Improving Souvenir Sales in Tourism: A Case Study of Khan El-Khalili Market

Abstract

Khan El-Khalili market-famous across the Middle East-features in most tours of Cairo. Art and commerce combined together providing unique souvenir-buying experiences. Falling visitor numbers have threatened sustainability. This paper considers how the market's sustainability might be enhanced. Data collection involved: observation/ interviews with shop owner-managers; two surveys: first of 300 tourists (Europeans 89.4%; Americans 7.7%; other countries (e.g. Japan/China) 2.9%); second of 110 shop assistants/vendors. Positive aspects: friendly interaction with tourists; the vendors-most spoke several languages. Negative aspects: some aggressive vendors; constant harassment of tourists; poor signage. The paper recommends communication/presentation skills training to help vendors deal with tourists appropriately.