Assessing the Tools of Digital Brand Marketing in the Egyptian Travel Agencies and Their Influence on Domestic Tourists' Loyalty | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Volume 24, Issue 1, June 2023, Pages 367-388 PDF (1.07 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2023.239805.1506 | ||
| Author | ||
| Mohamed Adbdul-raouf Khalaf* | ||
| Minia University- Faculty of Tourism and Hotels- Tourism Studies Department | ||
| Abstract | ||
| Digital branding marketing is a process that helps travel agencies establish their identity, increase their visibility, and build credibility among the communities that engage with them. It involves a comprehensive strategy for manipulating digital media that goes beyond basic online tactics like posting tweets or sending promotional emails. This approach aims to create a strong impression on the target tourists and foster loyalty. The research aim is to assess the tools of digital brand marketing and their effect on domestic tourists' loyalty in Egypt. This research used the descriptive analytical approach, where a questionnaire was prepared on Google Forms and distributed online through email, Facebook, WhatsApp, and Instagram to a random sample of domestic tourists. A total of 813 tourists answered the questionnaire. The results obtained from tools were examined through various analytical methods, including descriptive statistics, reliability analysis, coefficient analysis, and Pearson correlation analysis, utilizing SPSS 22.0. The research reached several results, the most important of which is that Facebook is the best application to use in digital brand marketing. There is a significant positive relationship between tourists' satisfaction, loyalty, and digital brand dimensions. Furthermore, there is a significant positive relationship between domestic tourist satisfaction, loyalty, and the quality of E-services. The research recommended that travel agencies should stay updated on digital brand marketing technology to boost daily operations and improve tourist satisfaction and loyalty. Facebook, WhatsApp, and Instagram are highly popular social media platforms among tourists. Therefore, travel agencies should use these platforms to boost their tourist numbers. | ||
| Keywords | ||
| Digital Branding Marketing; Domestic Tourists'؛; Travel Agencies; Egypt | ||
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