How Tourism Cultural Events Influence Multicultural Competence, Tourism Destination Image, and Visit Intentions: Evidence From the Pharaohs' Golden Parade-Reference-Cited by-同舟云学术

How Tourism Cultural Events Influence Multicultural Competence, Tourism Destination Image, and Visit Intentions: Evidence From the Pharaohs' Golden Parade

Published:2024-09 Issue:5 Volume:26 Page:
ISSN:1099-2340
Container-title:International Journal of Tourism Research
language:en
Short-container-title:Journal of Tourism Research

Author:

Salem Islam Elbayoumi¹²^ORCID,El‐Said Osman Ahmed²³,El Gamil Rehab⁴⁵,Afifi Mohamed Fawzi⁶,Attallah Nashwa Fouad⁵

Affiliation:

1. Department of Economics and Business Administration, College of Economics and Business Administration University of Technology and Applied Sciences Salalah Oman

2. Hotel Management Department, Faculty of Tourism and Hotels Alexandria University Alexandria Egypt

3. Department of Logistics, Tourism, and Service Management, Faculty of Business and Economics German University of Technology in Oman (GUtech) Muscat Oman

4. Gastronomy and Culinary Arts Department, Faculty of Applied Sciences Istanbul Gelisim University Istanbul Turkey

5. Tourism Studies Department, Faculty of Tourism and Hotels Alexandria University Alexandria Egypt

6. Hotel Management Department, Faculty of Tourism and Hotels University of Sadat City Sadat Egypt

Abstract

ABSTRACTThis study explores the impact of tourism cultural events on fostering multicultural competence and their effects on tourism destinations. Data were collected from viewers of the Pharaohs' Golden Parade broadcast on the Egyptian Tourism Promotion Authority's “Experience Egypt” YouTube channel. The data were analyzed using an inductive research approach, uncovering four distinctive themes: multicultural competence precursors, cultural tourism events' unique cultural and social elements, multicultural competence, and destination outcomes. Based on the study findings, a framework was proposed to depict the envisaged relationships between the four main themes. Practically, the study provides insights for destination marketing organizations on how viewers' impressions of cultural events on social media and official homepages could shape a destination's image and influence travel and word‐of‐mouth intentions.

Publisher

Wiley

Link

https://onlinelibrary.wiley.com/doi/pdf/10.1002/jtr.2740

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