Authors : Hatem Tawfik Anany, Sherifa Fouad Sherif and Alia Abdel Hamid Aaref
Abstract: The current study deals with the dimensions of the integrated promotional mix (advertising, public relations, sales promotion, personal selling, direct marketing, special events) for Egyptian case. The study explores the impact of improvement on the perceptual image of the provided tourist services. The case study was chosen. The Egyptian case is applied to the tourism sector from 2014-2017. The program of SPSS is used for the statistical analysis. The analysis of correlation coefficient is adopted to study the relationship between the independent variable and the dependent one. The sample was 400 items of tourists (Arabs, Egyptians and Foreigners). The available random sample is used. It is non-probability sample. There is a positive relationship between the good use of the integrated promotional mix (advertising, sales promotion, personal selling, direct marketing, special events) and improving the perceptual image of the tourist services. There is no relationship between the public relations component and the perceptual image of Egypt as a tourist destination.
Hatem Tawfik Anany, Sherifa Fouad Sherif and Alia Abdel Hamid Aaref, 2018. The Relationship Between the Dimensions of the Integrated Promotional Mix and the Improvement of Perceptual Image of Touristic Services: The Egyptian Case. The Social Sciences, 13: 1142-1144.