The role of social networking sites in building customer loyalty in tourism and hotel establishments By application to the pioneers of domestic tourism in Sharm El-Sheikh | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Volume 24, Issue 1, June 2023, Pages 25-43 PDF (793.22 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2023.196181.1425 | ||
| Author | ||
| Rania elsayed ibrahim abouelenien* | ||
| Higher Institute for Tourism and Hotels (Egoth) - Luxor | ||
| Abstract | ||
| Tourist and hotel establishments pay great attention to the customer and consider him a basis in designing their products and a reason for their existence, by establishing good interactive relations with him and gaining his trust by providing various information that he needs during his acquisition of the tourist product. All this in order to reach the customer to the stage of loyalty. Social media is one of the means that has been widely used to activate gaining and ensuring customer loyalty. This study seeks to identify how tourism and hotel establishments are interested in communication sites in creating a strong mental link between them and the customer, and also to identify the impact of the published content on the pages of tourism and hotel establishments on social networking sites in persuading customers of their ability to meet their needs and thus in the continuity of their dealings and their ability to attract clients New through his original clients. A questionnaire was designed and distributed to a random sample of Egyptian clients who are pioneers of four- and five-star resorts and recreational tourism centers in Sharm. The results of the study concluded that there is a statistically significant relationship between social networking sites and their impact on building customer loyalty. The study recommended enhancing customer loyalty, linking with tourist and hotel establishments, and increasing communication with customers, by investing all technological and informational means in order provide the public with marketing offers, whether through Facebook, Instagram applications, YouTube, or WhatsApp. | ||
| Keywords | ||
| social; networking; sites; customerm loyalty | ||
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