The Effectiveness of Social Media Platforms in preserving and promoting Egyptian Intangible Culture Heritage Destinations: The Case of Siwa Oasis.

Abstract

Recently the social media platforms tools have gained a boundless reputation in the field of marketing generally and the tourism field specifically. Those platforms could represent a powerful and effective way to highlight the Intangible Culture Heritage (ICH) if it can be used appropriately and professionally. Moreover, the ICH needs to be continuously performed and demonstrated efficiently to maintain its existence. Accordingly, this research aims to evaluate the usefulness of social media platforms to preserve and promote the Egyptian ICH. A questionnaire was designed and distributed to both Egyptian and foreign customers to measure the effectiveness of using social media platforms to appraise the value of the Egyptian ICH.