• Nagham Dayekh Abd AliCollege of administration and economic, Kerbala university, kerbala city, Iraq
• Abeer M. Mahdi AL-shammariKarbala university, faculty of tourism science, administration of hotel organization, kerbala city, Iraq
• Muntadher kadhim shamranFaculty member, Karbala University, Faculty of Tourism Science, Karbala, Iraq

Keywords: 

Holistic Marketing, Customer Loyalty, Tourism Company, Service Quality

Abstract

The current research was concerned with studying the nature of the relationship and the influence between two variables represented by (holistic marketing and the customer loyalty ) of a sample of customers of tourism companies in the holy city of Karbala and the nature of the answers was analyzed statistically through the spss statistical program to get to the fact of accepting or rejecting the two hypotheses of the research, which are the hypotheses of correlation and effect relationships, and through the statistical results, the two hypothesis was accepted based on the level Statistical significance. The research reached a set of recommendations that support the application of the concept of holistic marketing in the tourism company enhancing the customer loyalty by Adopting loyalty strategies and programs, which contribute to achieving the level of loyalty of current customers , the necessity of achieving integration in applying the dimensions of holistic marketing and giving importance to each of its dimensions in tourism institutions , and the necessity of adopting customers’ demands, needs and desires from those involved the nature of the quality of tourism services goes beyond companies .