أثر المزيج التسويقي في تطوير الخطط التسويقية بالفنادق لجذب السياحة الداخلية

Abstract EN

The research aims to determine the effect of marketing mix on the development of hotel marketing plans to attract domestic tourism.

The field research was conducted using a questionnaire to interview the marketing and sales managers in four and five star hotels in four cities in Egypt, namely Cairo, Sharm el-Sheikh, Luxor and Aswan, The results of the study showed the importance of formulating the marketing mix to the development of marketing plans to attract domestic tourism.

Therefore, a framework for the formulation of a marketing plan in hotels has been developed.

A SWOT analysis was also carried out for a sample of the hotels to develop an operational marketing plan for domestic tourism.

The study recommends hotels to formulate marketing plans to meet the needs and desires of all segments of the domestic tourism market, especially those with special needs, to allocate part of the budget of the hotel to support domestic tourism programs in the seasons and holidays.

Also recommends to spread tourism awareness among different segments of society and provide the necessary support and facilities to attract domestic tourism.