The impact of the employee behavior in improving the mental image of tourism destination and hospitality services : an applied study on Hurghada

الملخص EN

The aim of the present study is to examine the impact of employee behavior in improving the mental image of tourism destinations and hospitality services.

It is an important topic that needs a convergence of views among academic lecturers and hospitality experts.

The questionnaire is the method used to collect the required data.

For this purpose, a sample of 30 five and four stars hotels, moreover 20 tourism companies in Hurghada was chosen to ask their guests to complete them.

The research focuses on the destination of Hurghada because most of the guests visit.

The field study accomplished through a survey by personal visits, phone calls, social media networks, and emails.

The study was conducted from October 2019 to March 2020.

510 questionnaire forms were received only 425 completed forms were valid (83.3% response rate).

The collected data were analyzed using SPSS version 20.

The study concluded with a set of theoretical and practical conclusions that identified the response of the employee behavior and its importance in improving the mental image of tourism destination and hospitality services in the mind of guests.