Leveraging Experiential Marketing for Boosting Tourists’ Engagement in the Egyptian Tourist Destination | ||
| The International Journal of Tourism and Hospitality Studies | ||
| Volume 8, Issue 2, April 2025, Pages 48-70 PDF (671.71 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijthsx.2025.369532.1150 | ||
| Authors | ||
| Ahmed Adel Hammad* 1; Reham Mamdouh Abd El Maksoud2 | ||
| 1Tourism Studies Department, Faculty of Tourism and Hotels, Mansoura University, Egypt | ||
| 2Tourism Studies Department, Faculty of Tourism and Hotels, Mansoura University | ||
| Abstract | ||
| This research aims to explore how experiential marketing can be leveraged for boosting tourists’ engagement in the Egyptian tourist destination. The research is based on primary data collected through distributing (520) questionnaires to tourists from December 2024 to February 2025. It also draws on various secondary data sources relevant to the topic. The findings highlight the significant role of experiential marketing in enhancing tourist engagement by influencing tourists' visits. If it is effectively applied within the Egyptian tourism sector, it can serve as a powerful tool for attracting and retaining tourists. The research recommends launching innovative experiential marketing campaigns e.g. LED 360-degree screens, virtual tours, pop-up shops, and guerrilla campaigns in high-traffic locations e.g. airports, shopping centres and tourism fairs. Furthermore, investment in interactive museums, sensory exhibitions, and immersive storytelling that are related to tourist attractions in Egypt is a significant issue. Tailored experiences that focus on cultural, recreational, and therapeutic tourism alongside a dedicated digital platform incorporating experiential marketing technologies are also recommended to maximise tourist engagement. | ||
| Keywords | ||
| Keywords: Marketing; Experiential Marketing; Egypt; Tourist destination | ||
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