The Role of Tourism Marketing in Crisis Management in Egypt | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Article 20, Volume 12, Issue 1, 2015, Pages 96-111 PDF (473.36 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2015.67455 | ||
| Authors | ||
| Asmaa Mohamed Ahmed1; Hala Nabil Helaly2; Moustafa Mahmoud Hussien1 | ||
| 1Department of Tourism Studies - Faculty of Tourism and Hotels - Fayoum University | ||
| 2Department of Tourism Studies - Faculty of Tourism and Hotels - Alexandria University | ||
| Abstract | ||
| The purpose of this study is to analyze the marketing role of both the officials and private tourism marketing bodies during the crisis in the last period in Egypt. The study depended on semi-structured interviews with a purposeful sample of tourism marketing body’s officials and responsible to tourism marketing and managers in tourism companies. The study concluded that there is no crisis management department in the official and private tourism marketing bodies. Furthermore, the Internet is the only distribution means for tourism companies during the travel ban to Egypt. In addition, the reducing prices’ policy is considered wrong. Finally, media and public relation are considered the most important tourism promotional elements during crises. The presence of other reservations related to the nature of the list of competitiveness determinants has been observed especially (Qualitative) and the possibility of including it within the criteria for measuring the competitiveness in general, because of the importance of integrating the determinants of quantity and Qualitative in one frame (which was clearly evident in Dwyer & Kim model. It was found that the practical application of the models needs many complementary and composite actions, while there are a number of models of which the integrative (Dwyer & Kim), which is an integrated project to measure the competitiveness of the tourist destinations through the submission of a full list of competitiveness determinants applicable on the tourist destinations, prompting its usage as a tool to measure the Alexandrian tourist destination competitiveness. | ||
| Keywords | ||
| tourism marketing; Crisis Management; Egypt | ||
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