Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
Some Remarks on the iSd tree, the Sacred tree of Heliopolis
1
16
EN
tarneem
farag
Bayoumy
Department of Tourism Management and Cultural Heritage , Faculty of Tourism and Hotels, Matrouh University
tarneem.bayoumy@yahoo.com
10.21608/jaauth.2020.35733.1043
According to Ancient Egyptian myths, in Heliopolitan theology, it was in Heliopolis that the god Atum created the world, and the ancient group of the nine gods known as the Ennead were worshipped there. Heliopolis was the main cult center of the sun god Ra who took the leader role in the Ennead of Heliopolis as early as the 5<sup>th</sup> dynasty. In Heliopolis the cult of stone symbols and sacred animals was known as the bnbn, iwn pillar, the bnw, Mnevis bull and mongoose. Another important symbol of Heliopolis was a sacred Persea tree called iSd. The iSd tree supplemented the cult of stone symbols and sacred animals and became a very important sacred symbol that exceeded the borders of Heliopolis to become a central subject which contained the keys to divine order. The tree appeared in coronation scenes and scenes related to the Hb- festival, in the Book of the dead, besides its importance as a fruit, leaves and flowers. This paper aims at investigating the importance of the iSd tree and its appearance in scenes and texts. This paper begins with an introduction of the importance of the city of Heliopolis and the origin of the iSd tree, then focuses on the practical use of the tree, as well as its religious and spiritual importance. The study ends with a main conclusion.
Heliopolis,iSd tree,ancient Egypt
https://jaauth.journals.ekb.eg/article_105564.html
https://jaauth.journals.ekb.eg/article_105564_434921b06f3f18186461841b0d6e7350.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
Using 3D Hologram Technology (3DHT) in the Distance Learning Program to Enhance the Professional Skills of Tour Guidance Undergraduate Students
17
34
EN
Manal
Abdelhamid
Tour Guidance Dep., Faculty of Tourism and Hotels, Alexandria University
manalmahmoud69@yahoo.com
10.21608/jaauth.2020.109878
<span>Vocational training is the cornerstone of many industries especially those that depend mainly on the human element like tourism. The tour guide is considered one of the most vital employees in tourism. Depending on his performance and interaction with the tourists, the destination image is positively or negatively formed. Accordingly, it is necessary to pay great attention to tour guides’ education and training through formal specialized institutes to enhance the professional skills of tour guides. The training of the tour guidance undergraduate students is usually carried out through field trips in the monumental sites and museums in order to gain professional experience. However, because of the recent COVID19 Pandemic that resulted in full-scale quarantine, it became necessary to search for another technological approach through distance learning educational platform to achieve the educational objectives of the training courses. The recent study’s aim is to detect the possibility of using 3DHT in distance learning programs to reinforce the professional skills of students and achieve the maximum benefits for them beside considering this innovative method as an alternative approach of education that can be adopted in similar circumstances.</span>
Hologram Technology,distance learning,Skills,Tour guidance,Undergraduate Students
https://jaauth.journals.ekb.eg/article_109878.html
https://jaauth.journals.ekb.eg/article_109878_d6556a42ed3136e7ce68c55dbaf83756.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
Light, Darkness and Shadow in ancient Egypt
35
49
EN
May
Hosny
Faculty of tourism and hotel management, Helwan University
mayhosny@live.com
10.21608/jaauth.2020.40136.1064
In ancient Egypt there were different natural elements which affected the various aspects of their life. As the ancient Egyptians were good observers of nature, they realized all the natural phenomena as well as the natural elements surrounding them and provided each with secular and religious significances. Among these elements were light, darkness which created the shadow and the image. These elements reflected a great role on the ancient Egyptians daily life, underworld and even their afterlife. The article will deal with the different words of light, darkness, and shadow. It will emphasize how the light dispelled the darkness in the daily life as well as the afterlife. Moreover, it will cover the shadow which was created from the merging between the light and darkness. All these elements affected the cycle of the life of the ancient Egyptians. Furthermore, they believed in the importance of the image to ensure resurrection and eternal life.
