻣﺎ ﻫﻮ ﻣ‪‬ﺮﺗﺒﻂ ﺑﺘﻌﻈﻴﻢ‬
‫ﺍﳌﻨﻔﻌﺔ ﻣﻦ ﺍﻟﺴﺎﺋﺢ ﺍﻟﻮﺍﺣﺪ‪ ،‬ﻭﻫﺬﺍ ﻳﺪﻋﻮ ﺇﱃ ﺗﻮﻓﲑ ﻣﻨﺘﺠﺎﺕ ﺳﻴﺎﺣﻴﺔ ﻓﺮﻳﺪﺓ ﻣﻦ ﻧﻮﻋﻬﺎ ﺑﺸﻜﻞ ﻳ‪‬ﺤﻔﺰ ﺍﻟﺴﻴﺎﺡ ﻋﻠﻰ ﺯﻳﺎﺩﺓ ﺇﻧﻔﺎﻗﻬﻢ ﻭﲤﺪﻳـﺪ‬
‫ﻓﺘﺮﺍﺕ ﺇﻗﺎﻣﺘﻬﻢ؛‬
‫‪ -‬ﺍﻻﻫﺘﻤﺎﻡ ﺃﻛﺜﺮ ﲟﺨﻄﻄﺎﺕ ﺍﻟﺘﻬﻴﺌﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻋﻠﻰ ﺍﳌﺴﺘﻮﻳﲔ ﺍﻟﻮﻃﲏ ﻭﺍﶈﻠﻲ ﻭﺍﻟﺴﻬﺮ ﻋﻠﻰ ﺗﻨﻔﻴﺬﻫﺎ ﰲ ﺁﺟﺎﳍﺎ ﺍﶈـﺪﺩﺓ‪ ،‬ﻛﻤـﺎ ﻧﻮﺻـﻲ‬
‫ﺑﻀﺮﻭﺭﺓ ﺇﺷﺮﺍﻙ ﻛﻞ ﺍﻷﻃﺮﺍﻑ ﺫﺍﺕ ﺍﳌﺼﻠﺤﺔ ﻣﻦ ﺩﻭﺍﻭﻳﻦ ﺳﻴﺎﺣﻴﺔ ﻭﻭﻛﺎﻻﺕ ﻭﺃﻛﺎﺩﳝﻴﲔ ﻭﺳﻜﺎﻥ ﳏﻠﻴﲔ ﰲ ﺍﻟﺘﺨﻄﻴﻂ ﻟﻠﻘﻄﺎﻉ ﺍﻟﺴـﻴﺎﺣﻲ‬
‫ﻭﺗﻨﻔﻴﺬ ﺗﻠﻚ ﺍﳌﺨﻄﻄﺎﺕ ﺑﺪﺀﺍ ﻣﻦ ﺍﳌﺴﺘﻮﻯ ﺍﶈﻠﻲ؛‬
‫‪ -‬ﻻ ﻳﻨﺒﻐﻲ ﺇﳘﺎﻝ ﺟﺎﻧﺐ ﻣﻬﻢ ﻣﻦ ﺍﻟﺴﻮﻕ ﺍﻟﺴﻴﺎﺣﻲ ﻭﻳﺘﻌﻠﻖ ﺍﻷﻣﺮ ﺑﺎﻟﺴﻴﺎﺣﺔ ﺍﻟﺪﺍﺧﻠﻴﺔ؛‬
‫‪ -‬ﺿﺮﻭﺭﺓ ﺇﺯﺍﻟﺔ ﺍﻟﻌﻮﺍﺋﻖ ﻭﺍﻹﺟﺮﺍﺀﺍﺕ ﺍﻟﺒﲑﻭﻗﺮﺍﻃﻴﺔ ﺍﻟﱵ ﺃﺩﺕ ﰲ ﺍﻟﻜﺜﲑ ﻣﻦ ﺍﳌﺮﺍﺕ ﺇﱃ ﺗﺮﺍﺟﻊ ﺍﳌﺴﺘﺜﻤﺮﻳﻦ ﺍﻷﺟﺎﻧﺐ ﻋﻦ ﻣﺸـﺎﺭﻳﻊ ﻣﻌﻠﻨـﺔ‬
‫ﻣ‪‬ﺴﺒﻘﺎ ﺳﻮﺍﺀ ﻋﻠﻰ ﺍﳌﺴﺘﻮﻯ ﺍﻟﻮﻃﲏ ﺃﻭ ﺍﶈﻠﻲ‪.‬‬

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.56 ‫ﺹ‬.2007 ،‫ ﻋﻤﺎﻥ‬،‫ ﺩﺍﺭ ﻛﻨﻮﺯ ﺍﳌﻌﺮﻓﺔ‬،‫ ﺍﻟﻄﺒﻌﺔ ﺍﻷﻭﱃ‬،‫ ﺻﻨﺎﻋﺔ ﺍﻟﺴﻴﺎﺣﺔ‬،‫ ﺃﲪﺪ ﳏﻤﻮﺩ ﻣﻘﺎﺑﻠﺔ‬1
2
Charles R. Goeldner and J. R. Brent Ritchie, TOURISM: Principles, Practices, Philosophies, Eleventh Edition, John
Wiley & Sons, Inc, Hoboken, New Jersey, United States of America,2009, p 335.
