Evaluating Luxor Brand Visual Identity from officials and Stakeholders Point of View
ahmed, A., Elias, W., Ahmed, N. (2022). Evaluating Luxor Brand Visual Identity from officials and Stakeholders Point of View. EKB Journal Management System, 14(2), 127-139. doi: 10.21608/mjthr.2022.161025.1056
asmaa Hussein ahmed; Wafaa Ahmed Elias; Nesreen Khairy Ahmed. "Evaluating Luxor Brand Visual Identity from officials and Stakeholders Point of View". EKB Journal Management System, 14, 2, 2022, 127-139. doi: 10.21608/mjthr.2022.161025.1056
ahmed, A., Elias, W., Ahmed, N. (2022). 'Evaluating Luxor Brand Visual Identity from officials and Stakeholders Point of View', EKB Journal Management System, 14(2), pp. 127-139. doi: 10.21608/mjthr.2022.161025.1056
ahmed, A., Elias, W., Ahmed, N. Evaluating Luxor Brand Visual Identity from officials and Stakeholders Point of View. EKB Journal Management System, 2022; 14(2): 127-139. doi: 10.21608/mjthr.2022.161025.1056

Evaluating Luxor Brand Visual Identity from officials and Stakeholders Point of View

Minia Journal of Tourism and Hospitality Research MJTHR
Volume 14, Issue 2, December 2022, Page 127-139  XML PDF (566.55 K)
Document Type: Original Article
DOI: 10.21608/mjthr.2022.161025.1056
View on SCiNiTO View on SCiNiTO
Authors
asmaa Hussein ahmed email 1; Wafaa Ahmed Elias2; Nesreen Khairy Ahmed3
1Tourism Studies Department, Faculty of Tourism and Hotels, Minia University
2Professor - tourism studies Department Faculty of tourism and hotels- Minia University, Egypt
3Lecturer at tourism Studies Department, Faculty of Tourism and Hotels, Minia University
Abstract
A visual identity is one of the most concrete means to communicate a brand,
translating its positioning, personality, and global flux via visual element. A brand is a
symbolic instrument of an identity, its relationships, conveying specific promises
about products, services, or entities. This study aims to evaluates brand visual identity from tourism officials and Stakeholders Point of View. In Specifically, it tries to determine to what extend the design of Luxor brand visual identity is suitable to Luxor civilization. Additionally, the study aims to assess the marketing efforts of governmental authorities to promote the elements of Luxor's visual identity to be recognized by tourists. To achieve the aim of the study a qualitative method was used. Ten interviews were conducted with a sample of hoteliers, travel agency, restaurant manager, general manager of Karnak Antiquities in the Ministry of Tourism who responsible for implementing the visual identity project in Luxor and the general manager of Tourism Administration in Luxor Governorate. Results showed that the designing of the elements of the visual identity of Luxor represent the culture and the history of the city. Moreover, the marketing activities aren’t sufficient for tourists to recognize about Luxor's visual identity.
Keywords
Branding; Visual identity; Tourism officials; Luxor
Statistics
Article View: 118
PDF Download: 288