Effect of Applying Blue Ocean Strategy on Marketing Performance in the Egyptian Travel Agents

Document Type : Original Article



The research aims to; examine the effect of applying the Blue Ocean Strategy on the marketing performance measurement dimensions in the Egyptian travel agents. The quantitative – qualitative approaches were incorporated in this research. Data was collected from the managers and executives in marketing and tour operating departments in 60 Egyptian travel agents in Cairo through using a questionnaire form. Personal Interviews were conducted to help these agents better understanding this new strategy.  The obtained data for this study, was presented in tables comprising of mean, standard deviation, and Friedman's test,  while the hypotheses was tested using, simple liner regression and ANOVA analysis at a significance level of 5% with the aid of statistical package for social sciences (SPSS version 22). The findings revealed that Blue Ocean Strategy has a positive significant effect on marketing performance dimensions in the Egyptian travel agent. Blue Ocean Strategy is considered a quite dynamic process as it affects market shares, customer satisfaction, customer loyalty and innovation. The research was finally concluded by raising recommendations for improvement the BOS implications in the Egyptian travel agents, in order to increase its marketing performance.


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