The Impact of Innovative Marketing on Achieving the Competitive Advantage of the Egyptian Tourist Destination

Document Type : Original Article

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Faculty of Tourism and Hotels, University of Sadat City

Abstract

The strong competition in global markets has forced tourism destinations to find means to achieve competitive advantage; as the only way to ensure their survival. Innovative marketing is thus an important strategic approach that contributes to building and achieving Egypt's Tourism Competitiveness. It is also a strategic option ensuring that Egypt faces various potential disturbances in its environment. Thus, the creation of an innovative and integrated marketing mix and innovative marketing activities contributes to a more effective competitive destination, and creates added value for customers to increase their satisfaction and loyalty. The aim of the study was to explore the impact of innovative marketing on a competitive advantage for the Egyptian tourist destination. The results of the study showed that innovative marketing with its components (service innovation, price, promotion, supply and distribution, human resources, physical environment) has a significant and effective role in achieving dimensions of competitive advantage through increasing the quality, visibility and responsiveness of destination services.

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