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

Abbood Awdaa, Ali; Yousif Darjal, Ali; Saleh Hadi, Hayder; Matloob Koshan, Hayder

doi:10.33916/qjae.2026.02224250

	The impact of tourism promotion on shaping mental image: An analytical study of Karbala hotels
AL-Qadisiyah Journal For Administrative and Economic sciences
Volume 28, Issue 2, July 2026, Pages 224-250 PDF (1.44 M)
Document Type: Research Paper
DOI: 10.33916/qjae.2026.02224250
Authors
Ali Abbood Awdaa¹; Ali Yousif Darjal²; Hayder Saleh Hadi³; Hayder Matloob koshan⁴
¹Faculty Member, University of Karbala, Karbala, Iraq
²Faculty member, Karbala University, Faculty of Tourism Science, Karbala, Iraq
³Faculty Member, University of Karbala, College of Tourism Sciences, Karbala, Iraq;
⁴Department of Accounting / College of Management and Economics / University of Al Qadisiyah / Iraq
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

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