E-marketing as a competitive advantage in touristic resorts

Abstract EN

The main objective of this study is to recognize the E-marketing and its impact on enhancing the competitive advantage in five star resorts in Sharm El Sheikh City.

Hence the importance of this research stems from the resorts need of a competitive advantage to strengthen its competitive status.

So, the resorts management must give the competitive advantage a distinctive attention particularly in terms of resort services.

This research will help resorts to access to the means that able them to create competitive advantages and determine strength and weakness points, and then broaden its market share and lead to the internationalization of these Resort.

A questionnaire form was developed to collect the required data for this study.

A total of 480 forms were randomly distributed to a sample of resort guests; only 421 forms (87.7% ) were valid for analysis.

The majority of the surveyed guests showed interest in designs guestrooms and various means of comfort provided by resorts; they prefer resorts that offer fair prices and ensure quality standard of service.

In general, they use travel agents and the internet for searching and booking the Resort.

Therefore, the marketing managers of the five-star resorts should be interested in improving and developing E-marketing methods to achieve the aspirations of customers and achieve their satisfaction and help the resorts to increase their market share and enhance their competitiveness locally and globally.