The effect of sustainable tourism marketing on brand building: An exploratory study for the Iraqi Airways company

Tourism organizations need to adapt marketing innovation in organizing their affairs and following up on their employees, not neglecting the role of guidance and counseling, and enjoying certain characteristics and policies. Therefore, this study explores the impact of sustainable tourism marketing on brand building. It basically identifies the extent of the impact of sustainable tourism marketing on the culture of the tourism organization, The study adopted the questionnaire as a measurement tool to measure the perceptions of 80 leaders in Iraqi airline (chairman, members of the board of directors, managing director, and heads of departments) in. International Airport in Baghdad. A number of nonparametric statistical methods were used to analyze using SPSS. The study found that the deportation of sustainable tourism marketing and innovative marketing values had influential relations with the culture of the tourism organization. It is also found that market segmentation variable with its dimensions has received high but varying levels of importance. Likely, social responsibility had a high level of importance; it represented a tool for coordinating marketing efforts that work at multiple and diverse levels to do business.&nbsp