Analyzing Electronic Word-of-Mouth in Egyptian Tourism Authority Account on Social Networks | ||
| Minia Journal of Tourism and Hospitality Research MJTHR | ||
| Article 6, Volume 13, Issue 1, January 2022, Pages 113-129 PDF (495.3 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/mjthr.2022.125688.1030 | ||
| Authors | ||
| Lamiaa Mohammed Hassan* 1; Sabreen G. Abd Eljalil2; Hala Ahmed Gomaa3 | ||
| 1Faculty of Tourism and Hotels, Minia University | ||
| 2Faculty of Tourism and Hotels, Luxor University, Egypt | ||
| 3Faculty of Tourism and Hotel Management, Helwan University, Egypt | ||
| Abstract | ||
| Viral marketing expresses passing marketing messages through social networks and the use of the Internet as a common means of spreading information at high speed. On the other hand, the image expresses the impressions and opinions that tourists have about the tourist destination. This study attempts to evaluate the impact of viral marketing on the image of Egyptian tourist destinations on ETA accounts on social networks (Facebook and YouTube). It used content analysis using a new checklist that included (3) main attributes composed of (13) sub attributes divided into positive and negative categories. Content Analysis was implemented to gather the primary data from the sample of study from April 1st to September 30th, 2021. After the data was collected, the number of valid comments, collected from 390 posts on Facebook with 8707 comments, was 482. Furthermore, the number of valid comments, collected from 28 videos on YouTube with 324 comments, was 219. The main result is that viral marketing via social networks (Facebook and YouTube) has a significant impact on creating a positive image of Egyptian tourist destinations. Results showed that Egypt has a high positive image rate with a 96.7% versus a 3.3% negative image rate on Facebook. Moreover, on YouTube, it has a high positive image rate, with a 98.2% versus a 1.8% negative image rate. Finally, this study recommends that the Ministry of Tourism and the ETA draw attention to internal tourism in Egypt and prepare a suitable and effective electronic marketing plan to target international tourists. | ||
| Keywords | ||
| Electronic Word of Mouth (EWOM), Destination Image, Social Networking Sites; Facebook - YouTube, Viral Marketing | ||
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