The effect of Visual Identity on the Positive E-WOM as a tool of tourism promotion (Applied on Sharm El-Sheikh)

Document Type : Original Article

Authors

1 faculty of tourism and hotels, Suez Canal University

2 Tourism Studies Department, Faculty of Tourism and Hotel, Suez Canal Univeristy

Abstract

This study aims to explore the effect of Visual Identity on the positive electronic word of mouth(E-WOM) as a tool of tourism promotion(Applied on Sharm El-Sheikh). Data was obtained from surveying 500 tourists in Sharm El-Sheikh. A totals of 420 responses were obtained with a response rate of 84 %.
SPSS version 27 was employed as the main data analysis technique. The results indicate that visual identity application in Sharm El-Sheikh has an positive effect in E-wom , attracting a lot of tourists and to improve the tourism image of the city. The study also recommended the need to pay attention to the Egyptian identity through tourism advertisement, which represents one of the determinants of the Egyptian national income and the need to pay attention to the positive E-wom as one of the elements of the promotional mix which has extremely important in promoting tourism and improving the tourism image of Egypt

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