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49964

Email Marketing between Effectiveness and Inconvenience: A Case of Travel Agencies in Cairo

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Last updated: 24 Dec 2024

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Abstract

Email marketing emerged as a viable marketing activity in the 1990s with the ascent of the Internet. As web sites and web traffic proliferated, businesses were able to use email to reach growing numbers of potential customers at a very low cost. Specifically hospitality and travel firms use e-mail marketing in maintaining a long-term relationship with customers. With the fact that empirical studies on e-mail newsletters are nil, especially studies  focusing on e-mail newsletters in the hospitality and travel industries, this study proceeds with considering literature on email marketing, customer retention and relationship marketing together with information on hospitality and travel firms to provide insights into the effectiveness of using e-mail newsletters. The study depends on an empirical study based on a questionnaire survey of a probability random sample of travel agents' clients in Cairo, to understand their views, the level of their interest and level of influence by email marketing in general and travel agents' email marketing in particular.

DOI

10.21608/jaauth.2016.49964

Keywords

Email Marketing, Travel Marketing, Travel & Tourism, Customers, (ROI) Return on Investment

Authors

First Name

Sameh

Last Name

Abdel Baky

MiddleName

Refaat

Affiliation

Department of Tourism Studies, Faculty of Tourism & Hotel Management, Helwan University, Cairo, Egypt Department of Tourism & Hospitality Management, College of Tourism and Archaeology, King Saud University, Riyadh, Saudi Arabia

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Volume

13

Article Issue

1

Related Issue

7684

Issue Date

2016-06-01

Receive Date

2016-03-24

Publish Date

2016-06-01

Page Start

75

Page End

84

Print ISSN

1687-1863

Online ISSN

2682-4612

Link

https://jaauth.journals.ekb.eg/article_49964.html

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https://jaauth.journals.ekb.eg/service?article_code=49964

Order

31

Type

Original Article

Type Code

997

Publication Type

Journal

Publication Title

Journal of Association of Arab Universities for Tourism and Hospitality

Publication Link

https://jaauth.journals.ekb.eg/

MainTitle

Email Marketing between Effectiveness and Inconvenience: A Case of Travel Agencies in Cairo

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Type

Article

Created At

22 Jan 2023