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Papers by Salama ammar

Maǧallaẗ Kulliyyaẗ al-siāḥaẗ wa al-fanādiq (Ǧāmi’aẗ al-Mansoura), Nov 30, 2023

The study aims to determine the extent of the effect of the Coronavirus on the quality of tourism... more The study aims to determine the extent of the effect of the Coronavirus on the quality of tourism and hotel services provided, and to identify the effect of these pandemic repercussions on tourists' satisfaction, trust, and loyalty to the Egyptian tourist destination. About 550 questionnaire forms were distributed to the tourists visiting Luxor, Aswan, and Hurghada and 351 forms were filled out. The results showed the effect of the Covid-19 on the loyalty of tourists to the tourist destination through the tourists` satisfaction, trust and destination image. Hotels and tourist destinations in Egypt have to focus on the dimensions of the quality of tourism services that have a significant impact on tourists` satisfaction and loyalty to the tourist destination to gain a competitive advantage.

International Journal of Heritage, Tourism, and Hospitality (Print), Dec 1, 2022

This study examines how tourism and hospitality services in Egypt affect individual travel touris... more This study examines how tourism and hospitality services in Egypt affect individual travel tourists' satisfaction. The study aims to clarify the implications of these variables, as they are essential topics that need a convergence of tourism and hospitality, and then test possible implementation in the Egyptian destination, which will be formed by the hotels and tourism companies in Luxor and Aswan. The questionnaire is the method used to collect data in a sample of the fourteen five and four-star hotels and ten tourism companies in Luxor and Aswan. The target population for this study was tourists. The study concluded with a set of theoretical and practical conclusions that identified the response of the tourism and hospitality services in Egypt affects individual travel tourists' satisfaction with choosing Egypt as a destination is the central core of the present study, and hospitality services from the tourist s' point of view. The most important recommendations are tourism, and hospitality destinations must meet the needs of their tourist to achieve sustainable profits. Measure tourist satisfaction and evaluate the effect of hospitality services dimensions on individual tourist satisfaction in Egypt.

Journal of Association of Arab Universities for Tourism and Hospitality (JAAUTH) (Print), Jun 1, 2016

Pricing policies and techniques are very important components of the daily operations of services... more Pricing policies and techniques are very important components of the daily operations of services organizations. This is because price is one of the most effective variables that managers can manipulate to encourage or discourage demand for services and products in the short-run (Aziz et al., 2011; Gazopoulou, 2012). In many tourist destinations, tourism intermediaries (including tour operators and travel agents) play an important role in setting the prices that consumers should pay for tourism products and services, particularly in destinations which depend on intermediaries (Buhalis, 2000). Pricing policy is very important for the market success of travel agencies offering products of tourism (Kyurova, 2013). Ineffective implementation of pricing policies can result in a decline in both domestic and international tourism demand and unless the pricing policies are well applied, the tourism industry in the developing countries will lose the economic benefits that could result from tourism (Walpole, Goodwin & Ward, 2008). Therefore, this study aims to explore the pricing policies and techniques applied at tour operators and travel agents in Egypt; as well as to evaluate the efficiency of these policies and techniques. It also aims to provide some recommendations to managers of tour operators and travel agents in Egypt to enhance their performance regarding the integration of policies and techniques. Literature review: Pricing policies and techniques for tourism services: Pricing is the process of setting values at which products and services are to be sold. Thus, pricing is an important process to the successful marketing of products or services (Buhalis, 2000; Hudson, 2008; Reid & Bojanic, 2009). Also, price is a main measure that customers use for judging the value of the product and it strongly in fluencies brand selections among competing organizations (Avlontis & Indounas, 2007). In addition, pricing is the only element of the marketing mix that generates revenues for the company whilst the other elements of the mix represent costs (Lancaster & Reynolds, 2005). According to Kyurova (2013) the pricing policy of an organization refers to the process of setting prices and their fluctuating levels on the short and long term depending on the market conditions. There are several policies/techniques that can be used for pricing tourism services; each of which has its own characteristics, advantages and disadvantages (Buhalis, 2000; Reid & Bojanic, 2009). Pricing strategies/policies of tourist products and services may include strategies such as: skimming pricing strategy; penetration pricing strategy; neutral pricing strategies (Reid & Bojanic, 2009). According to skim pricing strategy, prices of products and services are set very high with high quality to attract rich tourists to achieve high profit out of these certain exclusive segments. However, penetration pricing strategy involves setting prices that attract more customers and gain advantage over its competitors. According to neutral pricing strategy, prices are to

