Testimonial Marketing of Celebrity Visits of Egyptian Archaeological Sites: Evaluation of Efforts of the Official Tourism Organizations | ||||
| Journal of Tourism, Hotels and Heritage | ||||
| Volume 6, Issue 1, June 2023, Page 151-179 PDF (778.48 K) | ||||
| Document Type: Review Articles | ||||
| DOI: 10.21608/sis.2023.209137.1141 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Heba Abdallah Elkarmouty  1; Gamal Eldin Abdelrazek2
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| 1the high institute of tourism and hotels EGOTH alexandria | ||||
| 2faculty of tourism and hotels , Alexandria University | ||||
| Abstract | ||||
| Egyptian tourism enjoys great support from celebrities, and this research aims to shed light on testimonial marketing for the exploitation of celebrity visits to archaeological areas and marketing for those areas, and the extent of the role played by the official tourism agencies in the country to exploit those visits to promote Egyptian archaeological sites for free. This study relied on the analytical descriptive approach, with the use of personal interviews as a tool for data collection. These interviews were conducted on a sample of 15 experts in the official tourism authorities in official tourism authorities in the country. During the study, the importance of exploiting the testimonial marketing of celebrity visits to market of Egyptian archaeological sites was proven. It was also confirmed that the efforts made by the official tourism agencies in the country are not sufficient for marketing by exploiting the visits of celebrities to the Egyptian archaeological sites. Testimonial marketing of celebrity visits to Egyptian archaeological sites. | ||||
| Keywords | ||||
| Testimonial Marketing; Celebrity Visits; Archaeological Sites; State’s Official Tourism Organizations | ||||
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