Tourism is being transformed all around the world as a result of digital marketing. It is causing a paradigm change in marketing strategy, changing the tourism sector structure, and creating a slew of new possibilities and threats. Digital marketing has enhanced customer loyalty and his intention to purchase. The study aimed to answer the following question: Does customer loyalty enhance the impact of digital marketing in airlines on purchase intention? To achieve the aim of the study; The researchers developed a questionnaire and distributed it to a random sample of airline customers. Of the 642 forms distributed electronically, only 562 were valid for analysis. The results of the study revealed that applying digital marketing in airlines directly affects both customer loyalty and purchase intention. Also, the loyalty of customers to airlines positively affects the intent to purchase. Finally, the results of the study highlighted that customer loyalty plays a moderator role in increasing the impact of applying digital marketing in airlines on the purchase intention of customers. The study recommended that airlines should continue to expand the adoption of modern marketing strategies that rely on artificial intelligence techniques because of their significant and clear role in increasing customer loyalty, as well as their intention to purchase.

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The research aims to identify the dimensions of the tourism identity and determine the relative importance of its dimensions, determine the role of marketing innovation in raising tourism awareness, and try to frame the steps for implementing marketing innovation strategies in the tourism and travel industry. To achieve these objectives, a standard questionnaire was adopted, adjusted, and used. To meet the study objectives. The number of received questionnaires was 360, from the employees of tourism companies class A, hotel workers, restaurants, and tourism bazaars in the Greater Cairo area. The results of the research indicated that the name of the tourist establishments often expresses our tourism identity, with a degree of acceptance of (4.41), which confirms the role of tourism marketing strategies in supporting and rooting the visual identity of the Egyptian tourism destination, and that the host community and workers in the tourism industry seek to help others with pleasure. And without hesitation, with an acceptable degree of (4.03), which confirms the rooting of the social identity of the Egyptian tourist destination. According to these results, the research came up with some recommendations and suggestions like that: Directing the tourism promotion and the Egyptian media towards what distinguishes the Egyptian people from ancient civilizations, customs, and traditions, and focusing on tourism exhibitions and their portrayal of the Egyptian social, cultural and architectural identity.