The Role of Digital Platforms in Enhancing the Brand Identity of the Egyptian Tourist Destination | ||||
| The International Journal of Tourism and Hospitality Studies | ||||
| Volume 9, Issue 1, July 2025, Page 216-238 PDF (1.02 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/ijthsx.2025.393837.1168 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Jehad hamdy Hamdy Jehadhamdy  1; Nadia Maher2; Moustafa صبحي أبو النيل Abo El-Nile 3
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| 1Faculty of touirsn and hotels October 6 university | ||||
| 2Faculty of Tourism and Hotels, Suez Canal University | ||||
| 3استاذ مساعد بقسم الدراسات السياحية كلية السياحة والفنادق جامعة 6اكتوبر | ||||
| Abstract | ||||
| Digital platforms play a vital role in enhancing the brand identity of the Egyptian tourist destination, as digital platforms are considered an effective means for promoting the brand identity of international tourist destinations. Likewise, the continuous changes in tourist trends have compelled the state to develop a strategy for creating professional electronic platforms to enhance the brand identity of the Egyptian tourist destination. In addition, the role of digital tourism platforms emerges from identifying how these platforms enhance the brand identity of the Egyptian destination, by exploring the opinions of the targeted tourist audience regarding what each Egyptian destination offers. The research relies on the descriptive analytical method by reviewing the theoretical studies related to the research topic. The field study was based on the survey method, where a total of 169 questionnaires were distributed to officials at the Ministry of Tourism and Antiquities and its affiliated authorities, during the period from January to April 2025, to answer the research questions and achieve its objectives, which aim to assess the role of digital platforms in enhancing the brand identity of the Egyptian tourist destination. The data collected from the valid questionnaires were statistically analyzed using the Statistical Package for the Social Sciences (SPSS) to arrive at the research results. The findings revealed a statistically significant positive correlation between the dimensions of digital platforms and the enhancement of the brand identity of the Egyptian tourist destination. Based on these results, the research presented a number of recommendations | ||||
| Keywords | ||||
| Digital platforms; brand promotion; Egyptian tourist destination | ||||
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