Cairo’s Call: Exploring the Role of Cultural Identity and Behavioral Intentions in Promoting Islamic Heritage Tourism in Egypt | ||
| The International Journal of Tourism and Hospitality Studies | ||
| Volume 9, Issue 2, October 2025, Pages 132-157 PDF (714.83 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijthsx.2025.409545.1177 | ||
| Authors | ||
| Abdelrahman Ahmed Abdelhai Abdelghani* 1; Mamdouh Ahmed Mohammed2; Hebatallah Ahmed Mokhtar Ahmed1 | ||
| 1Prince Sattam Bin Abdulaziz University | ||
| 2Higher Institute of Tourism and Hotels, EGOTH, Luxor | ||
| Abstract | ||
| This study examines how cultural identity influences tourists' behavioral intentions toward Islamic heritage tourism in Cairo, Egypt, incorporating perceived behavioral control as a mediator and demographic factors (gender, education) as moderators. Drawing on social identity theory and the Theory of Planned Behavior (TPB), a quantitative survey of 397 tourists revealed cultural identity directly enhances behavioral intentions (β = .42, *p* < .001), including revisit and recommendation plans. Perceived behavioral control partially mediates this relationship (indirect effect β = .18), indicating identity bolsters tourists' confidence in engaging with heritage sites. Gender and education significantly moderate effects: females (β = .48 vs. males β = .35) and postgraduates (β = .50 vs. undergraduates β = .38) exhibit stronger identity-driven intentions. The model explains 52% of behavioral intention variance. Findings underscore the need for identity-centric marketing, enhanced visitor empowerment, and demographic-tailored strategies to promote sustainable Islamic heritage tourism. The study also demonstrates the relationship between cultural identity, behavioral intentions, Islamic heritage tourism, and SDGs. | ||
| Keywords | ||
| Cultural identity; Behavioral intentions; Islamic heritage tourism; Perceived behavioral control; Sustainable tourism | ||
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