The Impact of Inbound Marketing on Brand Enhancement of Class A-Tourism Agencies: The Mediating Role of Digital Interaction

Document Type : Original Article

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

Abstract

This research explores the impact of inbound marketing on tourism agency brand enhancement, focusing on the mediating role of digital interaction in light of the accelerating shift toward digital tourism. This research model is based on value-driven attraction theory and was field-tested in class A-tourism agencies at Greater Cairo. This research employed a quantitative design by distributing 700 online questionnaires, and 385 valid responses were analyzed, with a response rate of 55%, using ADANCO-PLS software. Results revealed a statistically significant positive relationship between inbound marketing and digital interaction, as well as between digital interaction and brand enhancement. Results also indicated that digital interaction partially mediated the indirect relationship between inbound marketing and brand enhancement. Further, demographic data revealed a good representation of younger and frequent travelers, reflecting the importance of these groups in digital tourism interaction. This research recommends adopting more interactive digital marketing strategies, innovative applications, and digital platform development to enhance Egyptian tourism brands. This research contributes to addressing digital interaction effectiveness in emerging tourism and opens the way for comparative studies in other Arab and international contexts.

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