The Impact of Travel Agency Marketing Perception on Pilgrims’ Intention to Choose: An Empirical Study on a Sample of Algerian Umrah Pilgrims

Résumé

This study aims to analyze the impact of travel agency marketing perception on Algerian pilgrims’ intention to choose an agency for performing Umrah. Marketing perception is considered one of the key determinants of pilgrim behavior in a competitive and dynamic tourism environment. It consists of three main dimensions: perceived service quality, trust in the agency, and perceived value of offers and services, while pilgrims’ intention to choose represents the dependent variable. Data were collected from a sample of 189 Algerian pilgrims who had previously dealt with various travel agencies.

The results revealed that all dimensions of marketing perception have a positive and significant effect on pilgrims’ intention to choose, with service quality being the most influential factor, followed by trust and perceived value. The study concludes that improving service quality, strengthening customer trust, and offering real value-added services are key factors in enhancing pilgrims’ future intention to deal with Algerian travel agencies.