Tourism provides tourists with two types of experiences: The intangible experience is represented in the level of the tourist's satisfaction with traveling to the tourist destination, and the tangible experience is represented in the souvenirs that the tourist buys for himself or as gifts for relatives and friends. The potential benefits of selling tourist souvenirs are essential to all tourist destinations. Recently, tourist souvenirs are considered a very important supportive tool that is used to promote the tourism industry in all countries. Given the competition that the activity of the souvenir industry in Egypt is facing, it is imperative to innovate in marketing efforts and to create an innovative marketing mix that contributes to create a sustainable competitive advantage that enables these original Egyptian products to remain and enhance the competitive advantage of Egypt as a different tourist destination.
The field study was conducted on a sample of tourists frequenting souvenir stores in various tourist cities to reveal the extent of application of innovative methods in the marketing mix of souvenirs from the tourists' point of view, and the effect of these practices on the competitive advantage of souvenirs in Egypt. The results of the study concluded that there is an impact of innovative marketing in enhancing the competitive advantage of tourist souvenirs in Egypt. Through the results obtained, a number of recommendations have been drawn up to the Ministry of Tourism and the Chamber of Tourism Antiques, in addition to the owners of tourist crafts and souvenir stores.