The Mediating Role of Co-Creation Tourism Experience on Promoting Sales via Social Media Platforms: Egyptian Travel Agencies Perspective

Document Type : Original Article

Author

High institute of tourism, Hotel Management and Monuments Restoration, Abou Qir-Alexandria

Abstract

This study aims to discuss the impact of the co-creation tourism experience on promoting sales and to examine how travel agencies can allow their customers to participate through social media platforms in developing and designing their trips. To do so, a survey was implemented among a set of travel agencies in Egypt, who are based on the concept of co-creation tourism experience through social media platforms to boost their sales. Using structural equation modelling, this study examines how social media platforms influence sales promotion by studying the mediating effect of the co-creation tourism experience. The proposed model was tested on a sample of 177 travel agencies. The results have demonstrated the effective role of the co-creation tourism experience as a mediating factor in boosting sales of Egyptian travel agencies via social media platforms. Therefore, many travel agencies have tried to exploit the social media tools to assist tourists’ involvement in value creation systems to promote their sales and keep their competitive position in the tourism field.

Keywords

Journal of Association of Arab Universities for Tourism and Hospitality
Volume 21, Issue 5
December 2021
Pages 218-240

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