TY  - JOUR
T1  - The Relationship Between the Dimensions of the Integrated
Promotional Mix and the Improvement of Perceptual Image of
Touristic Services: The Egyptian Case
AU - Tawfik Anany, Hatem AU - Fouad Sherif, Sherifa AU - Abdel Hamid Aaref, Alia 
JO  - The Social Sciences
VL  - 13
IS  - 6
SP  - 1142
EP  - 1144
PY  - 2018
DA  - 2001/08/19
SN  - 1818-5800
DO  - sscience.2018.1142.1144
UR  - https://makhillpublications.co/view-article.php?doi=sscience.2018.1142.1144
KW  - Promotional mix
KW  -advertising
KW  -special events
KW  -tourism
KW  -public relations
KW  -perceptual image
AB  - 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.
ER  -