الأنشطة الترويجية للسياحة المصرية المقدمة عبر مواقع التواصل الإجتماعي : دراسة تحليلية مقارنة لمواقع التواصل الاجتماعي الرسمية و غير الرسمية

Abstract EN

The main objective of the research was to try to evaluate the activities, methods and promotional strategies for Egyptian tourism presented through the social media pages of official and unofficial Egyptian tourism institutions during the (Corona) pandemic, in the period from the beginning (July 2020) until the beginning (February 2021), and to monitor the similarities and differences Between the official and unofficial social networking pages in the management of promotional activities during that period.

The study relied on the use of the descriptive survey method and was represented in the comprehensive survey of the pages of the Egyptian tourist social networking sites, the study sample (directed to various categories of tourists about Egyptian tourist destinations) at the beginning From July 2020 until the beginning of February 2021, the number of contents of the sample of the study analyzed was (254), and the content analysis newspaper was relied upon.

The search results showed:
1- The brand strategy came at the forefront of the promotional strategies for promotional activities that the social media pages of the formal and informal tourism sector focused on.

2- (Advertising activities) won the first place as the most promotional activities that the social media pages of the formal and informal tourism sector focused on, while (public relations activities) won the last positions as the least promotional activities that those sites focused on.

3- The (Facebook) pages were at the forefront of the tourism social networking sites used to present promotional activities in the official and non-official tourism sector,
4- (International tourists) came at the forefront of the promotional activities' interests, which focused on the social media pages of the official and non official (private) tourism sector, while (local tourists) came at the forefront of the promotional activities interests that the social media pages of the tourism sector focused on.

Official (business
5- - Results indicated a lack of interest in promotional activities for social media pages of the official and informal tourism sector by providing evidence and messages confirming the availability of health safety measures about Egyptian tourism products
6- The interest in providing evidence and messages confirming the availability of health safety measures around the Egyptian tourism products came at the back of the promotional activities for the pages of social networking sites, the study sample.

7- The pages of the social networking sites of the official tourism sector differed from the pages of the social networking sites of the informal tourism sector in directing promotional activities towards the elements of tourism marketing.

Highlighting the tourism potentials and services available in Egyptian tourist cities and destinations, while the highest percentage of promotional activities for the social networking pages of the informal tourism sector focused on attracting different categories of tourists by highlighting the distinctive prices of their tourism programs
8- The social media pages of the official tourism sector differed from the social media pages of the informal tourism sector in employing promotional methods towards promotional activities, as the highest percentage of promotional activities for social media pages of the official tourism sector focused on attracting various categories of tourists through Employing methods (highlighting tourist destinations – highlighting the good tourist image of the brand of tourist destinations), while the higher percentage of promotional activities for social media pages of the informal tourism sector focused on attracting different categories of tourists by employing methods (highlighting tourism incentives, and the method of focusing on special price