The Impact of Using Magnetic Marketing on Enhancing the Competitive Advantage of Egyptian Tourism Companies: Applied to Tourism Companies’ Category (A) in the City of Alexandria

Document Type : Case Studies

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Lecturer, The Higher Institute of Tourism and Hotels in Alexandria, Egoth

Abstract

Modern marketing strategies are one of the important and essential components of the success of tourism companies, as they represent an element of competitive advantage in the work environment. This study aimed to evaluate the impact of magnetic marketing on enhancing the competitive advantage of Egyptian tourism companies, and thus to reach results that serve both the magnetic marketing strategy and the competitive advantage in achieving the expansion and growth of sales of Egyptian tourism companies. The current study relies on the descriptive analytical approach, and to achieve the study's goal, a questionnaire was designed directed to the managers of category (A) tourism companies in the city of Alexandria, totaling 101 companies, by distributing the questionnaire electronically to them, and a total of (92) retrieved questionnaires, with a retrieval rate of 91%. One of the most important results of the study is that there is a statistically significant relationship between tourism companies adopting magnetic tourism marketing and enhancing their competitive advantage. The study recommended the necessity for Egyptian tourism companies to focus on the dimensions of magnetic marketing and provide the appropriate budget for it, as it plays an important role in achieving a competitive advantage for tourism companies.

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