AL-Qadisiyah Journal For Administrative and Economic sciences

The impact of tourism promotion on shaping mental image: An analytical study of Karbala hotels

Document Type : Research Paper

Authors

Ali Abbood Awdaa 1
Ali Yousif Darjal 2
Hayder Saleh Hadi 3
Hayder Matloob koshan 4

1 Faculty Member, University of Karbala, Karbala, Iraq

2 Faculty member, Karbala University, Faculty of Tourism Science, Karbala, Iraq

3 Faculty Member, University of Karbala, College of Tourism Sciences, Karbala, Iraq;

4 Department of Accounting / College of Management and Economics / University of Al Qadisiyah / Iraq

https://doi.org/10.33916/qjae.2026.02224250
Abstract
Tourism promotion has become one of the most influential strategic marketing tools for enhancing the attractiveness and competitiveness of tourist destinations. However, despite the increasing importance of tourism promotion, many destinations still face challenges in developing an effective promotional strategy capable of creating a positive mental image among tourists, which directly affects their destination selection and travel decisions. Accordingly, this study aimed to investigate the relationship between tourism promotion and mental image formation in hotels located in Karbala, Iraq.
The study adopted a descriptive-analytical approach. Data were collected using a structured questionnaire distributed to hotel guests in 20 hotels in Karbala. A total of 203 valid questionnaires were analyzed. Tourism promotion was measured through six dimensions: promotional campaigns, modern promotional methods, tourism advertising, promotional materials, social media information, and destination identity. Mental image formation was measured using eight indicators related to first impressions, destination confidence, service quality perception, tourists' shared experiences, destination preference, and visit intention.
The collected data were analyzed using descriptive statistics (means and standard deviations), Cronbach's Alpha coefficient to assess reliability (α = 0.914), and Pearson's correlation coefficient to test the research hypothesis.

Keywords

Tourism Promotion
Mental Image
Destination Image
Tourism Marketing
Hotels
Karbala
Crossmark
AL-Qadisiyah Journal For Administrative and Economic sciences
Volume 28, Issue 2
Summer 2026
Pages 225-250

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