Evaluating the role of television drama in enhancing the mental image of Egyptian tourism among Arab tourists

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Assistant Professor, Higher Institute of Tourism, Hotels and Computer Science - Seyouf - Alexandria

Abstract

Television drama plays a vital role in all societies due to its great role in influencing different segments of society. Many Egyptian films and television series have been filmed in tourist areas, as tourism is the locomotive of economic development for Egypt due to the tourism components that Egypt enjoys. This study aims to evaluate the role of television drama in enhancing the positive image of Egyptian tourism among Arab tourists. The field study relied on the descriptive analytical approach by designing and distributing questionnaire forms to a sample of (70) individuals from Arab tourists who stayed at Concorde El Salam hotels in Sharm El Sheikh by applying a questionnaire form. The research results indicated that the dramatic works and their content about tourist destinations contributed to influencing Arab tourists' travel to Egyptian tourist destinations, as well as spreading tourism awareness by providing various information about Egyptian tourist destinations and their advantages that attract tourists' attention. The study recommends the necessity of focusing television drama on showing all tourist attractions in all dramatic works during filming to work on attracting more tourists by promoting Egyptian tourist destinations.

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