The impact of viral marketing in Promoting medical tourism in Siwa Oasis

Document Type : Original Article

Authors

1 Tourist Studies Department – Faculty of Tourism and Hotels – Suez Canal University

2 Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Egypt

10.21608/jaauth.2024.329758.1620

Abstract

The study aimed to investigate the role of viral marketing in promoting wellness tourism in Siwa Oasis as a modern tool, and to understand the impact of various dimensions of viral marketing (email, online advertisements, social media, word-of-mouth, influencers) on the effectiveness of promoting wellness tourism sites in the region. A descriptive analytical approach was used in the study. A total of 450 survey questionnaires were distributed to a random sample of tourists in Siwa from June to August 2024, and 420 responses were collected. Of these, 380 questionnaires were valid for statistical analysis, while 40 were excluded. The SPSS V (27) software was utilized to assess the extent of using viral marketing dimensions, which play a significant role in promoting wellness tourism sites. The study concluded the importance of applying viral marketing dimensions to enhance wellness tourism in Siwa Oasis and highlighted the features of wellness tourism to attract more tourists to the area. The study recommends adopting viral marketing dimensions as an innovative marketing approach, focusing on travel influencers on social media, and developing smart and innovative incentive systems to encourage tourists to engage with viral content, as it is the most effective tool for reaching a large audience of tourists.

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