Light,darkness,shadow,Image,Sun
https://jaauth.journals.ekb.eg/article_115880.html
https://jaauth.journals.ekb.eg/article_115880_49fc501ec7db47e796493218456e8189.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
THE FUTURE OF TOURISM POST COVID-19 PANDEMIC: FROM THE EGYPTIAN TOUR OPERATORS' PERSPECTIVES
50
64
EN
Tamer
Hamdy Ayad
Department of Management, College of Business Administration, King Faisal University, KSA.
tayad@kfu.edu.sa
Mohamed
A. Moustafa
aDepartment of Management, College of Business Administration, King Faisal University, 380 Al-Ahsaa, Saudi Arabia
mamoustafa@kfu.edu.sa
Mahmood
Khan
Pamplin College of Business, Virginia Tech, Northern Virginia Center, Falls Church, VA. USA
mahmood@vt.edu
10.21608/jaauth.2020.40875.1069
<span>The Covid-19 pandemic is the worst crisis the international tourism sector is facing, and UNWTO has revised its 2020 forecast. Full closure of borders led to a collapse in international tourism to Egypt with a loss in GDP and employment. UNWTO affirms that tourism will recover, but it won't be the same as before, which presents a gap to be filled. This paper aims to identify the changes in tourism industry components post COVID-19 pandemic as perceived by Egyptian Tour Operators. Survey data using questionnaires were collected from 373 employees. The results show that tourism will be more domestic, face mask and social distancing will become the new norm, tourist will choose hotels with an effective hygiene system, and health-check will be a must to enter airports and airplanes, which present a significant contribution to the understanding of the future of the tourism industry by policymakers, stakeholders and tourism researchers.</span>
COVID-19 pandemic,Egyptian tour operators,Tourism demand,Impact of COVID-19,Post COVID-19 changes
https://jaauth.journals.ekb.eg/article_112599.html
https://jaauth.journals.ekb.eg/article_112599_8cb65e38b39f4863241609d52be54361.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
City tourism as a key driver for sustainable development in Cairo Metropolitan: Challenges and opportunities
65
77
EN
Nashwa
S. El-Sherif
Faculty of Tourism and Hotels, Helwan University, Cairo, Egypt.
nashwa1971@hotmail.com
Galal
Afifi
0000-0003-3830-6630
Faculty of Arts and Social Sciences, Sultan Qaboos University, Muscat, Oman.
galal_afifi@yahoo.com
10.21608/jaauth.2020.35716.1042
<span><span>City tourism has increasingly become a dominant trend in many destinations worldwide. Due to its various benefits across the cities and beyond, many countries have targeted enhancing the tourism profiles of their major cities and/or metropolises to develop them into global tourism destinations. Moreover, many tourism academics and practitioners have contributed to our understanding of the concept and benefits of city tourism on local communities. Nevertheless, most of the available literature to date is based on the experience of cities and metropolises in the developed world, while little attention has been given to this domain in the developing countries. This article aims to investigate the challenges and opportunities of city tourism as a key driver for sustainable development in Egypt with particular emphasis on Cairo Metropolitan area as an urban destination suitable for both long and short breaks. The study depended on both primary and secondary data sources and encompassed two methods of qualitative data collection: observation and interviews. The study concludes by developing a conceptual framework for boosting Cairo Metropolitan into a global tourism city and giving a number of recommendations on how to enhance the tourism profile of urban destinations for the welfare of local communities. </span></span>
tourism,cities,Metropolises,Breaks,Development,Sustainability
https://jaauth.journals.ekb.eg/article_108915.html
https://jaauth.journals.ekb.eg/article_108915_c04b824753b001941909f827252ae8a7.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
Application of Machine Learning in the Hotel Industry: A Critical Review
78
96
EN
EID
ALOTAIBI
0000-0002-8649-7606
Department of Tourism and Archaeology٫ College of Arts٫ University of Hail٫ Hail City٫ Saudi Arabia
otaibi_eid@hotmail.com
10.21608/jaauth.2020.38784.1060
<strong>Study purpose</strong> – The hotel industry like any other industry is witnessing a change due to information and communication technology. However, this change is quite slow. Many researchers in recent time have garnered interest in exploring and implementing the new technologies of artificial intelligence and machine learning in the hotel industry. Therefore, the purpose of this study is to give insights on the role of ML and its integrated technologies in the hotel industry.
