Role of Tourism Advertising Campaigns in Improving Destination Image

https://doi.org/10.35912/joste.v3i2.1223
Published: Oct 19, 2022

Abstract:

Purpose: The current paper aims to study the role of tourism advertising campaigns in improving the destination image and to propose a framework for improving the effectiveness of these campaigns.

Research Methodology: This study is a qualitative study and it relied on distributing a questionnaire to a random sample of specialists about advertising campaigns in the tourism sector at the Egyptian Ministry of Tourism.

Results: There is a statistically significant effect of advertising campaigns in improving the destination image by defining the type of tourist image and how it can be converted from negative to positive by following the latest and appropriate advertising means to diversify that image.

Limitations: The field study data was collected from January to April 2022, in which 135 questionnaires were distributed, and 110 usable answers were received, with a response rate of 81%.

Contributions: The study provides instructions for workers in the field of advertising campaigns to follow modern methods when preparing advertising campaigns that increase tourist movement and create a good tourist image.

Keywords:
1. Advertising Campaigns
2. Destination Image
3. Tourism
Authors:
1 . Ghada Abdallah Mohamed
Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt
2 . Hebatullah Atef Alakhras
Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt
3 . Rasha Ahmed Khalil
Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt
4 . Mohamed Ali Mohamed
Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt
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How to Cite
Mohamed, G. A., Alakhras, H. A., Khalil, R. A., & Mohamed, M. A. (2022). Role of Tourism Advertising Campaigns in Improving Destination Image. Journal of Sustainable Tourism and Entrepreneurship, 3(2), 75–88. https://doi.org/10.35912/joste.v3i2.1223
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Issue & Section
Vol. 3 No. 2 (2021): December
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Asli, A., & William, C. (2007). Destination image and its functional relationships. Journal of travel Research, 45(4), 413–425

    Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism management, 40, 382-393.

    Ferreira Lopes, S. D. (2011). Destination image: Origins, Developments and Implications PASOS. Revista de Turismo y Patrimonio Cultural, vol. 9, núm. 2, abril, 2011, pp. 305-315 Universidad de La Laguna El Sauzal (Tenerife), España. PASOS. Revista de Turismo y Patrimonio Cultural, 9(2), 305-315.

    Hamid, N. A., & Hilal. (2018). The role of brand authenticity as a part of contemporary marketing in Egyptian destination marketing, 15(15-Issue 2), 29-42.

    Hosseini, A. S., Soltani, S., & Mehdizadeh, M. (2018). Competitive advantage and its impact on new product development strategy (Case study: Toos Nirro technical firm). Journal of Open Innovation: Technology, Market, and Complexity, 4(2), 17.

    Jorgensen, L. G., & Boilerehauge, D. (2004). An analysis of a destination’s image and the language of tourism. Cand. Ling. Merc.(ii) Thesis Department of English.

    Mahasuar, K. (2018). Strategic innovations in distribution channels–an emerging market perspective and case studies from consumer packaged goods (CPG) industry of India. Strategic Direction, 35(1), 13-16.

    Mohamed, G. A., & Farahat, E. R. H. (2019). Enterprise Resource Planning system and its impact on tourism companies' operational performance. Journal of Sustainable Tourism and Entrepreneurship, 1(1), 69-85.

    Perpiña Blanch, L. (2018). Destination image and risk perception: an integrative perspective.

    Prakoso, A. A., Pradipto, E., Roychansyah, M. S., & Nugraha, B. S. (2020). Community-based tourism: concepts, opportunities and challenges. Journal of Sustainable Tourism and Entrepreneurship, 2(2), 95-107.

    Reynolds, T. J., & Phillips, J. M. (2019). The strata model predicting advertising effectiveness: A neural-network approach enhances predictability of consumer decision making. Journal of Advertising Research, 59(3), 268-280.

    Smeral, E. (2010). Impacts of the world recession and economic crisis on tourism: Forecasts and potential risks. Journal of Travel research, 49(1), 31-38.

    Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Travel research, 45(4), 413-425.

    Tourism, F. o. C. o. (2022). Statistical Report On The Tourism Movement In Egypt During (2010-2021).

    Tourism, M. o. (2021). Advertising Campaigns For The Egyptian Tourist Destination.

    Tran, M. A., Nguyen, B., Melewar, T., & Bodoh, J. (2015). Exploring the corporate image formation process. Qualitative Market Research: An International Journal.

