The Impact of Sustainable Marketing on the Diversification of the Tourism Product for Archaeological Sites in Egypt, By Application to Luxor Governorate

Document Type : Original Article

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Faculty of Tourism and Hotels, Beni Suef University, Egypt

Abstract

Sustainable marketing has become an important concept for promoting tourism all over the world, while Egypt witnessed a sharp decline in the flow of tourists after the revolutionary Arab Spring wave, also the spread of the Corona virus in the world, besides its traditional tourism products, therefore, the strategies of those responsible for tourism in Egypt are required to develop new products to enrich the tourism industry (especially archaeological sites tourism). Many archaeological areas that have not yet been exploited, although they have all the potential to be an attractive tourist area, one of these places is Luxor Governorate, Luxor is a beautiful city rich in natural and cultural heritage, However, the huge potential that it possesses has not yet turned into a sustainable economic and tourism value, and the purpose of this research is to shed light on the sustainable marketing of archaeological areas in Luxor Governorate.

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