Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Journal of Sustainable Tourism and Entrepreneurship
Nour Elhoda Ali
Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Enhancing the competitive advantage for tourist souvenirs in Egypt: a marketing approach Nour Elhoda Ali; Ghada Abdallah Mohamed; Hebatullah Atef Alakhras
Journal of Sustainable Tourism and Entrepreneurship Vol. 2 No. 1 (2020): September
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/joste.v2i1.516

Abstract

Purpose: The main aim of this research is to study the relationship between innovative marketing - in its various dimensions (innovation in product, innovation in price, innovation in promotion, innovation in distribution) - and enhancing the competitive advantage of tourist souvenirs in Egypt. Research methodology: The study adopted the descriptive-analytical approach for accurate and detailed descriptions of the study’s subject quantitatively and qualitatively and analyzed data available on this subject. The field study included surveying a random sample of tourists who frequented the souvenirs and handicrafts stores in various tourist cities in Egypt. Results: There is a statistically significant effect of innovative marketing in enhancing tourist souvenirs’ competitive advantage in Egypt. Overall findings highlighted that all the hypotheses were accepted. Limitations: The repercussions of the COVID-19 virus crisis reduced the scope of the study to only tourists in South Sinai and Red sea Governorates; whereas, tourist souvenirs stores were allowed to operate in accordance with the precautionary measures in only three main governorates: the Red Sea, South Sinai, and Marsa Matrouh, in addition to some gift shops in major hotels. Contribution: The study findings provide guidelines for practitioners within the tourist souvenirs and handicrafts sector to undertake the results and adapt them to assess and enhance their performance. Thus, they could improve their competitiveness. Keywords: Tourist souvenirs, Innovative marketing, Competitive advantage
Co-Authors Ghada Abdallah Mohamed Hebatullah Atef Alakhras