How to Apply the Suitable Strategic Marketing during the Political and Security Crisis in the Egyptian Hospitality Industry

Mohamed Mahmoud Eissa

Abstract


Marketing of services can be challenging but at the same time interesting. How to market a product in a way that it awakens people’s interest and make them think, “I want to have that”? , Especially since people are more aware of their needs and wants and they will not settle for less. The hospitality industry is experiencing numerous challenges as a result of some political and security crisis; it has particularly strong impact and negative consequences in Egypt; also affected on the number of international tourist arrivals with dwindling occupancy rates; so that hospitality and tourism sector can be the driving force behind Egypt’s economic recovery. Tourists are more likely to be price sensitive and change their buying patterns during periods of political and security hardship. Most of the political and security crisis affected of Egyptian hotels' sector where uncertainty and doubts in the markets caused a decrease in tourist arrivals which resulted in a reduction in occupancy rates for its hotels. This study attempts to investigate the marketing mix strategies used by the hotel industry in these turbulent times to reduce decreasing occupancy rates. A survey was undertaken among 65 marketing executives of the 15 hotels in Greater Cairo. The survey enabled to probe into the marketing mix strategies used by hotels during the Political and Security crisis. Simple percentage, mean, T-test and ANOVA were used for data analysis. The information gathered was analyzed using descriptive statistics and recommendations were suggested.


Keywords


Bandeng; Resep; Strategic Marketing; Political Crisis; Marketing Mix; Hospitality Industry.

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