International Journal of Hospitality and Tourism Systems

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Ecolodges Promotion in Egypt:Assessing the Status Quo


Affiliations
1 Hotel Studies Department, Faculty of Tourism and Hotels, Fayoum University, Fayoum City, Egypt
     

   Subscribe/Renew Journal


Egypt has different ecotourism sites, but, it not being branded as ecotourism destination due to lack of promotional efforts to disseminate the ecotourism attractions and ecolodges in Egypt to international tourists. Therefore, the aim of this paper is to identify the current state of ecolodges promotion in Tunis village. A qualitative research approach was adopted in this research to analyse the promotion of the ecolodges in Tunis village in Fayoum governorate. Population of this research consists of all ecolodge in Tunis village (n=12). Total survey method has been chosen to represent the defined population. In this research qualitative data collection methods was included semi-structured interviews with ecolodge managers (n=12) and sales and marketing managers (n=7). The data have been analyzed by descriptive statistics instruments such as frequency distribution and diagrams. The hypotheses have also been tested one by one by the T-test and SPSS software version 24. The results showed that the ecolodges didn’t have marketing or promotional plan, which considered the most problem facing the ecolodges in Tunis village. The finding found that advertisements and personal selling are the most important promotional tools should be used by ecolodges. The results revealed that the importance of ecolodges promotion including; maximizing economic benefits, raising the standard of living of the local community. It also indicated that ecolodges are very important and a great opportunity to promote tourism in their destination. The results of the current research indicated that major challenge facing ecolodges promotion in Tunis village was; poor clarity of the concept of ecolodges for local community, There is no marketing and sales department in many ecolodges, lack of clear plans for the promotion of ecolodges, exclude of ecolodges in the promotion plans, and tourism companies do not include ecolodges in their tourism programs. The current research contributes to theory through added to the growing literature of ecolodges promotion through its review of the pervious academic research, generation of new ideas and interpretation of rich data collected from the different sources.

Keywords

Ecotourism, Ecolodges, Promotion Tools, Promotion Challenges, Tunis Village.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Abdel-Maksoud, K., & Hussein, M. (2016). Geotourism in Egypt and its economic and culture impact. Arabian Journal of Earth Sciences, 3(1), 1-13.

  • Amara, D. F. (2013). Tourism as a tool of development: The case study of Siwa Oasis-Egypt western desert. Diaz P. Tourism Today: Tourism as a Tool for Development, 45-57.

  • Ansari, S. (2011). The effect of sales promotion on consumer interest to purchase in IKCO automotive company. Journal of Knowledge Management, Economics and Information Technology, 4, 1-17.

  • Ashraf, M. G., Rizwan, M., & Iqbal, A. (2014). The promotional tools and situational factors’ impact on consumer buying behaviour and sales promotion. Journal of Public Administration and Governance, 4(2).

  • Ban, J., & Ramsaran, R. R. (2017). An exploratory examination of service quality attributes in the ecotourism industry. Journal of Travel & Tourism Marketing, 34(1), 132-148.

  • Barmelgy, H. M., & Samy, K. M. (2005). To eco-wise or to sustain-wise, development and tourism in coastal areas. INTA 2005 International Conference at Sharm El-Sheikh, Egypt.

  • Buckley, R. (2009). Ecotourism: Principles and practices. London: CABI.

  • Ceballos-Lascurain, H. (2008). Ecotourism and ecolodge development in the 21st century. In Erdem, B. (Ed.) A New Trend in the Hotel Industry: Ecolodges, Ecotourism and Conversation in the Americas: Ecotourism Series, No. 7. pp. 193-203.

  • Cho, S., Wood, R. H., Jang, S., & Erdem, M. (2006). Measuring the impact of human research management practices on hospitality firm’s performances. Hospitality Management, 25, 262 -277.

  • Chon, K. S. (2012). The growth strategies of hotel chains: Best business practices by leading companies. London, UK: Routledge.

  • Danilova, O., Zablotovska, N., & Pashaniuk, I. (2017). Eco-marketing tendencies of hotel industry development - Component of the European integration process in Ukraine. The USV Annals of Economics and Public Administration, 17(1), 72-78.

  • Didin, S., & Köroğlu, Ç. (2008). The competitiveness of accommodation firms with regard to sales-costs and their future expectations, Zonguldak Karaelmas University. Journal of Social Sciences, 4(7), 111-120.

  • El Anssary, A. (2016). Interior design for the ecolodge: Utilizing design tools in eco-tourism. Paper Published in 4th the International Conferences of Faculty of Art Applied, Helwan University, 28-29 February, Egypt.

