The impact of the application of Oriented Marketing Strategy of the Tourism development in Siwa Oasis - Egypt

The study aims to measure the application of an oriented marketing strategy in promoting tourist destinations, specifically applied to the Siwa Oasis. Additionally, the study seeks to identify the advantages and obstacles of oriented marketing. To achieve this, the study relied on a survey method, where a survey form was designed to measure the level of application of oriented marketing among marketing managers and officials in companies and tourism offices that include visiting the oasis within its tourism programs. Several (99) questionnaires were distributed to the study sample through field research and LinkedIn. The data was analyzed using SPSS 21 software. The results of the study showed that oriented marketing is being applied in the marketing of Siwa Oasis. The results also showed that the oriented marketing strategy has many advantages, including that it helps increase market share by meeting the needs and desires of customers. It helps save time wasted in marketing to groups that will not respond to marketing efforts, provides a competitive advantage and ensures that marketing efforts are not wasted, and contributes to defining the market as it helps to know specifically the people that should be dealt with, helps to win a specific market and gain its trust and loyalty, helps the company to identify with its customers, and contributes to increasing profits as a result of weak expenses. The study also showed that there are some obstacles facing the application of oriented marketing, the most important of which are the lack of interest in developing attractive tourism products in the oasis, the lack of interest in analyzing the market and segmenting it into different segments, and the lack of conducting exploratory visits to the oasis through... Workers in the field of tourism and travel agents have a lack of interest in the quality of tourist information materials provided about the oasis and a lack of interest in advertising on social sites. The study also reached a set of recommendations, the most important of which is the need to work on implementing an oriented marketing strategy in markets that did not receive attention during previous periods and the need to work on segmenting foreign tourism markets and directing various tourism programs that suit each target segment, in addition to the need to develop a marketing plan that highlights the most important The tourism components of the oasis, with the inclusion of a visit to Siwa Oasis among the various tourism programs, and the necessity of paying attention to developing Siwa Oasis touristically so that it becomes one of the destinations that depends on the state to increase its market share.