دور التسويق الرقمي في إعادة تشكيل الصورة الذهنية للمقصد السياحي النوبي | ||
| The International Journal of Tourism and Hospitality Studies | ||
| Volume 9, Issue 1, July 2025, Pages 190-215 PDF (916.88 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijthsx.2025.387189.1160 | ||
| Authors | ||
| خلود محمدي احمد عبد الحفيظ* 1; غادة محمد وفيق2; رانيا محمد بهاء الدين محمد بهاء الدين3; مصطفي صبحي أبو النيل صبحي أبو النيل4 | ||
| 16october university | ||
| 2استاذ دراسات سياحية جامعة 6 اكتوبر استاذ دراسات سياحية جامعة الفيوم | ||
| 3أستاذ ورئيس قسم الدراسات السياحية كلية السياحة والفنادق جامعة المنصورة | ||
| 4استاذ مساعد بقسم الدراسات السياحية كلية السياحة والفنادق جامعة 6اكتوبر | ||
| Abstract | ||
| In today's digitally dominated world, digital marketing has become a crucial strategic tool for organizations across various sectors, especially tourism. It's now fundamental in shaping marketing plans for tourist destinations by reshaping their public perception.This research specifically investigated digital marketing's impact on reshaping the mental image of the Nubian cultural heritage and its subsequent effects. Employing a descriptive-analytical approach, the study aimed to detail and analyze how digital marketing influences the perception of the Nubian tourist destination. Data was gathered via a questionnaire distributed to 322 participants, including academics, Ministry of Tourism and Antiquities employees, relevant Egyptian tourism authorities, and staff from Egyptian tourism companies. The study revealed that digital marketing significantly contributes to reshaping the mental image of Nubia, yielding numerous positive cultural outcomes for the Nubian community. It also highlighted that strategically focusing on the Nubian community's mental image could transform the region into a premier Egyptian tourist area, provided effective marketing and promotional strategies are implemented. Based on these findings, the research recommends that governmental bodies develop a comprehensive and integrated marketing strategy for the Nubian region. This strategy should include clear objectives, be based on precise analysis of the current situation and regional needs, and crucially, involve substantial investment in digital marketing, given its vital role in shaping tourist destination perceptions. | ||
| Keywords | ||
| Digital marketing; image; tourist destination; Nubia | ||
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