The Effect of Online Media on the Tourism Dimension of Egypt Nation Branding تأثير وسائل الإعلام الالكترونية على السياحة كأحد أعمدة العلامة التجارية لمصر

عشوش, رضوى حماده

doi:10.21608/mercj.2022.115716.1215

	The Effect of Online Media on the Tourism Dimension of Egypt Nation Branding تأثير وسائل الإعلام الالكترونية على السياحة كأحد أعمدة العلامة التجارية لمصر
مجلة بحوث الشرق الأوسط
Article 10, Volume 11, Issue 92 - Serial Number 11, October 2023, Page 3-20 PDF (17.28 MB)
Document Type: المقالة الأصلية
DOI: 10.21608/mercj.2022.115716.1215
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Author
رضوى حماده عشوش
کلية الاداب، قسم اعلام
Abstract
Summary Nation branding is a practice that has been adopted by a number of countries where the techniques and concepts of branding products or services are applied to nations for the purpose of promoting them to their key stakeholders and identifying them among their competitors. Online media has been the carrier of nation brands across cultures. This study aims at understanding the effect of online media on the tourism dimension of Egypt nation branding. The researcher uses the survey to identify the general perception of non Egyptians on Egypt's brand image and its perception of it as a touristic destination. Through the study of the literature review, it has been obvious that a number of international studies have covered the concept of nation branding, its practice, management, and benefits. To stand upon the theoretical framework of the practice of nation branding, the research employed the Customer-Based Brand Equity (CBBE) Model. The study results identified key elements and how they relate to the perception of non Egyptians of Egypt and the characteristics they look for when visiting a country for tourism.
Keywords
Nation branding; tourism; online media


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