الفهرس 
الفصل الاوليوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
Integrated marketing communications represent a major importance in many fields. This study clarifies the importance of integrated marketing communications and identifies its impact on the tourists’ purchase behavior in tourism commodities shops. the core problem is represented in the suffering of tourists’ commodities shops from the decline in sales and the emergence of some competitive factors impeding the marketing process of tourists in the mentioned shops, in addition to the absence of the role of some integrated marketing communications’. the study aims at identifying the relationship between applying integrated marketing communications with its dimensions on tourism commodities shops, and measuring their impact on the tourists’ purchase behavior, as well as identifying the obstacles that face this process, Furthermore, the study aims at answering the two following questions: what is the impact of integrated marketing communications on tourists’ commodities? Do the items of integrated marketing communications have an impact on tourists’ purchase behaviour? This research depended on the descriptive methodology through distributing a questionnaire from on a random sample of tourists in commodities shops’ in sharm el-Sheikh . The forms have been analyzed by the SPSS programme. The results of the study revealed that there is a strong relation between applying integrated marketing communications in tourist commodities shops and increasing the tourists’ purchase behaviour and increasing the sales of these shops. the study recommications the necessity of adopting different forms of integrated marketing communications for facilitating the contact with tourists, as well as developing the personal sales in tourists’ commodities ships through the direct contact between tourists and salesmen.