The impact of media spending management on the tourism revenues in Egypt: Empirical Study | ||
| L' Egypte Contemporaine | ||
| Article 8, Volume 114, Issue 551 - Serial Number 3, July 2023, Pages 33-52 PDF (344.16 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/espesl.2023.208957.1068 | ||
| Authors | ||
| Yasmeen Abdel riheem Said Ahmed* ; Marwa Zaki Abouessa | ||
| Higher Institute of Marketing, Commerce and Information Systems , New Cairo - Arab Republic of Egypt | ||
| Abstract | ||
| ABSTRACT The main aim of this study is to investigate the impact of the content of dramas on the perceived image of tourism in Egypt. As drama has the potential to be a great marketing for tourism in Egypt. ABSTRACT The main aim of this study is to investigate the impact of the content of dramas on the perceived image of tourism in Egypt. As drama has the potential to be a great marketing for tourism in Egypt. Drama with strong content helps the success of tourism, whether at the local, regional or international level. Revealing in the previous literature, it was found that there are shortcomings in previous studies in the English language on the subject of revitalizing tourism through dramatic promotion in Egypt. Hence, this study comes to fill this gap and contribute to the current tourism literature caused by drama through the use of the standard model for a time series that displays the impact of the use of drama on revitalizing tourism in Egypt, and the results of the study showed that drama positively affects tourism in Egypt. Keywords: drama series, tourism marketing, destination image, GDP, campaign | ||
| Keywords | ||
| drama series; tourism marketing; destination image; GDP; campaign | ||
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