Evaluating the Egyptian Official online channels for branding Egypt as a tourism destination

Document Type : Original Research Articles



Websites, social media, and tourism mobile applications are now considered important online channels for promoting destinations' brand. The study employed content analysis technique to analyze the official Egyptian Tourism Website, social media tools and the mobile application linked to the website. The study used three analysis models to evaluate the features and the interactivity of the Egyptian online channels. Results show a strong need to develop the interactivity of the Egyptian website and its mobile application. The study demonstrated the need for more integrated social media tools to brand Egypt online as a tourism destination.


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