Egypt's Hotel Revolution: Unlocking Sustainable Success in Egyptian Hotels via Reverse Marketing and Guests | ||||
| International Journal of Heritage, Tourism and Hospitality | ||||
| Volume 18, Issue 2, December 2024, Page 91-129 PDF (875.31 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/ijhth.2025.376126.1068 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Eslam Sayed AbdelGhany Yasin  1; Omar El Sayed Qoura2
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| 1Lecturer, Hotel Studies Department, faculty of tourism and Hotels, Fayoum University, Fayoum, Egypt | ||||
| 2Professor, Hotel Studies Department, Faculty of Tourism and Hotels, Fayoum University, Fayoum, Egypt | ||||
| Abstract | ||||
| Reverse marketing is one of the most important modern and contemporary marketing concepts in the hotel industry; it is an inventive marketing strategy. This research examines the effect of reverse marketing (RM) dimensions on sustainable development (SD) in hotel contexts. Additionally, this research highlights the boundary effect of customer behavior (CB) in the reverse marketing-sustainable development linkage. A descriptive-analytical method was employed to reach the findings using both online and paper surveys; a questionnaire form with four axes was chosen and given to a random sample of customers of five-star hotels in Cairo. The number of questionnaires distributed was 500, and (326) were valid for analysis . Using SPSS version 25, the influence was examined using Pearson correlation and linear regression and analyzed using Smart PLS v.4.4. The results confirmed that six key drivers of reverse marketing positively affected sustainable development through customer behavior. Multi-group analysis findings proved that customer behavior was positively affected by price, service, promotion, products, distribution, and counter advertising in hotels. The study came out with a set of conclusions, the most important of which was the existence of a significant correlation and impact between variables. Regarding the study's recommendations, the study recommends the need to develop and adopt reverse marketing strategies in the research sample hotels. Additionally, the organization must focus on using reverse marketing tactics and strategies among employees and customers across many divisions and offer training courses that enhance the professional abilities of Egypt's hotel industry. | ||||
| Keywords | ||||
| Reverse Marketing; Customer behavior; Sustainable development; Hotels; Egypt | ||||
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