The role of pink marketing in women's purchasing decision-making concerning tourism products: “A field study on women–only tourist beaches in the northwest coast of Egypt”

Document Type : Original Article

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High Institute of tourism and hotel management and monuments restoration

Abstract

The importance of the study lies in highlighting the impact of using pink marketing in the tourism field where women constitute a large segment of customers that must be appreciated. The questionnaire was designed using a Likert five-measure scale to measure the main study variables and the AMOS V 24 program was used to calculate the structural equations model (SEM) and its indicators in order to prove the hypotheses, confirming that there is a positive impact relationship with statistical significance between the dimensions of the pink tourism marketing mix (product, price, promotion, and place) and women's purchasing decision making when arranging for a trip to women –only beaches. In the light of its results, the study highly recommends applying the philosophy of pink marketing to help companies and tourism institutions develop their products in line with the needs and preferences of women with the possibility of achieving greater effectiveness in the marketing strategies followed by corporate management or tourist places in a manner that doubles their market share.

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