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239660

Assessing the Influence of Using Online Marketing Tools on Egyptian Domestic Tourism: Online Behavior, Online Purchase Intention and E-Satisfaction

Article

Last updated: 22 Jan 2023

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Abstract

This study aims to explore the relationship between using online Marketing Applications in Domestic Tourism in Egypt. It also sheds light on some variables such as online behavior, purchase intention and e- satisfaction of domestic tourists. To achieve the objectives of the study, a questionnaire is administered (on 606 domestic tourists in Egypt) as a quantitative approach and as an instrument or method to gather data from the study sample. After collecting data, coding, and analysis, the main results of the study demonstrated that there is a significant relationship between using online marketing tools and online purchase intention, online behavior, and E-satisfaction of domestic tourist in Egypt. It shows that there is a significant relationship between online marketing content or online reviews (E-WOM) and online purchase intention of domestic tourist. The study recommends that; Travel Agencies in their marketing strategies in domestic tourism in Egypt should take into consideration the domestic tourists comments on social media websites. In addition, they should provide discounts on future domestic tours in case the domestic tourists share their positive experiences on social media pages.  

DOI

10.21608/ijthm.2022.239660

Keywords

Online Purchase Intention, Online Behavior, E-Satisfaction, Online Marketing Tools, Domestic tourism

Authors

First Name

Maged

Last Name

Briez

MiddleName

G.

Affiliation

Faculty of Tourism and Hotels, Minia University, Egypt

Email

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City

-

Orcid

-

First Name

Mohamed

Last Name

Ezzat

MiddleName

-

Affiliation

Faculty of Tourism and Hotels, Minia University, Egypt

Email

mohamed.ezzat@mu.edu.eg

City

-

Orcid

-

First Name

Sabreen

Last Name

Abd Eljalil

MiddleName

G.

Affiliation

Faculty of Tourism and Hotels, Luxor University, Egypt

Email

-

City

-

Orcid

-

Volume

5

Article Issue

1

Related Issue

29738

Issue Date

2022-06-01

Receive Date

2022-01-27

Publish Date

2022-06-01

Page Start

137

Page End

163

Print ISSN

2535-2318

Online ISSN

2682-3632

Article File

IJTHM_Volume 5_Issue 1_Pages 137-163.pdf

PDF . 942.7kB

Link

https://ijthm.journals.ekb.eg/article_239660.html

Detail API

https://ijthm.journals.ekb.eg/service?article_code=239660

Order

6

Type

Original Article

Type Code

824

Publication Type

Journal

Publication Title

International Journal of Tourism and Hospitality Management

Publication Link

https://ijthm.journals.ekb.eg/

MainTitle

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Details

Type

Article

Created At

22 Jan 2023