Electronic Advertising Content of Egyptian Hotels and its Role in Directing Customer’s towards their Brand | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Article 12, Volume 18, Issue 1, June 2020, Pages 184-195 PDF (692.42 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2020.100016 | ||
| Author | ||
| Ahmed Abd El-Karim | ||
| Alsun Higher Institute for Tourism, Hotels and Computer | ||
| Abstract | ||
| The study aimed to identify the nature of the relationship between the electronic advertising content of Egyptian hotels as an effective marketing tool and the customer’s direction towards their brand. The study found a positive and influential relationship between the distinct electronic advertising content of Egyptian hotels and customers' preference for their brand. The study recommended that hotels should increase the interest in their Internet sites and benefit from them in advertising because of the large segment of customers who use these sites (especially social networks) and to create a distinct image in the customer’s mind about the brand, as the customer depends on the quality of the brand in making his purchasing decision. | ||
| Keywords | ||
| Electronic Advertising; Brand; hotels | ||
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