Holy Family’s Journey in Wadi El Natroun: Investigating Hospitality Marketing Mix, Visitors’ Satisfaction and barriers

Document Type : Original Research

Authors

1 Instructor, Hotel Management Department, Faculty of Tourism and Hotels, Matrouh University

2 Associate Professor, Hotel Studies Department, Faculty of Tourism and Hotels, Alexandria University

3 Professor, Hotel Management Department, Faculty of Tourism and Hotels, Matrouh University

Abstract

The Holy Family’s Journey in Wadi El Natroun is a religious tourist destination for visitors from inside and outside Egypt. Hence, the current research mainly aimed to investigate the quality of marketing mix in this destination and its impact on the visitors' satisfaction. It also aimed to determine the barriers that may moderate the impact of marketing mix on the visitors' satisfaction.
The target participants were the visitors of the four monasteries in Wadi El Natroun. Random sampling was employed to ensure equal allocation among visitors. The results clarified the significant impact of seven elements of marketing mix on visitors' satisfaction. Results also showed the moderating role of many barriers in the relationship between the marketing mix and the visitors' satisfaction. Finally, the current research provides recommendations to decision makers to achieve the visitors' satisfaction in the Holy Family’s Journey in Wadi El Natroun.
Keywords: Marketing mix, visitors'' satisfaction, the Holy Family’s Journey, Wadi El Natroun

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