Viral Marketing Adoption among Egyptian Travel Agents: Perceived Benefits and Barriers

Document Type : Original Article

Author

Department of Tourism Studies - Faculty of Tourism and Hotels - Fayoum University

Abstract

Tourism organizations have been looking for new tools to reach target markets in a more efficient and effective way.
While developing their marketing tools, they are now using viral marketing, which has generated a lot of excitement in
recent years and can provide enormous benefits to tourism companies in many countries such as Egypt. This research
aims to highlight the perceived benefits of viral marketing adoption to Egyptian travel agents and to determine the
perceived barriers to viral marketing adoption in these agents. Quantitative approach is used to achieve the aims of this
study. Questionnaire forms were collected from marketing managers in travel agencies category 'A' in Egypt. Surveyed
agents showed that marketing, managerial, and customer- related benefits are among the benefits offered to Egyptian
travel agents by viral marketing adoption. Additionally there are organizational, environmental, and technical barriers to
adopt viral marketing in travel agents in Egypt.

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