<strong>Design</strong>/<strong>Methodology</strong>/<strong>Approach</strong> – The study has critically reviewed articles published from 2010 to 2020. To achieve the research objective, the study seeks to answer three main research questions related to the existing literature; RQ1: Where does the hotel industry implement machine learning? RQ2: What are the machine learning techniques used in the hotel industry? RQ3: Which countries are using machine learning in the hotel industry?
<strong>Findings</strong> – The study found that machine learning is helpful in demand forecasting, price forecasting, booking cancellation prediction, financial efficiency, and work efficiency. The machine learning algorithms outperform in the forecast accuracy against the statistical models. The countries at the forefront in machine learning technologies are China and USA. The other countries should take the cue from them and implement machine learning in their hotels
<strong>Originality of the research – </strong>This research conducts exploratory analysis to identify the extent of scientific community knowledge and awareness on machine learning in the hotel industry. To the best of the authors’ knowledge, no prior researcher has conducted a similar study specifically in the hotel industry.
Hotel Industry,Machine Learning,artificial intelligence,Deep learning,Hotel management
https://jaauth.journals.ekb.eg/article_108732.html
https://jaauth.journals.ekb.eg/article_108732_19b7e16e7240aa896469ddc21fcc46bf.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
The Role of Heritage Hotels in the Development of Creative Cultural Tourism: The case study of Egypt
97
133
EN
Noha
Khalil
Associate professor at tourist studies department, high institute of tourism, hotels and restoration abukir, Alexandria
nohagallad@yahoo.com
Hany
Kozmal
Hotel management the higher institute for tourism and hospitality management Egoth Luxor
hany_atef2000@yahoo.com
10.21608/jaauth.2020.40470.1065
There is a growing interest in destinations for seeking several ways to make themselves more attractive and competitive and creative cultural tourism can achieve it. The heritage hotel industry has become more popular in the world and premised to give its guests the ideal atmosphere and motivate them to experience the authentic culture of the destination in a creative way during their stay. The study examines the nature of heritage hotels and their creative activities. This exploratory study aims to provide a basis for understanding and management of the role of heritage hotels in the development of creative cultural tourism. The methodology of "case study" was used, and data were collected using a questionnaire addressed to four and five-star heritage hotels' department managers, supervisors, and employees, and the collected data were analyzed using SPSS version 20.0. The results indicated that Egyptian heritage hotels are able to enrich local culture by giving their guest the chance to interact with local community through their creative activities. The creativity guideline for heritage hotels has been presented and conclusions and recommendations are given in the framework of the circumstances of the case.
Heritage hotels,creative activities,Creative cultural tourism
https://jaauth.journals.ekb.eg/article_113039.html
https://jaauth.journals.ekb.eg/article_113039_4968279abfdd96230b6fee8608448ed7.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
Career Development Programs in Greater Cairo Three-Star Hotels
134
163
EN
Nahla
Helmy
Hotel Management, Faculty of Tourism and Hotel Management, Beni Suef University
nahlah1770@hotmail.com
Michael
Magdi Zaki
Hotel Studies Department, Faculty of Tourism and Hotels, Luxor University
dr.michael@fth.luxor.edu.eg
10.21608/jaauth.2020.36205.1048
Career development is regarded as one of the main processes of human resources management in the hospitality industry that requires planned programs with systematic procedures. A pilot study has been implemented and reached a conclusion that most of the three-star hotels in Greater Cairo have no career development programs. Then, the research aims at evaluating the overall situation of the career development process in Greater Cairo three-star hotels, identifying the main problems facing the implementation of such programs, and finally providing constructive recommendations for supporting career development programs. The research has chosen 15 three-star hotels in Greater Cairo as the sample of the study, representing 42.85% of the total number of Greater Cairo three-star hotels. The research has utilized a questionnaire distributed among 45 managers as 3 managers per hotel. Another questionnaire has been disseminated among 450 employees working in the visited hotels and the total number of valid answered questionnaires reached 379 representing 84.2% of the distributed ones. Research results demonstrated that there is no full staff awareness about hotel career pathways in their hotels with no career plan and reliable criteria for staff promotion, the fact that leads to employees’ job-dissatisfaction. It is recommended to launch an awareness campaign for hotels’ staff about career development significance and provide training courses for HR staff concerning the procedures of the career development process. Academics and researchers should assist in preparing benchmarking studies that could support career development programs in hotels.
