كلية العلوم الإقتصادية، التجارية وعلوم التسيير

This study aims to analyze and evaluate the role of digital marketing, in its various dimensions, in enhancing customer loyalty within travel agencies in Constantine. The study adopted the descriptive-analytical approach, relying on interviews and questionnaires as the main tools for data collection. The study sample consisted of 410 valid questionnaires for analysis. The findings revealed that the level of digital marketing implementation in travel agencies in Constantine was moderate, and the level of customer loyalty toward these agencies was also moderate. The results also showed a statistically significant relationship between customer loyalty and the digital marketing practices adopted by these agencies. However, no statistically significant differences were found in the level of customer loyalty attributable to personal factors. Based on these findings, the study recommends that travel agencies in Constantine adopt more advanced digital marketing strategies rather than relying solely on social media platforms, through the use of modern tools such as content marketing, digital personalization, and customer data analysis. The study also recommends developing human competencies within travel agencies by organizing specialized training programs in digital marketing, in addition to allocating larger budgets to support digital activities and investing in modern technologies and electronic platforms that help travel agencies improve their digital presence and increase their competitiveness. Furthermore, the study recommends encouraging travel agencies to adopt Customer Relationship Management (CRM) systems due to their important role in collecting and analyzing customer data and improving the quality of services provided to customers Keywords: Digital marketing, Tourism institutions, Travel agencies in Constantine, Customer loyalty