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31999

Effect of Applying Blue Ocean Strategy on Marketing Performance in the Egyptian Travel Agents

Article

Last updated: 04 Jan 2025

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Subjects

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Tags

Tourism Management

Abstract

The research aims to; examine the effect of applying the Blue Ocean Strategy on the marketing performance measurement dimensions in the Egyptian travel agents. The quantitative – qualitative approaches were incorporated in this research. Data was collected from the managers and executives in marketing and tour operating departments in 60 Egyptian travel agents in Cairo through using a questionnaire form. Personal Interviews were conducted to help these agents better understanding this new strategy.  The obtained data for this study, was presented in tables comprising of mean, standard deviation, and Friedman's test,  while the hypotheses was tested using, simple liner regression and ANOVA analysis at a significance level of 5% with the aid of statistical package for social sciences (SPSS version 22). The findings revealed that Blue Ocean Strategy has a positive significant effect on marketing performance dimensions in the Egyptian travel agent. Blue Ocean Strategy is considered a quite dynamic process as it affects market shares, customer satisfaction, customer loyalty and innovation. The research was finally concluded by raising recommendations for improvement the BOS implications in the Egyptian travel agents, in order to increase its marketing performance.

DOI

10.21608/ijhth.2019.31999

Keywords

Blue Ocean Strategy, Marketing performance, Marketing myopia, uncontested market, Travel Agents

Authors

First Name

Ahmed

Last Name

Eltobgy

MiddleName

-

Affiliation

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Email

-

City

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Orcid

-

First Name

Yasmeen

Last Name

Abd Elmoaty

MiddleName

-

Affiliation

-

Email

-

City

-

Orcid

-

Volume

12

Article Issue

2

Related Issue

5389

Issue Date

2018-09-01

Receive Date

2019-05-16

Publish Date

2018-09-01

Page Start

382

Page End

399

Print ISSN

2636-4131

Online ISSN

2636-414X

Article File

IJHTH_Volume 12_Issue 2_Pages 382-399.pdf

PDF . 810.9kB

Link

https://ijhth.journals.ekb.eg/article_31999.html

Detail API

https://ijhth.journals.ekb.eg/service?article_code=31999

Order

23

Type

Original Article

Type Code

804

Publication Type

Journal

Publication Title

International Journal of Heritage, Tourism and Hospitality

Publication Link

https://ijhth.journals.ekb.eg/

MainTitle

Effect of Applying Blue Ocean Strategy on Marketing Performance in the Egyptian Travel Agents

Details

Type

Article

Created At

22 Jan 2023