Career Development,Career Development Programs,Greater Cairo,three-star hotels
https://jaauth.journals.ekb.eg/article_112584.html
https://jaauth.journals.ekb.eg/article_112584_670404350348350279ddd25cee796d89.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
Assessing the Performance of Managing and Following-up Online Hotels’ Guests Reviews
164
176
EN
Mohamed
Abdel Aziz
Abed
https://orcid.org/00
Faculty of Tourism &amp; Hotel Management
October 6 University
^ October
Cairo
Egypt
abed_2869@yahoo.com
10.21608/jaauth.2020.35177.1041
<strong>Purpose </strong>–Word of mouth (WOM) is considered among the most powerful source of information that affect consumers’ purchasing decisions in the hotel industry. The importance of this effect growing because of the hospitality nature, those services are difficult to evaluate before consumption. The digitization of WOM and its spread on a large scale make it easier to track opinions about the services offered, which is more likely to have more credibility among consumers. Handling and responding to guest comments and reviews especially negative one is a very important in affecting the purchasing decision of the potential consumers. The purpose of this study is to investigate how managing customers’ online reviews affect hotel performance and customers retention of some four stars hotels in Red Sea, Egypt.<br /> <strong>Design/methodology/approach</strong>– the data was collected through a semi-structured interview addressed to Director of Sales and Marketing and another questionnaire addressed to a sample of customers who lately visited the Red Sea.<br /> <strong>Research limitations/implications– </strong>The research focused on a sample of the four stars resort hotel's in Red Sea, Egypt.
social media platforms,Online Reviews,Negative comments,Hotel Performance,Handling Guest Complaints
https://jaauth.journals.ekb.eg/article_106498.html
https://jaauth.journals.ekb.eg/article_106498_533b1a1a7356db9dfe0c60e0d75822fd.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
Food Waste Management: Exploratory Study of Egyptians chefs
177
198
EN
Shimaa
Soliman
The Higher Institute for Tourism, Hotels & Computer El-Seyouf, Alexandria,Egypt.
solimanshimaa247@gmail.com
10.21608/jaauth.2020.34793.1040
Food waste has recently become one of the most common problems facing the hospitality sector. Food waste in the kitchen represents the largest waste stream in a full-service hotel and approximately four to ten percent of food purchased by restaurants becomes kitchen loss, both edible and inedible. It is, however, food waste in the hospitality sector that has been excluded from attention. This study provides critical literature of kitchen food waste according to chefs’ viewpoint in Alexandria Governorate -Egypt hotels. The study aims to evaluate practices implemented in kitchens; moreover, increase awareness among kitchen staff with the dangers of excessive food waste. The study also discusses the application of smart food waste management systems in kitchens and finally, recommends some effective practices for effect food waste reduction. In order to achieve these objectives, 300 questionnaire forms are distributed separately and by mail to professional kitchen staff in all types of hotels. The returned and valid forms were (253) forms with a percentage rate (84.3%). Data were described using mean, standard deviation, Pearson coefficient correlation, Spearman coefficient. The study highlights the lack of awareness among kitchen staff towards food waste issues, due to which management actions were taken by the managers.
