Dr. Sheimaa Hameed Rasheed
Mustansiriya University / Faculty of Tourism Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

Anthropology of Communication and its Impact on Achieving Organizational Loyalty: An Exploratory Study in a Sample of Travel and Tourism Companies in Baghdad Governorate: Antropologi Komunikasi dan Dampaknya terhadap Pencapaian Loyalitas Organisasi: Studi Eksploratori pada Sampel Perusahaan Pariwisata dan Perjalanan di Provinsi Baghdad Dr. Sheimaa Hameed Rasheed
Academia Open Vol. 11 No. 1 (2026): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.11.2026.13836

Abstract

General Background: Communication plays a central role in shaping organizational relationships and cultural interactions within tourism institutions. In service-based sectors such as tourism, communication practices not only transmit information but also construct shared meanings that influence organizational commitment and employee behavior. Specific Background: Tourism organizations often face challenges such as high employee turnover and unstable workforce commitment, which are closely associated with the level of organizational loyalty among employees. Knowledge Gap: Despite the importance of communication processes, many tourism organizations still rely on traditional administrative approaches while paying limited attention to the anthropological dimensions of communication that shape social interaction and organizational culture. Aims: This study examines the role of communication anthropology in explaining organizational loyalty within tourism companies operating in Baghdad. Results: Based on a descriptive analytical approach and a field survey of 95 respondents, the findings indicate that communication anthropology dimensions, including cultural structure of meaning, interactive communicative acts, and reproduction of meaning, are statistically associated with higher levels of organizational loyalty among employees. Novelty: The study introduces communication anthropology as an analytical framework for understanding loyalty within tourism organizations by emphasizing cultural symbols, interaction patterns, and meaning construction. Implications: The findings suggest that tourism administrations should integrate communication-based cultural practices and strengthen semi-formal organizational interaction to support stronger employee commitment and organizational stability. Keywords: Communication Anthropology, Organizational Loyalty, Tourism Organizations, Cultural Communication, Employee Commitment Key Findings Highlights Cultural meaning structures shape employee attachment and belonging in tourism organizations. Communicative interaction patterns contribute to stronger workplace relationships. Meaning reproduction processes support stability within tourism work teams.
Museum Anthropology and its Impact on the Marketing Mix of Museum Tourism Activity: An Exploratory Study in the Iraqi Museum: Museum Antropologi dan Dampaknya terhadap Campuran Pemasaran Aktivitas Pariwisata Museum: Studi Eksploratori di Museum Irak Dr. Sheimaa Hameed Rasheed
Indonesian Journal of Law and Economics Review Vol. 21 No. 1 (2026): February
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijler.v21i1.1513

Abstract

General Background: Museums play an important role in preserving cultural heritage and supporting cultural tourism development through effective management and interpretation of archaeological collections. Knowledge Gap: Despite Iraq’s rich archaeological heritage, the integration of museum anthropology within the marketing mix of museum tourism remains limited, resulting in a gap between heritage potential and actual tourism marketing practices. Aims: This study aims to analyze the role of museum anthropology dimensions in shaping the marketing mix strategies of museum tourism in Iraq and to identify their contribution to improving tourism performance in museums. Results: Using a descriptive analytical approach and data collected from 92 respondents working in the Iraqi Museum and the State Board of Antiquities and Heritage, the museum anthropology has a statistically significant relationship with the 4Cs marketing mix. The spatial dimension demonstrates the strongest contribution to visitor value, pricing, place, and communication elements within the museum tourism marketing framework. Novelty: The study provides an integrated analytical model linking museum anthropology dimensions with the 4Cs marketing mix within the context of Iraqi museum tourism. Implications: The findings highlight the need for modern marketing strategies, improved interpretation of cultural heritage, stronger institutional collaboration to support sustainable museum tourism development. Keywords: Museum Anthropology, Museum Tourism, Marketing Mix, Cultural Heritage, Tourism Marketing Key Findings Highlights Spatial aspects of museum anthropology show the strongest statistical relationship with the tourism marketing framework. Museum operations still rely heavily on traditional exhibition practices with limited interpretive communication. Archaeological heritage resources remain underutilized within structured tourism management strategies.