Journal of Association of Arab Universities for Tourism and Hospitality (JAAUTH) (Print), Jun 21, 2017

This study aimed to investigate the domestic tourism from the perspective of the managers of tour... more This study aimed to investigate the domestic tourism from the perspective of the managers of tourism and hospitality enterprises in Egypt to explore their perception of domestic tourists and identify and critically evaluate the marketing practices they undertook to attract local tourists. A quantitative approach was adopted in this study using questionnaire survey as a tool for collecting primary data. The survey was conducted among managers of different tourism enterprises (e.g. travel agents, gift shops) and hospitality enterprises (resorts, hotels, restaurants). The sample included 116 tourism and hospitality enterprises from different tourist cities in Egypt. The results revealed that the majority of these enterprises were mainly targeting domestic tourists who provided a large share of their overall business. The results also showed that the majority of the enterprises were fairly satisfied with domestic tourists and perceived them to be slightly important to their business. The study explored some marketing practices that tourism and hospitality enterprises undertook to attract domestic tourists, such as: reducing prices and rates of products and services; offering assorted packages at reduced prices; providing suitable services for domestic tourists. The study presents some practical recommendations that would enhance the marketing activities of tourism and hospitality enterprise to attract domestic tourists.

Maǧallaẗ Kulliyyaẗ Al-Siyaḥaẗ wa Al-Fanādiq (Ǧāmi’aẗ al-Sādāt), Jun 1, 2018

Employees' conflicts represent a common phenomenon in todays' business organizations. The purpose... more Employees' conflicts represent a common phenomenon in todays' business organizations. The purpose of this study was to investigate employees' conflict management form the perspective of tourism and hospitality enterprise managers. It aimed to: explore how regular tourism and hospitality enterprises in Egypt have witnessed employees' conflicts; determine the reasons for employees' conflicts; identify the approaches and practices of conflict management; ascertain the perceived effectiveness of these practices. Primary data was collected using questionnaire survey that was conducted among managers/deputy managers and middle management of 140 tourism and hospitality enterprises in Egypt that were selected using convenience sampling technique. The results showed that most of the investigated enterprises had regularly witnessed employees' conflicts. There were several reasons that have led to experiencing employees' conflicts, such as: different cultural and environmental factors; ambiguity of employees" authorities and roles. The results also showed that tourism and hospitality enterprises have undertaken several practices to handle employees' conflicts, including: integrating ideas/opinions to jointly resolve conflicts; cooperating with employees/supervisors to figure a proper understanding of a problem/conflict. The study also revealed that these practices were perceived by both tourism and hospitality enterprises to be slightly effective for managing employees' conflicts. The study ended by providing some practical recommendations that would help handling employees' conflicts within the tourism and hospitality enterprises.

Journal of Association of Arab Universities for Tourism and Hospitality (JAAUTH) (Print), Jun 1, 2022

Small and medium-sized enterprises (SMEs) in tourism and hospitality settings have considerable r... more Small and medium-sized enterprises (SMEs) in tourism and hospitality settings have considerable responsibility for Egyptian economic growth. However, there is a difficulty that SMEs have in accessing the financial system. Based on a shortage in latent studies investigating several issues related to financing tourism and hospitality SMEs in Egypt, the current study filled this research gap and explored the obstacles that small investors and local people are facing. The current study investigated the importance of the originality of tourism and hospitality products, and services, and uncovered the significance of establishing an Egyptian tourism bank for SMEs. Additionally, it developed a causal model that included novel relationships and examined them in the context of Egyptian tourism and hospitality SMEs. A total of 500 questionnaires were distributed to a random sample of SMEs owners who are enrolled in Micro, Small, and Medium Enterprises Development Agency (MSMEDA), the official umbrella of micro, small, and medium projects in Egypt. The number of valid questionnaires was 316. The results indicated that financial institutions do not have a huge willingness to finance tourism and hospitality SMEs. Local people, small investors, and manufacturers need subsidies from the government and assistance to get authentic raw materials to be more able to present original products. There is a problem concerning getting the required loans, and the provision of guarantees. Decision-makers in the Egyptian tourism and hospitality sectors should give more support to SMEs that present authentic products and services reflecting the identity, customs, and traditions of the host community.

