Enhancing the competitive advantage for tourist souvenirs in Egypt: a marketing approach
Abstract:
Purpose: The main aim of this research is to study the relationship between innovative marketing - in its various dimensions (innovation in product, innovation in price, innovation in promotion, innovation in distribution) - and enhancing the competitive advantage of tourist souvenirs in Egypt.
Research methodology: The study adopted the descriptive-analytical approach for accurate and detailed descriptions of the study’s subject quantitatively and qualitatively and analyzed data available on this subject. The field study included surveying a random sample of tourists who frequented the souvenirs and handicrafts stores in various tourist cities in Egypt.
Results: There is a statistically significant effect of innovative marketing in enhancing tourist souvenirs’ competitive advantage in Egypt. Overall findings highlighted that all the hypotheses were accepted.
Limitations: The repercussions of the COVID-19 virus crisis reduced the scope of the study to only tourists in South Sinai and Red sea Governorates; whereas, tourist souvenirs stores were allowed to operate in accordance with the precautionary measures in only three main governorates: the Red Sea, South Sinai, and Marsa Matrouh, in addition to some gift shops in major hotels.
Contribution: The study findings provide guidelines for practitioners within the tourist souvenirs and handicrafts sector to undertake the results and adapt them to assess and enhance their performance. Thus, they could improve their competitiveness.
Keywords: Tourist souvenirs, Innovative marketing, Competitive advantage
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Alsamydai, M., Alnawas, I., & Yousif, R. (2010). The impact of marketing innovation on
creating a sustainable competitive advantage: the case of private commercial banks in Jordan. Asian Journal of Marketing, 4, 113-130.
Awwad, A., Khattab, A., & Anchor, J. (2013). Competitive Priorities and competitive
advantage in Jordanian manufacturing, Journal of Service Science and Management, 6(1), 69-79. doi: 10.4236/jssm.2013.61008.
Cascio, R., (2011), Marketing innovation and firm performance: research model, research
hypothesesm and managerial implications (Doctoral dissertation, College of Business Administration, University of Central Florida, Orlando, Florida). Retrieved from: http://etd.fcla.edu/CF/CFE0003956/Cascio_Robert_P_201108_PhD.pdf
Cegliński, P. (2017). The concept of competitive advantages. logic, sources and
durability. Journal of Positive Management, 7(3), 57-70.
Dawood, N., & Bahaa, R. (2019). The Role of souvenirs and handicrafts in achieving
tourists’ satisfaction applied on Luxor city, Research Journal of the Faculty of Tourism and Hotels ,Mansoura University, 6(6), 65-106.
Dirisu, J., Iyiola, O., and Ibidunni, O. (2013). Product differentiation: a tool of competitive
advantage and optimal organizational performance (a study of Unilever Nigeria Plc), European Scientific Journal, ESJ, 9(34).
Dumbrovska , V., and Fialova,D. (2019). The city of one hundred souvenir shops:
Authenticity of souvenirs in Prague, Journal of Tourism and Cultural Change, 18(3)
El Samadicy, A., and Amara, D. (2011). Tourists’ souvenir buying behavior and retailers’
consciousness of Egypt visitors souvenir buying profile. Advances in Hospitality and Tourism Marketing and Management AHTMM conference, Istanbul, Turkey . Retrieved from : https://ahtmm.emu.edu.tr/Documents/previous-conferences/2011-part3.pdf
Gahring, S., Niemeyer, S., Reilly, R., & Stout, J. (1992). Marketing crafts and other products to tourists. North Central regional extension publication, Cooperative Extension Service.
Haddad, S., & Algadeer, H. (2004). An empirical investigation on the impact of innovation
within organizations on marketing innovation, Jordan Journal of Applied Science, 7, 77-95
Heroux, L., & Gultek, M. (2016), Antique shops’ marketing strategies in rural tourism
destinations: a comparative exploratory study in the U.S. and Canada, Journal of Tourism and Hospitality Management, 4(2).
Hinterhuber, A., & Liozu, S. M. (2014). Is innovation in pricing your next source of
competitive advantage?. Business Horizons, 57(3), 413–423. doi:10.1016/j.bushor.2014.01.002
Hosseini, A., 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), 1-12
Ibrahim, J., Hilaly, H., & Morsy, N. (2018). The role of brand authenticity as a part of
contemporary marketing in Egyptian destination marketing. Journal of The Faculty of Tourism and Hotels, Alexandria university, 15(1), 29-42
Ilic, D., Ostojic, S., & Damnjanovic, N. (2014). The importance of marketing innovation in
new economy. Singidunum Journal of Applied Sciences, 11(1), 34-42
Ionescu, A., & Dumitru, N. (2015). The role of innovation in creating the company’s
competitive advantage, EcoForum, 4(1), 99.
Jitpaiboon, T. (2014). The study of competitive priorities and information technology
selection: exploring buyer and supplier performance, Journal of International Technology and Information Management, 23(3), Article 6.
