The impact of pink marketing on women's purchasing decisions at destinations and hotels: applying on Egyptian domestic tourism

Abstract EN

Pink marketing is one of the new marketing trends that emerged in the twenty-first century, and it refers to women and any marketing activities aimed at them.

this study aimed to determine the impact of pink marketing mix dimensions on women's purchasing decisions for destinations and hotels of Egyptian domestic tourism.

to achieve the objectives of the study, a quantitative approach was applied.

the targeted population of this study was the Egyptian tourist women in Hurghada, Sharm el Sheikh and Alexandria, as vital areas for domestic tourism in Egypt during the period: from July to September 2021.

both online and offline questionnaires were used to collect the primary data for this study.

a total of 960 questionnaires were collected from the sample of the study.

the findings indicated that pink marketing mix has a major positive impact on women's purchasing decisions in the choice of destinations and hotels in the Egyptian domestic tourism.

moreover the most positive dimensions in relation to the impact on women's purchasing decisions were respectively as pink promotion, pink price.

moreover, there are significant strong positive relationships between all dimensions of pink marketing mix (product, price, place and promotion) and women's purchasing decisions.

according to demographic data, there are variances in women's purchasing decisions (age categories, education level, job status).

this study presented some useful recommendations that are valuable for both travel agencies and hotels in Egypt, because of the vital importance of pink marketing and its impact on women's tourism and hotel purchase decisions.