Perception of Destination Branding Measures: A Case Study of Alexandria Destination Marketing Organizations  

Oleh:

Hassan, Suzan Bakri ; Hamid, Mohamed Soliman Abdel ; Bohairy, Hosny Al

Jenis: Article from Journal - e-Journal
Dalam koleksi: International Journal of Euro-Mediterranean Studies (IJEMS) vol. 03 no. 02 (2010), page 269-288.
Topik: destination marketing organizations (DMO’s); DMO--Alexandria; Egypt
Fulltext: 3_269-288.pdf (140.9KB)

Isi artikel

Suppliers and organizers in the tourism sector seek to attract tourists by differentiating and marketing their products and services. While developing their marketing and sale methods they are now more and more using branding as one of their major tools, especially in the current intense global competition. Destination branding is not yet fully used in the tourism business sector of various countries such as Egypt. This study aims to investigate the branding perspective of destination marketing organizations (DMO’s) in Alexandria. To achieve a high result, a survey approach was used to collect data from 100 respondents, official and public sectors using a completed questionnaire technique, a Likert scale and statistical models to test and interpret the research outcomes. The research findings explained that marketing organizations in Alexandria have not enough awareness of any destination branding’s concept and that they are only implementing parts of a branding process.

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