Food waste management,Organic waste,Sustainability,Edible food waste
https://jaauth.journals.ekb.eg/article_112595.html
https://jaauth.journals.ekb.eg/article_112595_5366c3307c126051810b31bac13df065.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
Impact of Organizational Culture on Organizational Citizenship Behavior in Hotels: The Mediating Role of Affective Commitment
199
209
EN
Sameh
Soliman
Faculty of Tourism and Hotel Management, Helwan University.
mrsameh_fth@yahoo.com
Ahmed
Hasanein
Faculty of Tourism and Hotel Management, Helwan University.
ahmed.elmasry46@yahoo.com
10.21608/jaauth.2020.31533.1036
Organizational culture (OC) has emerged as one of the foremost themes in management studies and organizational behavior over the past three decades. This research aims to measure the impact of OC on organizational citizenship behavior (OCB) in a sample of five-star hotels. It also examines the mediating role of affective commitment (AC) in the relationship between OC and OCB. For this purpose, online questionnaire was adopted with a random sample of employees in the investigated hotels. A number of 400 forms was distributed, among them 331 forms (83%) were completed and valid for analysis. The research hypotheses tested through multiple regressions analysis and the mediating effect was tested using Sobel z test. The results showed that OC positively affect OCB. Furthermore, AC partially mediates the relationship between OC and OCB. Based on the results it is recommended that hotel managers should pay special attention when choosing their employees specially who have OCB attributes in their personality because this will affect job outcomes.
Organizational culture,organizational citizenship behavior,affective commitment,Employees Behaviors
https://jaauth.journals.ekb.eg/article_109872.html
https://jaauth.journals.ekb.eg/article_109872_578ddb151fac480d995c2fbe1dd94625.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
Factors affecting quality culture in Al Ahsa’ Hotels
210
223
EN
Khaled
A. Al Falah
Assistant Professor, Department of Management, School of Business, King Faisal University.
kalfalah@kfu.edu.sa
10.21608/jaauth.2020.40073.1063
Quality movement emerged as revolutionary approach and philosophy in management which continuously search for needs and requirements of customers and try to incorporate them in organization systems, policies and procedures on an ongoing basis. Therefore, many companies around the world adopt the techniques and principles of that momentum. However, there is a dearth of knowledge regarding requirements of such direction in developing countries such as Saudi Arabia. The majority of research done in this area was conducted in different areas of the world, especially western countries. Little empirical research was done in developing countries that investigate the requirements to enhance the culture base for the quality to grow. Accordingly, this study tries to tackle this issue by investigating the existence of seven requirements of Total quality management adoption in the hotel industry in Saudi Arabia. To achieve its objectives, the study utilized a survey among mangers in selected five star hotels in the eastern region in Saudi Arabia. Results revealed that quality awareness is high in the selected hotels. Moreover, there are high levels of top management commitment to quality and focus on satisfying customer needs of the services provided by the hotels. The results obtained from this study have implications for managers and researchers.
Hotel Industry,Total Quality Management,Quality Management,Service Sector,Hospitality management,Saudi Arabia
https://jaauth.journals.ekb.eg/article_109877.html
https://jaauth.journals.ekb.eg/article_109877_3ec8204c6c91397bab2a8cb23f9d320a.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
The Role of Art Festivals in Revitalizing and Promoting the Inbound Tourism to Egypt: Applying to the Annual Film Festival of El Gouna
224
239
EN
Tahia
Talal
Nasr
The Egyptian Higher Institute for Tourism &amp;Hotel, Sheraton
tahia.talal@yahoo.com
10.21608/jaauth.2020.36562.1051
The research aims to study the role of art festivals in activating and promoting inbound tourism to Egypt by applying to one of the most famous Egyptian art festivals which is El Gouna Film Festival. The study can achieve this means by following up on the contribution of this festival to the promotion and improvement of the mental image of Egypt and the revitalization of the tourist movement coming to it. Based on the foregoing, a form has been distributed for surveying the opinions of a random sample of participants in the festival for the year 2019. The number of distributed forms were 100. The results of the field study showed that the elements of tourist attractions and tourist services are available in El Gouna City and the Red Sea Governorate. Furthermore, there is an improvement in the tourist mental image, as well as a positive impression among the participants about Egypt. The study also indicated that there is a lack of promotion to the festival. The study recommended the necessity of publishing a lot of information about the El Gouna Film Festival on the websites. Moreover, it called for concerted efforts from official and informal institutions, to overcome any obstacles and informing about in good time before the opening. That’s to attract more participants from different countries around the world.
