Exploring the Usage of Digital Content Marketing in Hotels and Travel Agencies in Egypt

Abstract

Tourism establishments should provide the content that can answer all consumers‟ queries in very attractive and reative ways. The main purpose of this study is to explore the usage of digital content marketing in both hotels and travel gencies in Egypt as a mean of presenting its tourism services to consumers. The questionnaire was used as a mean of ollecting data from sample of which included of marketing managers at (138) four and five-star hotels and (121) ravel agencies located in Sharm El Sheikh, Hurghada and Cairo cities, as vital areas where the big presence of four and ive-star hotels and travel agencies class A (Egypt hotels guide, 2016). Two questionnaires were designed; first one as sed for the marketing managers of hotels and other one for marketing managers of travel agencies. Each uestionnaire was divided into a group of key variables that were measured on a five-dimensional Likert scale to determine he attitude of respondents about the study variables. The validity and reliability of study tools were practically easured by presenting them to a group of industry experts and statistical experts, as well as they statistically measured y using Cronbach's Alpha coefficient, Cochran's formula was used to determine optimal sample size based on ilot tudy results. The results indicated that both travel agencies and hotels in Egypt have a high degree of awareness of digital content The overall assessment of using digital content marketing (DCM) in travel agencies and hotels was a successful and more effective marketing strategy. The findings showed that there was a statistically significant correlation between each pair in study dimensions. There were significant differences between travel agencies and hotels in dimensions of “awareness”, the benefits, challenges and the common ools of digital content marketing. This study presented some useful recommendations for he hotels and travel agencies in Egypt to activate and benefit from advantages of digital content marketing in offering tourism and hotel services.