How does cultural tourism promotion enhance inbound tourist movement? The pivotal role of Egyptian embassies abroad

Document Type : Original Article

Authors

1 Suez Canal University - Faculty of Tourism and Hotels

2 Faculty of Tourism and Hotels Suez Canal University

10.21608/jaauth.2024.289782.1578

Abstract

This research highlights the focal role of Egyptian embassies abroad in promoting cultural tourism and its impact on increasing inbound tourist movement to Egypt. A descriptive and analytical approach was employed to explain the phenomenon under study, where a questionnaire survey was distributed to potential visitors who regularly attend tourism events such as conferences and cultural exhibitions organized by Egyptian embassies abroad to promote tourist destinations with cultural diversity in Egypt. In total, 348 valid responses were obtained from these visitors based on a short link prepared via the Google Form platform. Findings were analyzed using Adanco v.2 software to examine the extent of the tourism promotion effect on increasing inbound tourist movement to Egypt through tourism offers and advertising provided by cultural attachés affiliated with Egyptian embassies abroad. Findings proved that a positive and significant effect of tourism embassies promotion on increasing inbound tourist movement dimensions, i.e., tourism demand, supply, and strategy. Findings recommend the need to pay attention to advertising and promoting culturally diverse tourist destinations in Egypt by organizing participation in international tourism exhibitions such as Berlin International Exhibition, in addition to inviting sports celebrities and international actors to broadcast promotional videos about the importance of visiting culturally diverse tourist destinations in Egypt.



 



Keywords: Egyptian embassies, tourism advertising, cultural tourism promotion, tourism industry

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