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300836

Evaluating the Marketing Efforts for Attracting the Chinese Tourists to Egypt

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Last updated: 04 Jan 2025

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Abstract

The main aim of this study is to evaluate the marketing efforts for increasing the Chinese tourism movement to Egypt. This study depended on mixed approaches by collecting quantitative and qualitative data; questionnaire was designed and distributed to travel agencies, and 10 interviews were conducted with marketing experts and members in the Egyptian Tourism Authority. The targeted population for this study was General Managers, Branch Managers, and Department Heads of Egyptian Travel Agencies (A) in Cairo and Luxor, as (430) questionnaires were distributed by the researcher. The results showed that the marketing efforts are insufficient to attract the Chinese tourism market to Egypt, as there is a shortage in the number of Chinese restaurants, a lack of guiding signs in Chinese language, a lack of Chinese guides, and a lack of e-marketing on Chinese social networking sites such as WeChat. Also, the study recommended that the Egyptian Travel Agencies and the Egyptian Tourism Authority should create an official page on WeChat, and provide Chinese restaurants, guided signs, implementation of a clear strategic plan to target the Chinese market and other important recommendations that can help in developing the Chinese tourism movement to Egypt.

DOI

10.21608/ijthm.2023.300836

Keywords

Marketing Efforts, Chinese Market, Travel Agencies, Egyptian Tourism Authority

Authors

First Name

Eslam

Last Name

Nour El-Din

MiddleName

-

Affiliation

Researcher, Faculty of Tourism and Hotels, Luxor University, Egypt

Email

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City

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Orcid

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First Name

Khaled

Last Name

Abd El-Halim

MiddleName

Soliman

Affiliation

Faculty of Tourism and Hotels, Luxor University, Egypt

Email

-

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

-

Volume

6

Article Issue

1

Related Issue

41507

Issue Date

2023-06-01

Receive Date

2023-05-28

Publish Date

2023-06-01

Page Start

24

Page End

48

Print ISSN

2535-2318

Online ISSN

2682-3632

Article File

IJTHM_Volume 6_Issue 1_Pages 24-48.pdf

PDF . 1.5MB

Link

https://ijthm.journals.ekb.eg/article_300836.html

Detail API

https://ijthm.journals.ekb.eg/service?article_code=300836

Order

300,836

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

Evaluating the Marketing Efforts for Attracting the Chinese Tourists to Egypt

Details

Type

Article

Created At

24 Dec 2024