Festival,El Gouna,Mental Image,Festival tourism,art festivals,Tourist promotion
https://jaauth.journals.ekb.eg/article_107801.html
https://jaauth.journals.ekb.eg/article_107801_8bd2a1fbd347ad50ed1c2058419814fc.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
The Impact of the Environmental Assessment Using the Quadruple Strategic Analysis Matrix in Enhancing the Competitive Advantage of Diving Tourism in the Jordanian Coast of the Gulf of Aqaba
240
258
EN
Ibrahim
Bazazo
The Director of the Center for Consulting and Continuing Education, University of Jordan, Aqaba.
i.bazazo@ju.edu.jo
Maher
Al-Shamayleh
Department of History and Islamic Civilization, Tourism Guidance, University of Sharjah, U.A. E
malshamaileh@sharjah.ac.ae
Lama
Mahmoud Al-orainat
PhD candidate, Friedrich-Alexander University, Erlangen-Nürnberg, Germany.
lama_ora@yahoo.com
10.21608/jaauth.2020.36993.1054
The research aims to identify the impact of environmental assessment using the quad analysis matrix (SWOT Analysis) in enhancing the competitive advantage of the reality of diving tourism in the Jordanian Gulf of Aqaba coast, through the use of the quadruple analysis system to identify all the strengths, weaknesses, opportunities and threats in diving tourism in Aqaba, to provide a comprehensive picture of the chronological reality of development in the diving tourism industry, and the spatial organization and spatial relationships between all uses in the study area, also drawing on the geographic information systems and remote sensing software, to provide a holistic picture that contributes to learning about the current reality of diving tourism in Aqaba, and the future prediction in the form of spatial space within a comprehensive holistic approach based on scientific foundations. The study reached the importance of integrated environmental management with its natural, economic and social elements, based on a comprehensive analysis and diagnosis of all diving tourism activities, according to sustainable planning and approach, based on future best practices and projections related to the uses of the diving tourism industry. This contributes to setting the decision-maker on the right path in adopting the holistic planning process for the diving tourism industry in the study area, especially in light of the great expansion witnessed by the diving tourism industry in Aqaba during the recent times.
Diving Tourism,Spatial analysis,Coral Reefs, Integrated Management,SWOT Analysis,Quadrant Analysis Matrix
https://jaauth.journals.ekb.eg/article_113647.html
https://jaauth.journals.ekb.eg/article_113647_4f04b6fa37c8a69b7afa1134565e7a8d.pdf
Suez Canal University; Faculty of Tourism and Hotel Management
Journal of Association of Arab Universities for Tourism and Hospitality
1687-1863
2682-4612
18
3
2020
06
01
The role of Marketing Innovation in Achieving Hotel’s Business Excellence
259
284
EN
Ali
El sayed Shehata
0000-0002-8280-3418
Hotels studies department, faculty of tourism and hotels, Suez Canal University.
dr.ali.shehata@tourism.suez.edu.eg
10.21608/jaauth.2020.37042.1055
This study aims to determine the effect of applying Marketing Innovation practices (Developing the marketing technology; creating value for customers; creative thinking of marketers and assessing the feasibility of marketing innovations) on hotels’ business excellence. The field study was applied to a simple random sample of marketing and sales managers in five – star hotels in Cairo and Sharm El Sheikh. A questionnaire form was used to collect the research data. Data were analyzed using the statistical program (SPSS.V.23). The research results concluded the impact of most dimensions of marketing innovation on a hotel’s business excellence while applying all dimensions together showed a high positive effect. The research recommended the importance of applying all dimensions of innovation marketing as one practice without fragmentation with the creative formulation of the hotel's marketing strategies.
Marketing Innovation,Marketing technology,The feasibility of marketing innovations,Business Excellence
https://jaauth.journals.ekb.eg/article_107800.html
https://jaauth.journals.ekb.eg/article_107800_b26941a5d8c31bb25d720af0a5589d0a.pdf