أثر التسويق الريادي في الأداء التسويقي لشركات السياحة المصرية

الملخص EN

The study aimed to assess the impact of the Egyptian travel agencies' application of entrepreneurial marketing and its five dimensions on the marketing performance of these agencies.

The sample of the study was represented by managers of travel agencies – category (A) - and their employees in Cairo, where 481 questionnaires were distributed to a random sample of them.

In analyzing data, the study relied on 388 questionnaires valid for analysis.

The study concluded that the application of entrepreneurial marketing in travel agencies has a significant and positive impact on their marketing performance.

The results also showed that the effect of creating value for customers on marketing performance is the strongest, followed by the effect of customer focus, then risk management, then creativity, and finally the effect of seizing marketing opportunities.