دور استراتيجيات التسويق السياحي في تطوير أداء الشرکات السياحية في الغردقة | ||||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||||
| Article 6, Volume 13, Issue 3, December 2016, Page 91-108 PDF (1.17 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jaauth.2016.53817 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Mohamed Hafiz; Eslam algammal; Nermin Abu Zeid | ||||
| Faculty of Tourism and Hotels, Suez Canal University | ||||
| Abstract | ||||
| Tourism Marketing Strategy is the rationale by which tourism companies can achieve their marketing objectives. It includes a consistent set of decisions related to the target market, and represents a marketing strategy for the development of visions of the tour company about markets in order to achieve a competitive position among other companies, and be more responsive to the requirements of the customer value in the target tourist market. This study aims to highlight the role of tourism marketing strategies in supporting tourism companies, analyse the relationship between the elements of the marketing strategy, understanding the impact of marketing strategy variables on achieveing the strategic objectives, and investigate the role of tourism marketing strategy in the development of tourism companies in Hurghada. The study is based on both descriptive and analytical approaches that fit with the theme of the research, which is based on the idea of studying basic elements in order to draw conclusions that address the problem of the research. A questionnaire was developed and distributed among a random sample of employees in travel agencies in Hurghada, 150 were returned and analyzied using statistical software (SPSS v20). In addition, semi-structured interviews were undertaken with tourism experts and academics. Data was analyzed and hypothsese were tested. First alternative hypothesis was validated where there is a correlation between the elements of the marketing strategy (competitive advantage – strategic plans- human competencies- customer satisfaction). Second alternative hypothesis was also validated where there is an impact among the mean responses respondents about the impact of strategic marketing variables (competitive advantage - strategic plans - human resources - customer satisfaction) to achieve strategic objectives. Third alternative hypothesis was accepted where "no statistically significant differences between the tourism marketing strategy and the development of tourism companies in Hurghada". Recommendations were suggested for the development of tourism companies, particularly related to the special role of the Ministry of Tourism that could be played to support the tourism marketing strategy for travel agencies in Hurghada. | ||||
| Keywords | ||||
| marketing strategy; Travel Agencies; Hurghada; tourism marketing | ||||
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