Integrated Marketing Communications as a Key Strategic Element to Improve Value Co-creation for Customers of Egyptian Tourism Companies

Abotaleb, Siham A; Elnagar, Ahmed K

doi:10.21608/sis.2022.144044.1062

Integrated Marketing Communications as a Key Strategic Element to Improve Value Co-creation for Customers of Egyptian Tourism Companies

Document Type : Original Research

Authors

Siham A Abotaleb ¹
Ahmed K Elnagar ²

¹ Tourism Studies Department, Higher Institute of Tourism and Hotels, King Mariout - Alexandria, Egypt; Hospitality and Tourism, Applied College, Taibah University, Saudi Arabia.

² Hotel Management, Faculty of Tourism and Hotel Management, Suez Canal University, Ismailia 41522, Egypt; Administrative and Financial Sciences Department, Applied College, Taibah University, Saudi Arabia.

10.21608/sis.2022.144044.1062

Abstract

Abstract
Integrated marketing communications (IMC) represent the integration, coordination and integration of efforts and activities that take place through various means of communication with the target audience. As a result, the study seeks to uncover the relationship between the dimensions of IMC and value co-creation, as well as to assess the possible influence of these dimensions on improving value co-creation.The survey method (420 forms) was used in the field study, which was focused at a sample of tourists in Egypt. SPSS V25 was used to perform statistical analysis on the data. The findings concluded that the level of adoption of the IMC dimensions by Egyptian tourism companies was very high and high, except for the event sponsorship dimension, which the customers agreed was a weakness of the surveyed tourism companies' adoption of this dimension within their marketing plans; the presence of a positive significant impact of the IMC dimensions on improving value co-creation; There are statistically significant disparities in the attitudes of tourist company clients concerning the dimensions of value co-creation based on the length of time they have dealt with the company. The study suggests that tourism companies rely more on their consumers by encouraging them to submit proposals for new services and soliciting their feedback on the new services that the company plans to adopt in the future, especially during times of crisis in the tourism industry.

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