Egypt's competitiveness: Empirical examination of the relationship between destination attributes, tourist satisfaction, and behavioral intentions among the hotel guests

Abstract

Purpose - The main objective of this study is to use the destination competitiveness model to examine guest satisfaction regarding the different attributes of Egypt within the scope of North African tourist destinations. Design - Both qualitative and quantitative methods were used for data collection in the research. Methodology/approach - The current study applied a self-administered questionnaire targeting visitors of Sharm El Sheikh- 4 and 5 star hotels, which included eight constructs designed to measure tourists' satisfaction with different competitiveness attributes of Egypt as a tourist destination. Data was collected through a convenience sample of 243 tourists who visited at least two Egyptian tourist destinations. Findings - Results of the study revealed that the physiography and climate of Egypt were perceived to be the most important satisfying attributes. In addition, the availability of a diverse range of activities during tourists' visit was perceived as the least satisfying attribute. The findings also highlight the importance of Egypt's historical, cultural, and natural attractions towards the positive satisfaction of visitors, the relationship between the country's core and supporting attributes, the low affectivity of Egypt's touristic brand, the global media's overreaction to safety and security issues in Egypt, and Sharm El Sheikh's image as a destination of good value. Finally, tourists overall satisfaction was found to be positively predicting both tourists' re-purchase and intention to recommend Egypt to other tourists. Originality of the research - With not enough previous research attempting to discern the effect of Egypt's destination attributes on tourists satisfaction, this work behaves as a gateway for a large range of future research concerning Egypt's competitiveness.