The Effect Of Misleading Advertising Onthe Mental Image For Tourism Establishments
A Study Of A Sample Of Clients Of Tourist Agencies In Ouargla
Keywords:
Misleading Advertising, Marketing Deception, Advertising Deception, Mental Image, Tourist Agencies Clients
Abstract
This study aims to investigate the effect of misleading advertisements on the mental
image of tourist establishments. The sample consisted of clients of tourist agencies in Ouargla
province- Algeria .It reached 178 items, the questionnaire was relied upon as a tool for the study, it
was distributed electronically and on paper. The results of the study showed that misleading
advertisements have an impact on how customers perceive tourist agencies. The study also
concluded by clarifying the different methods used in misleading advertising which do not reflect
the reality of the product offered by the tourist agency. Moreover, the mental image was
influenced by personal variables.
