Exploring the Role of Event Management for Destination Branding Post COVID-19 Pandemic: The case study of Egypt | ||||
| Journal of Tourism, Hotels and Heritage | ||||
| Volume 5, Issue 1, December 2022, Page 144-161 PDF (430.47 K) | ||||
| Document Type: Original Research | ||||
| DOI: 10.21608/sis.2022.176835.1117 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Dalia Fahmy Amara 
| ||||
| Arab Academy for Science and technology and maritime transport | ||||
| Abstract | ||||
| The travel and tourism sector is suffering significant disruption and is being greatly impacted globally. COVID-19 pandemic and its consequences on economic recession, employment, investment, and demand were not confined to the tourism business only but extended to include other tourism–related sectors such as event management. This study aims to explore the potential role of events on destination branding, from the perspective of the tourism industry stakeholders. The study purposed to answer the research question: how destinations can use successful events, post the COVID-19 pandemic to promote optimism to stimulate tourism helping in mitigating the impact of the crisis, and accelerating recovery while maintaining the destination positive image. The research conducted semi-structured interviews with 12 key event management and tourism stakeholders in Egypt. According to the interviews, seven main themes emerged: Travel restrictions, safety measures and less interaction, promotion of complementary tourist services and attractions, best means of using events to rebuild a destination’s brand after crisis, the need for cooperative planning between the industry key players, the synergizing of event and destination marketers’ efforts, role of media to support events. With these findings, this study provided recommended plans for destination branding to help take the necessary actions to ensure and prepare for the future recovery of the events market. Consequently, this study contributed practically. In addition, it developed empirical evidence that contributes knowledge, filling in the academic gap found in literature. | ||||
| Keywords | ||||
| Event Management; destination branding; Post COVID-19; Egypt | ||||
|
Statistics Article View: 227 PDF Download: 231 |
||||
