Celebrity-endorsed advertisements have a powerful influence, especially on young generations like millennials. At the same time, green advertising is a growing trend used by many destinations and organisations for environmental protection initiatives. Celebrity endorsement in green advertisement could be a viable solution for many marketers in tourist destinations to engage and support millennials to be eco-friendly during their travels. Hence, the purpose of this study is to investigate the mediating role of using celebrities as endorsers in green ads to influence the intention of Egyptian millennials towards environmental behaviours in tourist destinations. Descriptive analysis, Structural Equation Modelling (SEM) and Confirmatory Factor Analysis (CFA) have been carried out using SPSS and Amos to address the objectives of this study. Results show that celebrity endorsement mediates the relationship between green advertisements and the intentions of millennials to behave in a sustainable way in tourist destinations. This study makes the first attempt to provide evidence of how celebrities can be employed as a mediating variable in green advertisements to motivate Egyptian millennials to be environmentally responsible.

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Qaitbay Castle is one of the most important heritage sites in Alexandria which has recently witnessed many negative practices. Therefore, this study evaluates the level of cultural awareness of residents in Qaitbay Castle area. It also investigates their gains from tourism advantages, as well as their participation in heritage preservation which helps achieving sustainable tourism development. The study was conducted through two methods: (1) interviews with managers in some tourism and heritage official institutions regarding their efforts to raise cultural awareness among local community; (2) A questionnaire to collect data from a random sample of 570 residents in the area of Qaitbay Castle. Four hundreds and eighty one questionnaires were valid to be analyzed. The results revealed the weakness of residents' cultural awareness and the lack of integrated program between the official authorities to enhance cultural awareness. Finally, some suggestions for enhancing community's awareness were proposed for managers and policy makers.

‫ا‬ ‫ل‬ ‫م‬ ‫لخ‬ ‫ص‬Virtual reality (VR) is a synthetic, computer-simulated experience that imitates the real world and stimulates the users' visual and auditory senses. With the aid of developed exosomatic instruments and artificial intelligence, VR users may experience a genuine maritime and cultural heritage environment. Virtual diving (VD) refers to the application of virtual reality technology in the context of Underwater Cultural Heritage (UCH). VD allows diver and non-diver tourists to explore the underwater archeological sites, engaging them in an enjoyable experience. Therefore, this study examines how to take advantage of modern technology to promote the Egyptian UCH to be more reachable to large-scale tourism. The Red Sea is one of the most global sites for marine biodiversity. Five maritime and UCH sites in the Red Sea were chosen which are SS Thistlegorm, Wadi el-Jarf,Marsa Gawasis,Saadana Island,and Ain Sokhna. Researchers designed a spatial geodatabase for study sites using Geographic Information Systems (GIS). A qualitative methodology approach was adopted through semi-structured interviews with managers and experts in some official institutions responsible for managing the Egyptian UCH. Results revealed that VR and VD technologies can be applied in particular sites compared to others due to some practical considerations such as water condition, accessibility, the possibility of monitoring the site, and the risk of heritage destruction. Experts have shown great interest in VR and VD, asserting that UCH in the Red Sea necessitates innovative marketing strategies. Eventually, some suggestions for exploiting VR and VD were proposed for managers and policymakers to promote the Egyptian maritime and UCH.

This study seeks to evaluate perceived institutional support and attitudes exhibited by academics towards the integration of students with disabilities (SWDs) in Tourism Higher Education Institutions (THEIs). The willingness of academics in accommodating SWDs and their interest in furthering professional development for the education of SWDs will also be assessed. A survey was randomly distributed to academic staffs in THEIs with a resulting 310 responses. A Path-Analysis model was implemented using Amos 25 for the testing and validation of research hypotheses. Results indicated positive attitudes among academics towards SWDs with a general willingness to accommodate and integrate them in THEIs. Findings also indicated that the institutional support academic perceive has a significant influence on academics as well as their willingness to support SWDs. This study suggests the strengthening of support and development of training for academics in relation to the education of SWDs. These suggestions and their practical implications for THEIs are detailed in this study. To the author's knowledge, this study will be the first investigation in discussing the academics perspective on the integration of SWDs in THEIs. The results obtained from this study would therefore contribute towards more future literature in this regard..