“The role of using the internet two-way communication technique ‘as a new product’ on customer engagement. Applied on the tourism sector in Egypt”
Sameh, R., Tawfik, Y. (2025). “The role of using the internet two-way communication technique ‘as a new product’ on customer engagement. Applied on the tourism sector in Egypt”. EKB Journal Management System, 56(1), 9-37. doi: 10.21608/sjsc.2024.336263.1522
Rawan Sameh; Yasser Tawfik. "“The role of using the internet two-way communication technique ‘as a new product’ on customer engagement. Applied on the tourism sector in Egypt”". EKB Journal Management System, 56, 1, 2025, 9-37. doi: 10.21608/sjsc.2024.336263.1522
Sameh, R., Tawfik, Y. (2025). '“The role of using the internet two-way communication technique ‘as a new product’ on customer engagement. Applied on the tourism sector in Egypt”', EKB Journal Management System, 56(1), pp. 9-37. doi: 10.21608/sjsc.2024.336263.1522
Sameh, R., Tawfik, Y. “The role of using the internet two-way communication technique ‘as a new product’ on customer engagement. Applied on the tourism sector in Egypt”. EKB Journal Management System, 2025; 56(1): 9-37. doi: 10.21608/sjsc.2024.336263.1522

“The role of using the internet two-way communication technique ‘as a new product’ on customer engagement. Applied on the tourism sector in Egypt”

المجلة العلمية للبحوث التجارية (جامعة المنوفية)
Article 13, Volume 56, Issue 1, January 2025, Page 9-37  XML PDF (946.85 K)
Document Type: المقالة الأصلية
DOI: 10.21608/sjsc.2024.336263.1522
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Authors
Rawan Sameh email 1; Yasser Tawfikorcid 2
1MSA university
2MSA university, Faculty of management sciences, marketing department
Abstract
This study explores the impact of the metaverse as two-way communication tool on customer engagement within the tourism sector in Egypt. Mixed method approach was adopted to fill the literature gap of using metaverse as a two-way communication tool to enhance customer engagement and promote for tourism applied on the Egyptian tourism sector. After skimming through relevant past literature, the researcher interviewed experts from the tourism sector and national and international tourists. Th researcher formulated and tested the conceptual model after collecting data from 377 tourists both national and international ones. By examining variables such as social influence, perceived ease of use, and perceived usefulness, the researcher employs structural equation modelling (SEM) to analyse the relationships between the factors constructed in the conceptual model. The findings indicate that social influence significantly affects customer engagement, mediated by the perceived ease of use and usefulness of metaverse technologies. Additionally, the metaverse acts as a two-way communication tool, enhancing engagement by allowing real-time interactions between tourists and tourism providers. This interactive platform promotes tourism in Egypt by offering immersive, multisensory experiences that foster deeper connections and personalized engagement.
Keywords
Metaverse novelty; Customer engagement; Social Influence; Perceived ease of use; Perceived Usefulness
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