أثر الهوية التنافسية على ولاء العملاء للمنطقة: دراسة ميدانية على منطقة غرب سهيل السياحية بمدينة أسوان

Abstract EN

The research aimed to identify the impact of the place branding on the loyalty of customers to the West Sohail (Gharb Sohail village) tourist region, as well as to identify the impact of the demographic factors of customers on their perception of the place branding of the West Sohail (Gharb Sohail village) tourist region and thus their loyalty to the region.

from Egyptians or foreigners, whether for the purpose of a one-day visit or a hotel stay for days, a questionnaire was made in Arabic and another in English, and the questionnaire was distributed on paper, and a QR code was made and placed in the reception area of the Nubian houses in the West Sohail (Gharb Sohail village) tourist region.

the survey was conducted in the months of February, march and April 2022, which is the period that includes the winter holidays for Egyptians and Easter holiday for foreigners, and a number of 367 correct responses were obtained from the respondents, and the results of the research showed that there is a significant effect the place branding of the region on the loyalty of customers to the West Sohail (Gharb Sohail village) tourist region, whether attitudinal or behavioral loyalty, as well as the presence of a significant effect of all the variables of the place branding of the region on work loyalty there are no moral differences between customers in their perception of the impact of the competitive identity of the region on their loyalty to the region on the basis of gender, number of times to visit the region or on the basis of the age group and finally on the basis of the client's profession, and based on according to the results of the research, a number of recommendations were made.