The Role of Social Media as a Marketing Weapon for Blockchain Usage in the Egyptian Tourism Industry

Ahmed, Salwa Serag; Hammoud, Prof. Dr. Ghada; Ibrahim, Prof. Dr. Hebatallah Sobhy

doi:10.21608/ijtah.2023.208292.1086

The Role of Social Media as a Marketing Weapon for Blockchain Usage in the Egyptian Tourism Industry

Document Type : Research Articles

Authors

¹ Tourism Studies, Faculty of Tourism and Hotels, Beni-Suef University

² Dean, Professor of Tourism Management, Faculty of Tourism and Hotels, Beni-suef University

³ Vice Dean for Postgraduate Studies, Professor of Tourism Guidance, Faculty of Tourism and Hotels, Beni-suef University

10.21608/ijtah.2023.208292.1086

Abstract

The aim of this study is to investigate the role of social media as a marketing tool for blockchain usage in Egyptian tourism industry. The study relied on the quantitative approach, where a questionnaire was used as a tool for data collection and 500 questionnaires were distributed to international tourists and only 352 questionnaires were retrieved and valid for statistical analysis with a response rate was 75 percent. The SPSS version 24 was used analysis in addition to using WarpPLs version 7 to discover the mediating role of some study variables. The study concluded that social media is an important and influential marketing tool in the behavioral intention of tourists towards the usage of blockchain technology in the tourism industry through some intermediate variables such as attitude, subjective norms and perceived behavioral control. The study recommended the necessity of relying on social media as a marketing tool for the applications of modern technology in the tourism industry in Egypt and activating its role by publishing advertisements, pictures and videos on various social media platforms that include the marketing information about blockchain technology, how to use it and its advantages.

Keywords