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104801

The role of pink marketing in women's purchasing decision-making concerning tourism products: “A field study on women–only tourist beaches in the northwest coast of Egypt”

Article

Last updated: 24 Dec 2024

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Abstract

The importance of the study lies in highlighting the impact of using pink marketing in the tourism field where women constitute a large segment of customers that must be appreciated. The questionnaire was designed using a Likert five-measure scale to measure the main study variables and the AMOS V 24 program was used to calculate the structural equations model (SEM) and its indicators in order to prove the hypotheses, confirming that there is a positive impact relationship with statistical significance between the dimensions of the pink tourism marketing mix (product, price, promotion, and place) and women's purchasing decision making when arranging for a trip to women –only beaches. In the light of its results, the study highly recommends applying the philosophy of pink marketing to help companies and tourism institutions develop their products in line with the needs and preferences of women with the possibility of achieving greater effectiveness in the marketing strategies followed by corporate management or tourist places in a manner that doubles their market share.

DOI

10.21608/jaauth.2020.33341.1038

Keywords

Pink Marketing, Women's purchasing decision, Women –only beaches, The northwest coast of Egypt

Authors

First Name

Heba

Last Name

Abdel Kerim Youssef Zidan

MiddleName

-

Affiliation

High Institute of tourism and hotel management and monuments restoration

Email

heba_zidaan@yahoo.com

City

Alexandria

Orcid

-

Volume

18

Article Issue

2

Related Issue

15373

Issue Date

2020-06-01

Receive Date

2020-06-20

Publish Date

2020-06-01

Page Start

202

Page End

225

Print ISSN

1687-1863

Online ISSN

2682-4612

Article File

JAAUTH_Volume 18_Issue 2_Pages 202-225.pdf

PDF . 1.6MB

Link

https://jaauth.journals.ekb.eg/article_104801.html

Detail API

https://jaauth.journals.ekb.eg/service?article_code=104801

Order

12

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

The role of pink marketing in women's purchasing decision-making concerning tourism products: “A field study on women–only tourist beaches in the northwest coast of Egypt”

Details

Type

Article

Created At

22 Jan 2023