The effectiveness of the Egyptian marketer’s use of social media to influence the purchase decision of a tourist coming to Egypt

Document Type : Original Article

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Tourism Studies Department - Faculty of Tourism and Hotels - Suez Canal University

Abstract

Social media is an information web-based platform where users can share ideas, thoughts, pictures, experiences and so on. It has completely stirred up tourist behavior in their search of information. For this reason, the main purpose of this research is to analyze how tourists use social media along their decision-making process of tourism products. In addition, to define the power of the Egyptian marketers contents through social media in increasing Egyptian tourism demand.  Data was collected using a qualitative approach that has taken the form of semi-structured interviews with 110 tourists, in order to explore and describe the best way that tourists use the Egyptian marketer contents on social media platforms along their decision-making process. The findings support that social media is not included in the marketing strategy of tourism sectors in Egypt. Finally, this paper concludes some practical implications for the tourism industry in order to take advantage of social media and increase their presence in marketing strategy.

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