The Role of Brands in Enhancing the Cultural Identity of the Egyptian Tourist Destination

Document Type : Original Article

Authors

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

Abstract

The study aimed to measure tourists’ awareness of the cultural identity of the Egyptian tourist destination and to identify their attitudes toward branded destinations, as well as to examine the relationship and impact between branding and cultural identity. The study adopted a descriptive-analytical approach, and a questionnaire was designed and distributed to a random sample of 388 tourists visiting Egyptian tourist destinations. Data were analyzed using SPSS V.22.
The results showed a high level of tourists’ awareness of the cultural identity of the Egyptian tourist destination, in addition to the presence of positive attitudes toward branding. The study also revealed a strong positive relationship between branding and awareness of the cultural identity of the Egyptian tourist destination. It was found that attention to destination branding influences the level of tourists’ awareness of the destination’s cultural identity. The results indicated that branding explains 54% of the variance in tourists’ awareness of cultural identity.
The study recommends enhancing attention to destination branding as an approach to strengthening cultural identity, utilizing technology in heritage promotion, diversifying cultural events, and reducing counterfeit products that weaken the image of the tourist destination.

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