مدخل تطبيقي باستخدام فن الكولاج لتعزيز التراث في الإعلان السياحي

Abstract EN

Arab societies face many challenges to root their Cultural Heritage that grants them a distinctive cultural identity, having regard for the heritage inventory of the Arab countries across the different ages which gives each Arab country its own character and identity.

The Arab Republic of Egypt is characterized with many heritage sites represented in the districts of Old Cairo which is replete with heritage sites, that include but are not limited to Muizz Street, which is considered one of the most important historical streets in Old Cairo, as it includes many Antiquities like Bayt Al-Suhaymi, Beshtak Palace, and the Mosque of Sultan Al-Nasir Muhammad Ibn Qalawun.

That makes it a fascinating tourist destination given the fragrance of history that it includes within.

The Research Paper problem lies in how to employ the art of collage to enhance the competitiveness of the tourism advertising to revive the ancient heritage of Egypt to confront the traditional practices in the tourism advertisement, which in turn affects the process of attracting the tourists and the tourist attraction and the Tourism Sector in general.

The Research Paper aims to revive the heritage of ancient Egypt by using the art of collage to enhance the competitiveness of tourism advertising and confront the tourism stagnation under the present conditions, and that contributes positively in the growth of the Tourism Sector in Egypt and contributes in accelerating development.

The research followed the experimental approach through designing several advertising trials for the Egyptian Tourism advertising using the art of collage and submitting to a questionnaire to measure the effect of using the Collage technique as a practical entryway to produce effective tourism advertising ideas.

The research reached several results and the most important among them is that the utilization of the art of Collage to revive the heritage of ancient Egypt reinforces the competitiveness of Tourism advertising.

The demonstration of the ancient Egyptian heritage in a new form far from traditionalism stimulates the Tourist's desire and curiosity to visit the Egyptian touristic sites, and furthermore the ability of Collage art to forming aesthetic dimensions to the touristic poster and accordingly capturing the Tourist's interest.