The Impact of Viral Marketing on Consumer’s Perceived Value and Purchase Decisions in The Hotels of Luxor and Aswan | ||||
| International Journal of Tourism and Hospitality Management | ||||
| Volume 7, Issue 2, December 2024, Page 181-196 PDF (479.93 K) | ||||
| DOI: 10.21608/ijthm.2024.393760 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Ahmed Rabee Ibrahim ; Ahmed Gamal Tager | ||||
| Faculty of Tourism and Hotels, Luxor University, Egypt | ||||
| Abstract | ||||
| In the preceding decades, due to the advancement of social media, traditional marketing has become less significant. Managers and entrepreneurs are seeking novel, effective and efficient ways both for new and technological products/services. Drawing on the theory of reasoned action, information adoption model and technology acceptance model. This research aims to assess the impact of viral marketing on consumer’s perceived value and purchase decisions (applied on the hotels of Luxor and Aswan). To achieve objectives of this research the quantitative approach was used via a. questionnaire. It is conducted on a random sample of (391) tourists. The results indicate that there is a positive Impact of viral marketing on consumer’s perceived value and on purchase decisions. The study recommended that hotels in Luxor and Aswan in order to improve customer perception of value and influence purchasing decisions, hotels in Luxor and Aswan are advised to give priority to developing and implementing efficient viral marketing tactics. | ||||
| Keywords | ||||
| Viral Marketing; Consumer’s Perceived Value; Purchase Decisions | ||||
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