The Influence of Deceptive Tactics of Marketing on Marketing Ambidexterity: Case Study of the Egyptian Airlines

Document Type : Original Article

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Tourism Studies Department, Faculty of Tourism and Hotels, University of Sadat City

10.21608/mfth.2025.422911

Abstract

This study examines the influence of deceptive marketing tactics on marketing ambidexterity within the airline industry. As competition intensifies, some airlines may resort to misleading advertising, hidden fees, or exaggerated claims to attract customers, making it essential to understand the implications of such practices on marketing capabilities. The research adopts a quantitative approach, surveying airline employees to assess the relationship between deceptive marketing and key dimensions of marketing ambidexterity: opportunity exploration, opportunity exploitation, and marketing flexibility. The findings reveal that deceptive marketing significantly enhances opportunity exploration and exploitation, enabling airlines to test new markets and optimize existing ones. However, no significant relationship is found between deceptive marketing and marketing flexibility, suggesting that deceptive strategies may hinder adaptability in dynamic market conditions. This study contributes to the literature by providing empirical evidence on the role of deception in shaping airline marketing strategies and offers insights into balancing competitive advantage with ethical considerations.

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