دور التسويق الريادي في تحسين الأداء المالي في شركات السياحة المصرية

الملخص EN

The current research aims to clarify the role of entrepreneurial marketing in improving financial performance, given the importance of these two dimensions, which are the main pillar in any productive organization in order to be able to provide services that satisfy the needs of the customer and satisfy his desires, so the research was adopted in its theoretical and field framework after entrepreneurial marketing as a major variable Explaining the effect of its dimensions (creativity and innovation, managing risk, seizing marketing opportunities, emphasizing customer satisfaction) on financial performance as a dependent variable, and setting a hypothetical scheme for research that reflects the nature of the correlation and impact between entrepreneurial marketing on the one hand and improving performance Mali on the other hand, and it resulted in some of the main hypotheses that were tested using the statistical program (SPSS) through the data collected from a questionnaire for managers Tourism companies and a questionnaire for tourism experts, and the research reached a set of conclusions, the most important of which are: There is a significant relationship of influence and significance for entrepreneurial marketing with its variables in improving financial performance.