Available at: http://scholarworks.lib.csusb.edu/jitim/vol23/iss3/6
Krajewsky, L., Malhotra, M., & Ritzman, L. (2012). Operations management: processes and
supply chains. 10th Edition , Pearson Education Limited , Harlow, England
Kuswantoro, F., Mohd, R. M., Abdul, R., & Ghorbani, H. (2012). Impact of distribution
channel innovation on the performance of Small and Medium Enterprises. International Business Management, 5, 52-61.
Mahasuar, K. (2019). 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.
Marzouki, S. H. (2020). Studying the vital role of souvenirs industry as an essential
component of tourist experience: a case study of the United Arab Emirates (UAE). Journal of Tourism, Hospitality and Sports, 46, 24-33
Mburu, P. (2016). relationship between innovation strategies and competitive advantage
in the logistics firms in Mombasa County, Kenya. Unpublished Master Thesis, University of Nairobi.
Retrieved from http://erepository.uonbi.ac.ke/handle/11295/98589
Quporsi, T. (2010). The role of marketing creativity and innovation in achieving
competitive advantage for banks. International Business Management, 4(2), 53-56.
Radwan, W., & Jones, C. (2015). Improving souvenir sales in tourism: a case study of
Khan El-Khalili Market, International Academic Journal of the Faculty of Tourism and Hotel Management, 1(1), 201-222
Reguia, C. (2014). Product innovation and the competitive advantage. European Scientific
Journal, ESJ, 10(10). Retrieved from: https://doi.org/10.19044/esj.2014.v10n10p%p
Sattari, B., & Mehrabi, J. (2016), Model of marketing innovative strategies in international
entrepreneurship: a global business environment. Asian Social Science, Canadian Center of Science and Education, 12(10) 76-91
Singh, M. (2018). Understanding souvenir as an essential instrument for guiding tourists: A
Conceptual framework. Journal of Tourism Intelligence and Smartness, 1(2), 75-87
Souvenir. (n.d.). In Macmillan dictionary. Macmillan Education Limited. Retrieved March
, 2021, from: https://www.macmillandictionary.com/dictionary/british/souvenir
Swanson, K. (2004). Tourists’ and retailers’ perceptions of souvenirs. Journal of Vacation
Marketing, 10(4), 363-377
Urbancova, H. (2013. Competitive advantage achievement through innovation and
Knowledge. Journal of Competitiveness, 5, 82-96.
Wicks, B. (2004). Direct marketing of crafts and souvenirs to Vladimir Visitors. A Project
undertaken by the Department of Recreation, Sport and Tourism, University of Illinois
Wilkins, H. (2010). Souvenirs: what and why we buy. Journal of Travel Research, 50(3),
-247
Yoshyuki, I. (2010). Marketing strategy for souvenirs in Kyoto: a feasibility study of Blue
Ocean Strategy in Tourism, Journal of Ritsumeikan Social Sciences and Humanities, 2, 127
Zulaikha, E., & Bereton, M. (2011). Innovation strategies for developing the traditional
souvenir craft industry, In Cowled, C J L (Ed.) Proceedings of the first international conference on engineering, designing and developing the built environment for sustainable wellbeing. Queensland University of Technology, Australia, pp. 53-58.
- Alsamydai, M., Alnawas, I., & Yousif, R. (2010). The impact of marketing innovation on
- creating a sustainable competitive advantage: the case of private commercial banks in Jordan. Asian Journal of Marketing, 4, 113-130.
- Awwad, A., Khattab, A., & Anchor, J. (2013). Competitive Priorities and competitive
- advantage in Jordanian manufacturing, Journal of Service Science and Management, 6(1), 69-79. doi: 10.4236/jssm.2013.61008.
- Cascio, R., (2011), Marketing innovation and firm performance: research model, research
- hypothesesm and managerial implications (Doctoral dissertation, College of Business Administration, University of Central Florida, Orlando, Florida). Retrieved from: http://etd.fcla.edu/CF/CFE0003956/Cascio_Robert_P_201108_PhD.pdf
- Cegli?ski, P. (2017). The concept of competitive advantages. logic, sources and
- durability. Journal of Positive Management, 7(3), 57-70.
- Dawood, N., & Bahaa, R. (2019). The Role of souvenirs and handicrafts in achieving
- tourists’ satisfaction applied on Luxor city, Research Journal of the Faculty of Tourism and Hotels ,Mansoura University, 6(6), 65-106.
- Dirisu, J., Iyiola, O., and Ibidunni, O. (2013). Product differentiation: a tool of competitive
- advantage and optimal organizational performance (a study of Unilever Nigeria Plc), European Scientific Journal, ESJ, 9(34).
- Dumbrovska , V., and Fialova,D. (2019). The city of one hundred souvenir shops:
- Authenticity of souvenirs in Prague, Journal of Tourism and Cultural Change, 18(3)
- El Samadicy, A., and Amara, D. (2011). Tourists’ souvenir buying behavior and retailers’
- consciousness of Egypt visitors souvenir buying profile. Advances in Hospitality and Tourism Marketing and Management AHTMM conference, Istanbul, Turkey . Retrieved from : https://ahtmm.emu.edu.tr/Documents/previous-conferences/2011-part3.pdf
- Gahring, S., Niemeyer, S., Reilly, R., & Stout, J. (1992). Marketing crafts and other products to tourists. North Central regional extension publication, Cooperative Extension Service.
