دور الابتکار التسویقی فی تأصیل الهویة السیاحیة المصریة

Abstract

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.