The impact of guerrilla marketing on tourism destination image

الملخص EN

Guerrilla marketing focuses on reaching the target audience in an original and surprising way with low cost- or even no-cost and therefore maximizing return on investment rate.

The prime objective of this research is to investigate the impact of guerilla marketing on tourism destination image.

To achieve this objective, 450 questionnaires were distributed on a random sample of managers and employees who are responsible for marketing in the Egyptian travel agents, while 396 questionnaires were found usable for analysis.

The results showed that guerilla marketing has a strong and significant impact on the tourism destination image.