    Vitrianto, P. N., Nuryanti, W., & Rahmi, D. H. (2021). Dynamics of Tourism Development in Geosite, Gunungsewu Geopark. Journal of Sustainable Tourism and Entrepreneurship, 2(4), 213-232.

    Wijethunga, W., & Warnakulasooriya, B. (2014). Destination image perception of international tourists: the case of Sri Lanka as a tourist destination.

    Yang, C. L., & Nair, V. (2014). Risk perception study in tourism: Are we really measuring perceived risk? Procedia-Social and Behavioral Sciences, 144, 322-327.

    Yuliari, G., & Riyadi, B. (2019). Bundling as strategy of tourist attraction based on natural and cultural tourism in the ex-Surakarta residency. Journal of Sustainable Tourism and Entrepreneurship, 1(1), 1-12.

  1. Asli, A., & William, C. (2007). Destination image and its functional relationships. Journal of travel Research, 45(4), 413–425
  2. Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism management, 40, 382-393.
  3. Ferreira Lopes, S. D. (2011). Destination image: Origins, Developments and Implications PASOS. Revista de Turismo y Patrimonio Cultural, vol. 9, núm. 2, abril, 2011, pp. 305-315 Universidad de La Laguna El Sauzal (Tenerife), España. PASOS. Revista de Turismo y Patrimonio Cultural, 9(2), 305-315.
  4. Hamid, N. A., & Hilal. (2018). The role of brand authenticity as a part of contemporary marketing in Egyptian destination marketing, 15(15-Issue 2), 29-42.
  5. Hosseini, A. S., Soltani, S., & Mehdizadeh, M. (2018). Competitive advantage and its impact on new product development strategy (Case study: Toos Nirro technical firm). Journal of Open Innovation: Technology, Market, and Complexity, 4(2), 17.
  6. Jorgensen, L. G., & Boilerehauge, D. (2004). An analysis of a destination’s image and the language of tourism. Cand. Ling. Merc.(ii) Thesis Department of English.
  7. Mahasuar, K. (2018). Strategic innovations in distribution channels–an emerging market perspective and case studies from consumer packaged goods (CPG) industry of India. Strategic Direction, 35(1), 13-16.
  8. Mohamed, G. A., & Farahat, E. R. H. (2019). Enterprise Resource Planning system and its impact on tourism companies' operational performance. Journal of Sustainable Tourism and Entrepreneurship, 1(1), 69-85.
  9. Perpiña Blanch, L. (2018). Destination image and risk perception: an integrative perspective.
  10. Prakoso, A. A., Pradipto, E., Roychansyah, M. S., & Nugraha, B. S. (2020). Community-based tourism: concepts, opportunities and challenges. Journal of Sustainable Tourism and Entrepreneurship, 2(2), 95-107.
  11. Reynolds, T. J., & Phillips, J. M. (2019). The strata model predicting advertising effectiveness: A neural-network approach enhances predictability of consumer decision making. Journal of Advertising Research, 59(3), 268-280.
  12. Smeral, E. (2010). Impacts of the world recession and economic crisis on tourism: Forecasts and potential risks. Journal of Travel research, 49(1), 31-38.
  13. Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Travel research, 45(4), 413-425.
  14. Tourism, F. o. C. o. (2022). Statistical Report On The Tourism Movement In Egypt During (2010-2021).
  15. Tourism, M. o. (2021). Advertising Campaigns For The Egyptian Tourist Destination.
  16. Tran, M. A., Nguyen, B., Melewar, T., & Bodoh, J. (2015). Exploring the corporate image formation process. Qualitative Market Research: An International Journal.
  17. Vitrianto, P. N., Nuryanti, W., & Rahmi, D. H. (2021). Dynamics of Tourism Development in Geosite, Gunungsewu Geopark. Journal of Sustainable Tourism and Entrepreneurship, 2(4), 213-232.
  18. Wijethunga, W., & Warnakulasooriya, B. (2014). Destination image perception of international tourists: the case of Sri Lanka as a tourist destination.
  19. Yang, C. L., & Nair, V. (2014). Risk perception study in tourism: Are we really measuring perceived risk? Procedia-Social and Behavioral Sciences, 144, 322-327.
  20. Yuliari, G., & Riyadi, B. (2019). Bundling as strategy of tourist attraction based on natural and cultural tourism in the ex-Surakarta residency. Journal of Sustainable Tourism and Entrepreneurship, 1(1), 1-12.