- Haddad, S., & Algadeer, H. (2004). An empirical investigation on the impact of innovation
- within organizations on marketing innovation, Jordan Journal of Applied Science, 7, 77-95
- Heroux, L., & Gultek, M. (2016), Antique shops’ marketing strategies in rural tourism
- destinations: a comparative exploratory study in the U.S. and Canada, Journal of Tourism and Hospitality Management, 4(2).
- Hinterhuber, A., & Liozu, S. M. (2014). Is innovation in pricing your next source of
- competitive advantage?. Business Horizons, 57(3), 413–423. doi:10.1016/j.bushor.2014.01.002
- Hosseini, A., 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), 1-12
- Ibrahim, J., Hilaly, H., & Morsy, N. (2018). The role of brand authenticity as a part of
- contemporary marketing in Egyptian destination marketing. Journal of The Faculty of Tourism and Hotels, Alexandria university, 15(1), 29-42
- Ilic, D., Ostojic, S., & Damnjanovic, N. (2014). The importance of marketing innovation in
- new economy. Singidunum Journal of Applied Sciences, 11(1), 34-42
- Ionescu, A., & Dumitru, N. (2015). The role of innovation in creating the company’s
- competitive advantage, EcoForum, 4(1), 99.
- Jitpaiboon, T. (2014). The study of competitive priorities and information technology
- selection: exploring buyer and supplier performance, Journal of International Technology and Information Management, 23(3), Article 6.
- Available at: http://scholarworks.lib.csusb.edu/jitim/vol23/iss3/6
- Krajewsky, L., Malhotra, M., & Ritzman, L. (2012). Operations management: processes and
- supply chains. 10th Edition , Pearson Education Limited , Harlow, England
- Kuswantoro, F., Mohd, R. M., Abdul, R., & Ghorbani, H. (2012). Impact of distribution
- channel innovation on the performance of Small and Medium Enterprises. International Business Management, 5, 52-61.
- Mahasuar, K. (2019). 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.
- Marzouki, S. H. (2020). Studying the vital role of souvenirs industry as an essential
- component of tourist experience: a case study of the United Arab Emirates (UAE). Journal of Tourism, Hospitality and Sports, 46, 24-33
- Mburu, P. (2016). relationship between innovation strategies and competitive advantage
- in the logistics firms in Mombasa County, Kenya. Unpublished Master Thesis, University of Nairobi.
- Retrieved from http://erepository.uonbi.ac.ke/handle/11295/98589
- Quporsi, T. (2010). The role of marketing creativity and innovation in achieving
- competitive advantage for banks. International Business Management, 4(2), 53-56.
- Radwan, W., & Jones, C. (2015). Improving souvenir sales in tourism: a case study of
- Khan El-Khalili Market, International Academic Journal of the Faculty of Tourism and Hotel Management, 1(1), 201-222
- Reguia, C. (2014). Product innovation and the competitive advantage. European Scientific
- Journal, ESJ, 10(10). Retrieved from: https://doi.org/10.19044/esj.2014.v10n10p%p
- Sattari, B., & Mehrabi, J. (2016), Model of marketing innovative strategies in international
- entrepreneurship: a global business environment. Asian Social Science, Canadian Center of Science and Education, 12(10) 76-91
- Singh, M. (2018). Understanding souvenir as an essential instrument for guiding tourists: A
- Conceptual framework. Journal of Tourism Intelligence and Smartness, 1(2), 75-87
- Souvenir. (n.d.). In Macmillan dictionary. Macmillan Education Limited. Retrieved March
- 21, 2021, from: https://www.macmillandictionary.com/dictionary/british/souvenir
- Swanson, K. (2004). Tourists’ and retailers’ perceptions of souvenirs. Journal of Vacation
- Marketing, 10(4), 363-377
- Urbancova, H. (2013. Competitive advantage achievement through innovation and
- Knowledge. Journal of Competitiveness, 5, 82-96.
- Wicks, B. (2004). Direct marketing of crafts and souvenirs to Vladimir Visitors. A Project
- undertaken by the Department of Recreation, Sport and Tourism, University of Illinois
- Wilkins, H. (2010). Souvenirs: what and why we buy. Journal of Travel Research, 50(3),
- 239-247
- Yoshyuki, I. (2010). Marketing strategy for souvenirs in Kyoto: a feasibility study of Blue
- Ocean Strategy in Tourism, Journal of Ritsumeikan Social Sciences and Humanities, 2, 127
- Zulaikha, E., & Bereton, M. (2011). Innovation strategies for developing the traditional
- souvenir craft industry, In Cowled, C J L (Ed.) Proceedings of the first international conference on engineering, designing and developing the built environment for sustainable wellbeing. Queensland University of Technology, Australia, pp. 53-58.