  • Elkaftanguia, M., Elnokaly, A., Awadc, Y., & Elseragy, A. (2015). Demystifying cultural and ecotourism in the vernacular architecture of Siwa Oasis, Egypt. Thai Society of Higher Education Institutes on Environment, 17-19 June 2015, Bangkok, Thailand.

  • Enz, C. A. (2009). Hospitality strategic management: Concepts and cases. New York, NY: John Wiley and Sons.

  • Eraqi, M., (2007). Ecotourism resources management as a way for sustainable tourism development in Egypt. Tourism Analysis, 12, 39-49.

  • Erdem, B., & Tetik, N. (2013). A new trend in the hotel industry: Ecolodges. Studia UBB Geographia, 58(1), 85-92.

  • Familmaleki, M., Aghighi, A., & Hamidi, K. (2015). Analyzing the influence of sales promotion on customer purchasing behavior. International Journal of Economics & Management Sciences, 4(4), 1-6.

  • Fons, M. V. S., Fierro, J. A. M., & Patiño, M. G. (2011). Rural tourism: A sustainable alternative. Applied Energy, 88(2), 551-557.

  • Gunter, U. (2016). How Can an Eco Lodge Become a Sustainable and Successful Business Model: Environmental, Social, and Economic Perspectives, Master of Science in International Tourism Management, Modul Vienna University, Austria.

  • Ibrahim, O. E. (2008). Pharaonic, Graeco-Roman, and Coptic Archaeological Sites in the Fayoum involved in Ecotourism Programmes, Doctor of Philosophy, Faculty of Tourism and Hotels, Fayoum University, Fayoum.

  • Jin-Woo, P., Yu-Jin, C., & Woo-Choon, M. (2013). Investigating the effects of sales promotions on customer behavioral intentions at duty-free shops: An Incheon international airport case study. Journal of Airline and Airport Management, 3, 18-30.

  • Kang, J., LaMore, R., Snyder, J. D., & Schweitzer, J. (2010). Innovative development and strategic promotion of ecotourism in Northeast Michigan. Retrieved from http://ced.msu.edu/upload/reports/Ecotourism%20 Co-Learning%20Report%20Final%20revised.pdf (Accessed 1/10/2017).

  • Khalifa, M., & El-Khateeb, S. (2001). Fayoum Oasis between problems and potentials: Towards enhancing ecotourism in Egypt. Paper published in 4th/sup> International Congress on Environmental Planning and Management, 10-13 December, 2011, Egypt.

  • Kiper, T. (2013). Role of Ecotourism in Sustainable Development (chapter 31). Namık Kemal University, Faculty of Fine Arts, Design and Architect, Department of Landscape Architecture, Turkey. Retrieved from http://cdn.intechopen.com/pdfs/45414/InTechRole_of_ecotourism_in_sustainable_development.pdf (accessed 5/11/2017).

  • Kotler, P., & Armstrong, G. (2004). Principles of marketing (10th ed.). United States, Pearson Education Inc.

  • Kotler, P., & Keller, K. (2006). Marketing management (12th ed.). NY: Prentice-Hall.

  • Lai, P.-H., & Shafer, S. (2005). Marketing ecotourism through the Internet: An evaluation of selected ecolodges in Latin America and the Caribbean. Journal of Ecotourism. 4(3), 143-160.

  • Le Baron, A. E. (2017). Point of Pines Ecolodge: Promoting Educational Awareness and Resource Management through Energy, Food and Water Conservation in North Central Minnesota NDSU Repository.

  • Mackoy, R. D., & Osland, G. E. (2004). Lodge selection and satisfaction: Attributes valued by ecotourists, The Journal of Tourism Studies, 15(2), 13-25.

  • McCarthy, J., & Perreault, J. (2004). Basic marketing (5th ed.). Burr Ridge, IL: Irwin.

  • Mehta, H. (2007). Towards an internationally recognized ecolodge certification. In Black, R. and Crabtree, A. (Eds.). Ecotourism Series, Number 5: Quality Assurance and Certification in Exploring Branding Opportunities for the Ecolodge Market.

  • Mic, M., (2017). Exploring branding opportunities for the ecolodge market (Master’s thesis). University of Waterloo.

  • Mic, M., & Eagles, P. F. (2018). Cooperative branding for mid-range ecolodges: Costa Rica case study. Journal of Outdoor Recreation and Tourism, 25, 113-121.

  • Millar, M., & Sammons, G. (2006). A content analysis of Costa Rican ecolodge websites. Hospitality Management, Paper 11.

