Marketing mix for the Egyptian tourism market

ABSTRACT 2
INTRODUCTION 5
THE 4P MARKETING MIX FOR THE TOURISM INDUSTRY 7
The essence of marketing goods and services. Basic concepts of
marketing 7
Marketing Mix 4p 8
What is the importance of relying on the Marketing Mix strategy? 20
ANALYSIS OF MARKETING ACTIVITIES IN THE FIELD OF
TOURISM SERVICES IN THE EGYPTIAN MARKET 25
Characteristics of the tourism services market in Egypt 25
Customer Segmentation in the Egyptian Tourism Industry 29
Analysis of the marketing mix for tourism services in the Egyptian
market 33
Comparison of the application of the marketing mix concept between
the main competitors in the tourism services market in the Egyptian market 36
IMPROVING THE MARKETING MIX FOR TOURISM SERVICES IN
THE EGYPTIAN MARKET 42
Improving the marketing mix for tourism services in the Egyptian
market 42
Recommendations for the implementation of the marketing mix for
companies in the travel services market 54
Approaches to development of a promotion program 58
Approaches to evaluating the effectiveness of marketing projects 60
CONCLUSION 65
REFERENCES 66
APPLICATION А Statistics of the most important tourist countries
in Africa 2023 70
APPLICATION B Statistical ranking of the most tourist countries in the world 71

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Tourism plays a prominent role in the economies of many countries of the world,
as it is considered an important source of national income, and there are many countries
that have been able to achieve high growth rates of tourism output, which is reflected
in its impact on achieving balance in the balance of payments, and overcoming some
of the economic and social problems that These countries face it. Tourism is closely
linked to economic development, as it represents one of the sources of invisible trade
and an essential element of economic activity in different countries. Therefore, global
and international organizations such as the International Bank for Reconstruction and
Development and UNESCO have taken an interest in tourism as an important factor in
bringing together between the different cultures of the peoples of the world, and there
is a special organization for tourism, which is the World Tourism Organization.
The tourism sector is considered one of the important economic sectors in Egypt,
which played a prominent role in improving foreign exchange earnings, whether in
exports or in the balance of payments. From oil and natural gas, tourism revenues
amounted to about 901 million dollars in 1985, rose to about 2800 million dollars in
1995, and continued to rise to reach about 11757 million dollars in 2010, but with the
revolution of the twenty-fifth of January 2011, and as a result As for the security events
that occurred after that, those revenues decreased to less than $5,340 million in 2016.
The tourism sector benefited from the decline in security concerns and the weak value
of the Egyptian pound after the liberalization of the exchange rate in late 2016.
While the number of tourists coming to Egypt by the end of 2017 exceeded 8.3
million tourists who spent their holidays in Egyptian tourist cities, according to the
indicators announced by the Central Agency for Public Mobilization and Statistics,
with an increase of 44% compared to 2016, when the volume of tourism revenues
reached approximately $7.2 billion. And it continued to rise, as the number of tourists
coming to the country jumped by 47.5 percent to 9.8 million tourists in 2018, and this
rise continued, as Egypt achieved the highest tourism revenues in its history during the year 2019, exceeding $13.03 billion, and it was visited during this year by 13.1 million
tourists. While the number of tourists coming to Egypt during the first half of the year
2022 reached about 4.9 million, compared to 2.6 million tourists during the first half
of 2021, with an increase of 85.4%.
Object of study: Application of the concept of marketing 4Ps (Product, Price, Place,
and Promotion) for the Egyptian tourism market.
Subject of study: the effectiveness of the 4Ps framework in promoting and selling
tourism products in Egypt.
Goal of the diploma: to analyze and evaluate the effectiveness of using the 4Ps
framework in promoting and selling tourism products in Egypt, identify opportunities
to increase tourism revenue, and contribute to the growth of the tourism industry in
Egypt.
Objectives of the diploma are following.
Introduction: provide an overview of the research topic, research questions and
hypotheses.
Literature review: conduct a comprehensive review of the literature on marketing
4Ps and their application to the tourism industry globally and in Egypt.
Methodology: develop a research design and methodology for conducting research
on the Egyptian tourism market, including data collection methods, sampling strategy,
data analysis, and ethical considerations.
Results: present and analyze the results of the research, including insights into
consumer behavior, market trends, and the competitive landscape in Egypt.
Discussion: discuss the implications of the research findings and evaluate the
effectiveness of the 4Ps framework in promoting and selling tourism products in Egypt.
Conclusion: summarize the main findings and provide recommendations for future
research and business strategies.
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