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تم العثور علي : 272
 تم العثور علي : 272
  
 
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Thesis 2024.
In an increasingly competitive destination market - effective communication is unquestionably a key feature for the development of a strong country brand. Despite the notable adoption of Integrated marketing communications (IMC) across various contexts - its suitability for destinations has been neglected in the tourism literature. Moreover - implementing IMC poses greater complexities when applied at the national level compared to the company level.
As a result
- this research embraces IMC as a methodology within the context of country branding. It aims to assess the current perceptions of Egypt among potential international tourists and evaluate the effectiveness of various IMC tools including traditional media advertising - social media - websites - influencers - and events in shaping Egypt’s image from a tourist perspective. Furthermore - the research investigates the consequences of cultivating a positive country image for Egyptian tourism.
To achieve these objectives
- a mixed-methods approach was utilized. Qualitative data were gathered through semi-structured interviews with international students and staff from the University of Exeter - which were analysed thematically. Additionally - a quantitative study involved administering 365 online questionnaires via Qualtrics - distributed through Prolific - with data analysed using Partial Least Squares structural equation modelling (PLS-SEM) on 334 valid responses.
The findings substantiate the critical role of IMC tools in forming a favorable country image. Specifically
- advertising - government websites - influencers - and social media were identified as direct triggers of a favourable Egypt image. The results further revealed that both cognitive and affective dimensions of image impact tourists’ intentions to visit; notably - only the affective image significantly influences perceived value.
This research provides essential insights for tourism marketers
- emphasising the need to reassess the role of IMC tools in fostering an image - which can lead to increased visit intentions and positive perceived value. The study makes a dual contribution: it pioneers the empirical examination of IMC in the context of country branding and demonstrates the effectiveness of IMC in creating a favourable image within the Egyptian tourism sector amidst recent challenges.
Keywords:
Integrated Marketing Communications
- Country Image - Perceived Value - Visit Intention - Egypt - In an increasingly competitive destination market - effective communication is unquestionably a key feature for the development of a strong country brand. Despite the notable adoption of Integrated marketing communications (IMC) across various contexts - its suitability for destinations has been neglected in the tourism literature. Moreover - implementing IMC poses greater complexities when applied at the national level compared to the company level.
As a result
- this research embraces IMC as a methodology within the context of country branding. It aims to assess the current perceptions of Egypt among potential international tourists and evaluate the effectiveness of various IMC tools including traditional media advertising - social media - websites - influencers - and events in shaping Egypt’s image from a tourist perspective. Furthermore - the research investigates the consequences of cultivating a positive country image for Egyptian tourism.
To achieve these objectives
- a mixed-methods approach was utilized. Qualitative data were gathered through semi-structured interviews with international students and staff from the University of Exeter - which were analysed thematically. Additionally - a quantitative study involved administering 365 online questionnaires via Qualtrics - distributed through Prolific - with data analysed using Partial Least Squares structural equation modelling (PLS-SEM) on 334 valid responses.
The findings substantiate the critical role of IMC tools in forming a favorable country image. Specifically
- advertising - government websites - influencers - and social media were identified as direct triggers of a favourable Egypt image. The results further revealed that both cognitive and affective dimensions of image impact tourists’ intentions to visit; notably - only the affective image significantly influences perceived value.
This research provides essential insights for tourism marketers
- emphasising the need to reassess the role of IMC tools in fostering an image - which can lead to increased visit intentions and positive perceived value. The study makes a dual contribution: it pioneers the empirical examination of IMC in the context of country branding and demonstrates the effectiveness of IMC in creating a favourable image within the Egyptian tourism sector amidst recent challenges.
Keywords:
Integrated Marketing Communications
- Country Image - Perceived Value - Visit Intention - Egypt

Thesis 2024.

Book 2021.
ISBN: 9780367496517

Articles 2022.
(vol. 59, No. 2 (March 2022 /

Articles 2022.
(vol. 59, No. 2 (March 2022 /

Articles 2023.
(vol. 60, No. 2 (March 2023 /

Articles 2021.
س. 41، ع. 2 (2021) /

Book 2024.
ISBN: 9780357516188.

Thesis 2024.

Articles 2024.
Vol. 92, No. 1 (April 2024) /


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