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All Journal Journal of Sustainable Tourism and Entrepreneurship
Hebatullah Atef Alakhras
Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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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
Role of tourism advertising campaigns in improving destination image Ghada Abdallah Mohamed; Hebatullah Atef Alakhras; Rasha Ahmed Khalil; Mohamed Ali Mohamed
Journal of Sustainable Tourism and Entrepreneurship Vol. 3 No. 2 (2022): January
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/joste.v3i2.1223

Abstract

Purpose: The current paper aims to study the role of tourism advertising campaigns in improving the destination image and to propose a framework for improving the effectiveness of these campaigns. Research Methodology: This study is a qualitative study and it relied on distributing a questionnaire to a random sample of specialists about advertising campaigns in the tourism sector at the Egyptian Ministry of Tourism. Results: There is a statistically significant effect of advertising campaigns in improving the destination image by defining the type of tourist image and how it can be converted from negative to positive by following the latest and appropriate advertising means to diversify that image. Limitations: The field study data was collected from January to April 2022, in which 135 questionnaires were distributed, and 110 usable answers were received, with a response rate of 81%. Contributions: The study provides instructions for workers in the field of advertising campaigns to follow modern methods when preparing advertising campaigns that increase tourist movement and create a good tourist image.
Co-Authors Ghada Abdallah Mohamed Mohamed Ali Mohamed Nour Elhoda Ali Rasha Ahmed Khalil