Local Events’ Marketing Mix Effect on Visit Intentions: Destination Image as a Mediator

Authors

DOI:

https://doi.org/10.29036/jots.v15i28.663

Abstract

Events have become increasingly significant in marketing and branding strategies. This study aims to examine the impact of local events on the destination marketing mix. It tests the effect of local events on destination image which in turn impacts visit intention and facilitates tourism recovery post-crises. To quantitatively explore the effect of local events, data were collected with an e-survey from three developing countries: the United Arab Emirates (535), Egypt (613), and Jordan (370). Using structural equation modelling, findings extended our knowledge about the positive role of local events on tourism destinations’ marketing, developing destination image, and fostering tourism recovery. The study provides managerial implications for enhancing marketing and promotion strategies. It presents useful insights for marketers and event planners on the positive effect of local events on tourism destinations' images, revisits intentions, and its subsequent effect on tourism recovery. Unlike previous studies, this study focuses on the impact of events on destination marketing mix and its effect on destination image, visitation intention, and tourism recovery.

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Author Biographies

Mohamed Abou-Shouk, College of Arts, University of Al Dhaid, Sharjah, UAE and Faculty of Tourism and Hotels, Fayoum University, Egypt

Mohamed A. Abou-Shouk, PhD.

ORCID ID: https://orcid.org/0000-0002-5438-3268

College of Arts, History and Islamic Civilization Dep., Tourism Guidance Program, University of Sharjah, Sharjah, UAE, https://www.sharjah.ac.ae/en/academics/Colleges/ahss/dept/hic/Pages/ppl_detail.aspx?mcid=26

Email: maboushouk@sharjah.ac.ae

Mohamed holds a PhD in Tourism and Hospitality from Plymouth University, UK. He is currently an Associate Professor at the College of Arts, Humanities, and Social Sciences, University of Sharjah, UAE. His research interests are technology adoption behaviour in tourism and hospitality SMEs, e-tourism, e-commerce and e-marketing in tourism and hospitality, entrepreneurship in tourism and hospitality, and structural equation modelling-based quantitative research in tourism. His work has been published in a range of reputable journals including Tourism Management, the International Journal of Tourism Research, the Journal of Travel and Tourism Marketing, and the Journal of Hospitality and Tourism Technology and other journals.

Maryam T. Mannaa, Synergy University Dubai, UAE; Faculty of Tourism and Hotels, Alexandria University, Egypt

Maryam T. Mannaa, PhD.

ORCID ID: https://orcid.org/0000-0003-2278-6596

Synergy University Dubai, United Arab Emirates

Tourism Studies Dep.,  Faculty of Tourism and Hotels, Alexandria University, Alexandria, Egypt,

Email: maryoum1000@gmail.com

Maryam earned her PhD in Tourism Studies and presently serves as an Associate Professor at Synergy University Dubai, United Arab Emirates. Her research focuses on Halal tourism, customer behaviour in the tourism industry, and tourism marketing. Her work has been published in esteemed journals such as Current Issues in Tourism, the International Journal of Heritage, Tourism, and Hospitality, as well as other academic publications. Additionally, Maryam's research findings have been presented at numerous international conferences focusing on tourism, culture, and business.

Nagwa Zouair, College of Arts, Sciences and Information Technology, University of Khorfakkan, UAE and Faculty of Tourism and Hotels, Fayoum University, Egypt

Nagwa Zouair, PhD.

ORCID ID: https://orcid.org/0000-0002-2830-2452

History and Islamic Civilization Dep., Tourism Guidance Program, University of Khorfakkan, Sharjah, UAE,

https://www.ukf.ac.ae/en/Academics/ASIT/Pages/PDetails.aspx?Proid=33

Email: nagwa.zouair@ukf.ac.ae

Nagwa holds a PhD in Language, History, and Civilizations of the Ancient World from Université Lumière Lyon II, France. She is currently an associate professor at the College of Arts, Science and Information Technology, University of Khorfakkan, UAE. Her research interests are quality assurance, entrepreneurship, tourism guidance, heritage management, and the history of the ancient world. Her work has been published in the Journal of Vacation Marketing, Journal of Ancient Egyptian Interconnections, International Journal of Tourism Research, and Etudes Alexandrine.

Nidal Alzboun, School of Arts, University of Jordan, Jordan; College of Arts, Humanities, and Social Sciences, University of Sharjah, UAE

Nidal Alzboun, PhD.

ORCID ID: https://orcid.org/0000-0002-0428-064X

History and Islamic Civilization Dep., Tourism Guidance Program, University of Sharjah, Sharjah, UAE,

https://www.sharjah.ac.ae/en/academics/Colleges/ahss/Pages/ppl_detail.aspx?mcid=34&clt=en

Email: nal-zboun@sharjah.ac.ae

Nidal holds a PhD in tourism management from the USA.  He is currently an Associate Professor at the College of Arts, Humanities, and Social Sciences, University of Sharjah, UAE. His research interests include destination image, sustainable tourism, smart tourism, hospitality management, tourism planning, tourism economics, event management, cultural tourism, and tourism guidance. His work has been published in a range of reputable journals, including the Journal of Services Marketing, the Journal of Hospitality and Tourism Management, and the International Journal of Hospitality & Tourism Administration.

Marwa Abdel-Jalil, Faculty of Tourism and Hotels, Fayoum University, Egypt

Marwa M. Abdel-Jalil, PhD.

ORCID ID: https://orcid.org/0000-0003-2166-153X

Tourism Studies Dep., Faculty of Tourism and Hotels, Fayoum University, Fayoum, Egypt, https://www.fayoum.edu.eg/Tour/TourismStudies/DrMarwaA.aspx

Email: mam32@fayoum.edu.eg

Marwa holds a PhD in Tourism and Hospitality from Fayoum University, Egypt. She is currently a lecturer at the Department of Tourism Studies, Faculty of Tourism and Hotels, Fayoum University, Egypt. Her research interests are entrepreneurship in tourism and hospitality, tourism investment, management of small and medium-sized enterprises, human resource development, and business management. His work has been published in a range of reputable journals.

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Published

2024-06-14

How to Cite

Abou-Shouk, M., Mannaa, M. T., Zouair, N., Alzboun, N., & Abdel-Jalil, M. (2024). Local Events’ Marketing Mix Effect on Visit Intentions: Destination Image as a Mediator. Journal of Tourism and Services, 15(28), 188–209. https://doi.org/10.29036/jots.v15i28.663

Issue

Vol. 15 No. 28 (2024): Journal of Tourism and Services

Section

Scientific Papers

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