3
Stephen J. Page, Tourism Management (Managing for change), Elsevier, Second edition, Italy.2007. p67.
4
Álvaro Matias, Manuela Sarmento and Peter Nijkamp, Advances in Tourism Economics (New Developments),
Physica-Verlag Heidelberg, 2009, P72.
،‫ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﻋﻠﻮﻡ ﺍﻟﺘﺴﻴﲑ‬،(‫ ﺃﻃﺮﻭﺣﺔ ﺩﻛﺘﻮﺭﺍﻩ )ﻏﲑ ﻣﻨﺸﻮﺭﺓ‬،-‫ ﺍﻷﳘﻴﺔ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻟﺘﻨﻤﻴﺔ ﺍﻟﺴﻴﺎﺣﺔ ﺍﳌﺴﺘﺪﺍﻣﺔ –ﺣﺎﻟﺔ ﺍﳉﺰﺍﺋﺮ‬،‫ ﻋﺎﻣﺮ ﻋﻴﺴﺎﱐ‬5
.256‫ ﺹ‬،2010 ،‫ﺟﺎﻣﻌﺔ ﺑﺎﺗﻨﺔ‬
6
The Chartered Institute of Marketing (CIM) ,Marketing and the 7p’s: A brief summary of marketing and how it
works ,Moor Hall, Maidenhead, United Kingdom, 2009,P02.
7
Brent Ritchie, Charles Goldner, Tourisme : Principles, Practices, Philosophies, eleventh editition, John Wiley &
Sons, Inc., Hoboken, New Jersey, USA , 2009,P532.
8
Philip Kotler, Marketing Management, Millenium Edition, Tenth Edition, Prentice-Hall, Inc, USA, 2001,P07.
.111‫ ﺹ‬،‫ ﻣﻜﺘﺒﺔ ﺟﺮﻳﺮ‬،‫ ﻓﻴﺼﻞ ﻋﺒﺪ ﺍﷲ ﺑﺎﺑﻜﺮ‬:‫ ﺗﺮﲨﺔ‬،‫ ﻛﻮﺗﻠﺮ ﻳﺘﺤﺪﺙ ﻋﻦ ﺍﻟﺘﺴﻮﻳﻖ‬،‫ ﻓﻴﻠﻴﺐ ﻛﻮﺗﻠﺮ‬9
10
Wolfgang Framke, The ‘Destination’: A problematic concept,
http://fama2.us.es:8080/turismo/turismonet1/economia%20del%20turismo/demanda%20turistica/DESTINA
TION%20PROBLEMATIC%20CONCEPT.PDF
11
Idem.
12
Beeton Sue, Community development through tourism, Landlinks Press, BPA Print Group, Australia,
2006, P113.
13
Victor T. C. Middleton, Alan Fyall, Michael Morgan, Marketing in Travel and Tourism, Fourth edition,
Butterworth-Heinemann, 2009, P11.
14
The Ten “P's” of Travel, Tourism and Hospitality Marketing, www.extension.iastate.edu/NR/rdonlyrs
/The_Ten_Ps_of_Tourism_Marketing.pdf
15
Victor T. C. Middleton, Alan Fyall, Michael Morgan, Op.cit, P112.
16
Ministère du Tourisme et de l’Artisanat, statistiques nationales, Capacité d’accueil,
http://www.mta.gov.dz/siteWeb/fichiers/stat/capacite.pdf, p01, (10/03/2014).
17
Ministère du tourisme Marocain, http://www.tourisme.gov.ma/francais/5-Tourisme-
chiffres/ChiffresCles.htm, consulté le : 10/03/2014.
18
L’office National du Tourisme Tunisien ; Le tourisme tunisien en chiffres 2012 , sur le site :
http://www.tourisme.gov.tn/fileadmin/Statistiques/TTenChiffres2012%20.pdf, consulté le : 10/03/2014.
19
Ministère du Tourisme et de l’Artisanat, statistiques nationales, Capacité d’accueil, Op.cit.
20
L’office National du Tourisme Tunisien, Le tourisme tunisien en chiffres 2012, Op.cit.
21
Ministère du Tourisme et de l’Artisanat, Synthèse des flux touristiques en Algérie, Année 2012, p01, sur
le site : http://www.mta.gov.dz/siteWeb/fichiers/Les%20flux%20touristiques%202012.pdf, (10/03/2014).
22
Jennifer Blanke, Thea Chiesa, The Travel & Tourism Competitiveness Report 2013(Reducing Barriers
to Economic Growth and Job Creation), World Economic Forum, Geneva, Switzerland 2011, p89.
23
Idem.

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