An analytical study of the opinions of a sample of workers in the city of Sayed al-Awsiya for visitors in the holy city of Karbala

A thesis submitted to the Council of the College of Administration and Economics / University of Karbala

It is part of the requirements for obtaining a PhD in Business Administration

Presented by:

Yasmine Qasim Beida

Supervised by:

Professor Dr.                                        Assistant Professor Dr

Alaa Farhan Talib                                     Sahar Abbas Hussein

Abstract:
This study aims to test the correlation and influence relationships between multicultural marketing as an independent variable in enhancing the proactive orientation as a dependent variable by modeling customer behavior as a mediating variable in the city of Sayed al-Wasiya for visitors in the holy city of Karbala. The study derives its importance from the fact that it deals with three basic variables that contribute to achieving success Organizational in the sample researched, based on a major problem translated into several questions that included keeping pace with the renewed marketing thought and the many challenges posed by the accelerating environment facing many Iraqi organizations in general and the tourism field in particular. The questionnaire was used as a main tool in collecting data and information about the study sample, and it was represented by a group of workers in the sample studied, which amounted to (215) workers for each of (the Administrative Division, the Communications Division, the Host Division, and the Relations and Media Division). For the purpose of statistical analysis and processing, the study used a number of appropriate statistical methods for data analysis, as it used the normal distribution test, confirmatory factor analysis, and a set of descriptive statistics, as well as Pearson correlation analysis and regression analysis using structural equation modeling and PathAnalysis.
One of the most important conclusions reached by the study is (modeling customer behavior mediates the relationship between multicultural marketing and proactive orientation completely, and this means that multicultural marketing transfers its effect completely through modeling customer behavior to the proactive orientation).

Keywords: multicultural marketing, customer behavior modeling, proactive orientation