الهوية البصرية و أثرها في الكلمة المنطوقة الإلكترونية كوسيلة للترويج السياحي لمدينة شرم الشيخ

الملخص EN

This study aims to explore the effect of visual Identity on the positive E-WOM as a tool of tourism promotion (applied on Sharm El-Sheikh).

data was obtained from surveying 500 tourists in Sharm El-Sheikh.

a totals of 420 responses were obtained with a response rate of 84 %.

the results indicate that visual identity application in Sharm El-Sheikh has an positive effect in E-WOM, attracting a lot of tourists and improving the tourism image of the city.

the study also recommended the need of showing the Egyptian identity through tourism advertisement, which represents one of the leading sources of Egyptian national income.

in addition to, the need of paying attention to E-WOM as one of the elements of the promotional mix which is extremely important in promoting tourism by improving the image as a tourist destination.