Title: ICTs as a co-creative way for effective tourism strategic marketing in Egypt

Authors: Mohammed I. Eraqi

Addresses: Tourism Studies Department, Faculty of Tourism and Hotels, Fayoum University, University Quarter, Post Code: 63514, Fayoum, Egypt

Abstract: Information and communication technologies (ICTs) refer to the computer hardware, software packages, internet and web-based technologies. The aim of this paper is to demonstrate the strategic importance of ICTs as a co-creative approach for the effective tourism strategic marketing. It explains their role in rationalising tourism enterprises management marketing decisions through the efficient use of knowledge and dissemination of information to enhance tourism business sector competitiveness in Egypt. The research objectives were achieved by means of a survey that was distributed among tourism marketing managers. The research methodology depends on Likert-scale of attitude measurement. Results reveal that Egyptian tourism institutions/organisations are in a hybrid stage concerning ICTs developments. Most tourism organisations use ICTs mainly as a communication tool, while few of them have developed websites, and a very small percentage has established a comprehensive ICTs strategy to be presented online.

Keywords: ICT strategies; co-creation; cyberculture; competitiveness; strategic marketing; tourism development; internet; Egypt; information and communications technology; information technology.

DOI: 10.1504/IJTA.2014.065598

International Journal of Tourism Anthropology, 2014 Vol.3 No.4, pp.370 - 393

Received: 15 Apr 2013
Accepted: 16 Mar 2014
Published online: 07 Nov 2014 *

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