The Role of Information and Communication Technology (ICT) in Enhancing Marketing and Visitor Experience in Yacht Marinas: A Study of the Red Sea Coast | ||
| Minia Journal of Tourism and Hospitality Research MJTHR | ||
| Volume 18, Issue 3, December 2024, Pages 203-223 PDF (498.63 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/mjthr.2025.361557.1192 | ||
| Authors | ||
| Fatma Mohammed* 1; Mohamed Ezzat2; Wafaa Elias | ||
| 1Faculty of Tourism and Hotels, Minia University | ||
| 2Head of Tourism Studies Department Minia University | ||
| Abstract | ||
| The integration of Information and Communication Technology (ICT) has transformed marketing strategies and visitor experiences in the yacht marina industry. This study investigates the role of ICT in marketing yacht marinas along the Red Sea coast, emphasizing digital marketing tools, customer engagement, and sources of visitor information. It also explores how tourists and stakeholders discover yacht trips and assesses the impact of ICT on enhancing the overall visitor experience. Cochran’s formula was applied, as it is widely used for large populations, ensuring that the sample adequately reflects the target group. Additionally, Slovin’s formula was considered to adjust the sample size based on the total population and margin of error. A confidence level of 95% and a margin of error of 5% were used to enhance statistical reliability. Krejcie and Morgan’s sample size table was also referenced to validate the final number. Based on these methods, 408 questionnaires were distributed to various stakeholders, including tourists, yacht renters, marina operators, and tourism professionals, ensuring a diverse and representative sample for the study. The collected data were analyzed using descriptive and inferential statistical methods, including Chi-square tests and Pearson correlation analysis, to examine relationships between demographic characteristics, ICT awareness, and digital marketing effectiveness.The findings reveal that social media, search engines, and digital advertising are the most effective tools for promoting yacht trips and enhancin g visitor engagement. However, data analytics and customer loyalty programs remain underutilized, indicating gaps in ICT-driven marketing strategies. While ICT has significantly improved customer interaction, online booking, and engagement, challenges such as technology adaptation and digital literacy among some marina stakeholders persist. The study concludes that ICT is a vital tool for marketing yacht marinas and enhancing visitor experiences, yet further investments in AI-driven personalization, advanced digital marketing, and customer relationship management systems are necessary to maximize its impact. The study recommends strengthening online presence through SEO strategies, leveraging user-generated content for authenticity, and integrating AI-powered analytics to improve customer targeting and visitor retention. | ||
| Keywords | ||
| ICT; Digital Marketing; Yacht Marinas; Visitor Experience; Customer Engagement | ||
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