  • Miller, C. C. (2017). Challenges and potentials of ecotourism as a form of conservation and sustainable development on Zapatera island, Nicaragua. Retrieved from https://stud.epsilon.slu.se/10096/1/miller_c_c_170406.pdf Mualla, N. (2006). The origins of marketing (2nd ed.). Jordan: Wael Foundation for printing.

  • Morakabati, Y. (2011). Deterrents to tourism development in Iran. International Journal of Tourism Research, 13(2), 103-123.

  • Moscardo, G., Morrison, A. M., & Pearce, P. L. (1996). Specialist accommodation and ecologically-sustainable tourism. Journal of Sustainable Tourism, 4, 29-52.

  • Nour, M. I., Almahirah, M. S., Said, S. M., & Freihat, S. (2014). The impact of promotional mix elements on consumers purchasing decisions. International Business and Management, 8(2), 143-151.

  • Pereira, L., & Almeida, P. (2014). Marketing and promotion in the hotel industry: A case study in family hotel and hotel group. Tourism and Hospitality International Journal, 2(1), 92-105.

  • Peršić, M., Janković, S., & Valšić, D. (2008). Eco-Hotels - Philosophy of the 21st Century. University of Economics in Bratislava.

  • Ramzy, Y. H. (2013). Sustainable tourism development in AlFayoum Oasis, Egypt. WIT Transactions on Ecology and the Environment, 175, 161-173.

  • Rowely, J. (1998). Promotion and marketing communications in the information. Library Review, 47, 383-387.

  • TIES. (2017). The International Ecotourism Society, What is Ecotourism? Retrieved from http://www.ecotourism.org/ties-overview (Accessed 01/12/2017).

  • Watson, S., Maxwell, G. A., & Farquharson, L. (2007). Line managers’ views on adopting human resource roles: The case of Hilton (UK) hotels. Employee Relations, 29(1), 30-49.

  • WTO. (2007). Tourism Highlights Report, Edition 2007, Online Documents. Retrieved from https://www.e-unwto.org/doi/pdf/10.18111/9789284413539 (Accessed 28/11/ 2017).

  • WTTC. (1995). Travel and tourism: A new economic perspective (Research ed.). London: Pergamon World Travel and Tourism Council: The 1995 WTTC Report.

  • Yang, Z. (2010). The impact of promotional activities on customer purchasing behavior at Tesco Lotus. Master of Business Administration, The Graduate School of Bangkok University.


Abstract Views: 312

PDF Views: 0




  • Ecolodges Promotion in Egypt:Assessing the Status Quo

Abstract Views: 312  |  PDF Views: 0

Authors

Mohamed Omar Ahmed
Hotel Studies Department, Faculty of Tourism and Hotels, Fayoum University, Fayoum City, Egypt
Mohamed Shedied Hassan
Hotel Studies Department, Faculty of Tourism and Hotels, Fayoum University, Fayoum City, Egypt

Abstract


Egypt has different ecotourism sites, but, it not being branded as ecotourism destination due to lack of promotional efforts to disseminate the ecotourism attractions and ecolodges in Egypt to international tourists. Therefore, the aim of this paper is to identify the current state of ecolodges promotion in Tunis village. A qualitative research approach was adopted in this research to analyse the promotion of the ecolodges in Tunis village in Fayoum governorate. Population of this research consists of all ecolodge in Tunis village (n=12). Total survey method has been chosen to represent the defined population. In this research qualitative data collection methods was included semi-structured interviews with ecolodge managers (n=12) and sales and marketing managers (n=7). The data have been analyzed by descriptive statistics instruments such as frequency distribution and diagrams. The hypotheses have also been tested one by one by the T-test and SPSS software version 24. The results showed that the ecolodges didn’t have marketing or promotional plan, which considered the most problem facing the ecolodges in Tunis village. The finding found that advertisements and personal selling are the most important promotional tools should be used by ecolodges. The results revealed that the importance of ecolodges promotion including; maximizing economic benefits, raising the standard of living of the local community. It also indicated that ecolodges are very important and a great opportunity to promote tourism in their destination. The results of the current research indicated that major challenge facing ecolodges promotion in Tunis village was; poor clarity of the concept of ecolodges for local community, There is no marketing and sales department in many ecolodges, lack of clear plans for the promotion of ecolodges, exclude of ecolodges in the promotion plans, and tourism companies do not include ecolodges in their tourism programs. The current research contributes to theory through added to the growing literature of ecolodges promotion through its review of the pervious academic research, generation of new ideas and interpretation of rich data collected from the different sources.

Keywords


Ecotourism, Ecolodges, Promotion Tools, Promotion Challenges, Tunis Village.

References