الفهرس 
Chapter one : IntroductionOnly 14 pages are availabe for public view
 |  | from | 174 |  |  |
| | | from | 174 | | |
Abstract
Objective of the study The main objective of this study is to study E-marketing and its impact in reinforcing and enhancing the competitive advantage for the touristic resorts. The main objective is followed by sub-objectives as following below: 1. Highlighting the E-marketing techniques, tools and channels used by Resorts in Sharm El Sheikh. 2. Recognizing the advantages and disadvantages of applying the E-marketing techniques to the Resorts. 3. Identifying which booking kind that guests use and trust in searching for Resorts. 4. Identifying the concept of a competitive advantage to reach the global market. 5. Providing the superior suggestions on how to use E-marketing in hospitality industry. The general framework of the study: The study consists of five basic chapters divided as follows: Chapter One: (Introduction) This chapter contains a general introduction to the topic of study, the study problem, the study hypotheses, the purpose of the study, the importance of the study, the research methodology, the study limits. Chapter Two: (Review of Literature) This chapter deals with the review of previous studies and research on the subject of the study, where a number of Arab and foreign references were reviewed that addressed the basic dimensions. This chapter included an overview of E-marketing, its different definitions, importance, features, e-marketing communication channels, hospitality marketing, tourist resort definition, e-marketing dimensions, social media marketing, e-marketing challenges, feature definition Competitiveness, its importance, the objectives of creating a competitive advantage, its characteristics, its components, its types, the reasons for developing competitive advantages, its development portals, the rules that govern it, and the factors of building a successful competitive advantage. Chapter Three: Methodology This chapter contains the study community, sample size, research methods and statistical methods used. The survey forms for customers, marketing and sales managers and their assistants were distributed in a number of five-star Resorts (sample representative). This sample was selected from the five most vulnerable and the largest size resorts, and 15 resorts were selected. A total of 480 forms were distributed to a random sample of guests already in those resorts, of which 421 were valid for statistical analysis (87.7%), and a total of 60 forms were distributed to the directors and assistants of marketing and sales managers for those resorts, including 42 forms Statistical analysis is valid for 70%. Chapter Four: Results and Discussion In this chapter the results obtained through the questionnaire questionnaires were compiled and analyzed. The following results have been reached: 1. Hotel management is satisfied with the return on investment in e-marketing and plans to increase and strengthen the activities related to e-marketing in the future. 2.69.1% of customers collects their information about the resorts online. 3-Customers seek to know the experiences of others and their opinions about the resort before booking. 4. E-Marketing activities have many advantages including: attracting new guests, providing a competitive advantage to the resort, maintaining a good image of the resort in the minds of customers, increasing resort sales, customer loyalty to the brand, achieving customer satisfaction, increasing profitability, and benefiting from a large market share. 5. Social Media Marketing offers different benefits to the resort including: advertising, brand awareness, building a good reputation, increasing sales and building strong relationships with customers. 6. There is a statistically significant correlation between the use of the Internet in e-marketing and the achievement of competitive advantage. 7. There is a statistically significant correlation between the use of social networking sites in e-marketing and the achievement of competitive advantage. Chapter Five: Summary and Recommendations This chapter contains a series of recommendations and conclusions reached on the basis of the reviews reviewed and the results of the analysis of the budget. 5.2 Recommendations Based on the reviewed literature and the results of the field research a number of recommendations were reached: 1. The diversity of different foreign languages within the sites of the resorts so that the use of English language is not limited as in most sites, but must be presented in several other languages such as (French-German-Russian-Italian-Spanish). 2. The management of the resort must provide all information and news that benefit guests, as well as all information regarding booking policies on their websites, and the social media pages of these resorts and constantly updated to attract more customers. 3. Interest in publishing important information about the Arab Republic of Egypt on the websites and social media pages of these resorts such as (geographical location-weather-currency used... etc). 4. Offer guests offers on Internet sites including discounts on the prices of services and recreational activities offered by the resorts, especially at times when the demand for these services is reduced and advertised using attractive advertisements. 5. Provide security and privacy items during online booking to encourage guests to book through the site quickly and easily. 6. Prepare a dedicated team to follow-up on guest reviews through the Trip Advisor Resort assessment sites and social media pages and to study the market and know the desires and aspirations of the customers. 7-SWOT analysis of the websites of the competing resorts with the aim of achieving a competitive advantage for the hotel.