واقع المزيج التسويقى بقطاع الفنادق بمحافظة أسوان و أثره على سلوك المستهلك المصرى للخدمات الفندقية : دراسة ميدانية

الملخص EN

This research aims to identify the reality of the marketing mix in the hotel sector in Aswan Governorate in its various dimensions, including the variables represented in the product, pricing, promotion and distribution as an independent variable and its impact on the behavior of the Egyptian consumer of hotel services in the hotels under study as a dependent variable.

The descriptive analytical method was relied on, and the questionnaire represented the main tool to reach the results.

The study population consists of all Egyptian clients in the hotel sector in Aswan Governorate.

The researcher chose to conduct the study the Movenpick, Basma, Marhaba, Sarah and Tiba hotels in Aswan Governorate and the study sample which was selected in a stratified random manner consisted of (382) individuals.

The sample size was determined according to the sample size tables with a confidence factor of 95% and an error of 5% .

The data was analyzed and processed using the statistical packages program (SPSS).

The study reached a set of results, the most important of which was that the variables of marketing mix in the hotel sector in Aswan Governorate which are represented in product, pricing, promotion and distribution affect the behavior of the Egyptian consumer of hotel services.

In addition to the shortcomings of the organizations under study regarding the development of services provided to customers, especially in hotels rated three stars or less, in addition to the neglect of the organizations under study adopting some social activities from the reality of their social responsibility which had a negative impact on consumer behavior.

Among the recommendations the most important of which is the need to follow a product policy that is keen to develop the services provided to customers and perform the service in a distinctive manner, the need to intensify reliance on modern promotion mechanisms in accordance with modern variables and to pay attention to the social responsibility of the organization towards society to build a good mental image of customers and positively influence the behavior of consumers.