Strategic marketing planning and tourism business sector in Egypt

Abstract EN

This research endeavors to introduce the concept of strategic marketing planning as an important method for improving the efficient use of tourism resources that are available to tourism business sector.

It also tries to explore the attitudes of tourism business managers in Egypt towards the importance of tourism strategic marketing and explain how they understand and implement it.

The research population is represented in all tourism marketing managers who have at least two-year experience in the field of tourism marketing.

To achieve the research objectives, data has been collected through 132 questionnaires distributed among tourism marketing managers, and that represent a sample size of about 12 percent of the total population.

Also secondary data has been used together with reviewing some literatures in the field of tourism strategic marketing and tourism economics.

The questionnaire used an agree-disagree Likert scale and focused on the following dimensions; tourism strategic marketing justifications, tourism strategic marketing determinants, and how tourism marketing managers understand and implement the concept of tourism strategic marketing.

Results proved that the tourism business sector managers have positive attitudes towards the importance of tourism strategic marketing as a way to improve their companies' operating efficiency.

However, there is still a degree of misunderstanding to the concept of tourism strategic marketing and most of them are dealing with it as a tool or a policy to implement tourism marketing functional objectives.