International Journal of Heritage, Tourism, and Hospitality (Print), Jun 1, 2020

This study aims to determine the applicability of a suggested tourism experience that enable inte... more This study aims to determine the applicability of a suggested tourism experience that enable international tourists to simulate the lifestyle of ancient Egyptians in Luxor. It also aims to understand the attitudes of both tourists and service providers-i.e. tourism and hospitality enterprises-toward this experience. The study adopted a qualitative approach and used semistructured interview as an instrument for collecting primary data. A total of 118 interviews were conducted with both tourists (73) and service providers (45) in Luxor. Participants were selected using convenience sampling technique due to accessibility issues. All interviews were transcribed and then content analysis was used as a technique for analyzing the gathered data. The results indicated that the suggested tourism experience is applicable by service providers and acceptable by tourists. Out of the various proposed simulated services, the results revealed some specific tourism and hospitality services to be included in the proposed experience such as dining facilities and recreation activities. Another important finding of the study showed that both tourists and service providers have positive attitudes toward the introduced tourism experience.

International journal of Tourism and Hospitality Management (Print), Dec 1, 2022

Nowadays, the tourism industry requires continuous investment into new technologies to keep attra... more Nowadays, the tourism industry requires continuous investment into new technologies to keep attracting visitors, highlighting the need for destinations to be innovative. The use of modern technology is becoming a necessity for various destinations to stay competitive, attractive and financially viable. The technology can help increase visitors' information about the destination's history and culture and make them aware of services and attractions available during the trip. VR applications are one of the promising technologies that enhance the users'" cultural heritage visit experience with the digital content developed for the cultural heritage. This research explores the perceived benefits of using virtual reality technology to promote Luxor as a cultural tourism destination. Moreover, the research focused on a quantitative approach by distributing questionnaires among managers and tourism experts as the researcher distributed (330) questionnaires. SPSS (25) was used to analyze the collected data. The results show that Virtual reality offers potential travelers the opportunity to experience adventures, attractions and special events from their homes before visiting. Furthermore, VR is the best tool for providing rich data to potential tourist's seeking Luxor and its attractions. Furthermore, Travel agencies face many challenges in applying VR, such as the high cost of the tools for creating virtual reality ‫‬ ‫‬ ‫‬ and equipment maintenance. The study recommends that The Ministry of Tourism cooperate with other ministries and authorities, e.g., Ministries of Communication, environment, and investment, because of the human and technical facilities to apply virtual reality technology.

Journal of Association of Arab Universities for Tourism and Hospitality (JAAUTH) (Print), Aug 30, 2021

The International Journal of Tourism and Hospitality Studies

مجلة کلیة السیاحة والفنادق. جامعة المنصورة

In spite of opportunities and capabilities of tourism and hospitality services in Egypt, Tunisia,... more In spite of opportunities and capabilities of tourism and hospitality services in Egypt, Tunisia, and Lebanon, they did not have a fair share of the international tourism movement. This study aims at exploring the impacts of marketing tourism and hospitality services in the mentioned countries as a mega destination on increasing their market share. A total of 200 questionnaires were distributed to a convenient sample of academic professors, tourism experts, and governmental officials from Egypt, Tunisia, Lebanon, Jordan and Turkey during June 2021 to March 2022. 105 valid samples were collected with a recovery rate of 52.5%. The study indicates that based on the success factors and the obstacles concerning marketing tourism and hospitality services in Egypt, Tunisia, and Lebanon as a mega destination, it is predicted that there may be an increase in their market share. Marketing tourism and hospitality services through this new trend achieves results better and lower cost than individual marketing for each country. There is a need to create a kind of bloc or close cooperation between a group of Arab countries that are close ‫والفنادق‬ ‫السياحة‬ ‫كلية‬ ‫جملة‬-‫عدد‬ 21-‫ديس‬ ‫مرب‬ 1211 ‫م‬ geographically, culturally, religiously and socially in all fields, especially the tourism and hotel fields. It is important to convince officials in Egypt, Tunisia, and Lebanon of the importance of marketing tourism and hotel services in the three countries as a mega destination.

International Journal of Tourism and Hospitality Management

Journal of Association of Arab Universities for Tourism and Hospitality (JAAUTH) (Print), Jun 1, 2022

International Journal of Heritage, Tourism and Hospitality

Journal of Association of Arab Universities for Tourism and Hospitality

Sustainability, 2022

Several studies have shown that the adaptive reuse of heritage houses as accommodation hotels cou... more Several studies have shown that the adaptive reuse of heritage houses as accommodation hotels could preserve their value and attain many financial, social, environmental, and cultural benefits for both tourist destinations and hotel firms. The current study examines to what extent the adaptive reuse of heritage houses can improve conative loyalty to hotels through the mediating roles of memorable tourism and hospitality experiences. Perceptions of 308 customers who frequently occupy heritage hotels were explored and examined with structural equation modelling. The empirical results show that the adaptive reuse of heritage houses has a positive influence on memorable tourism and hospitality experiences. The memorable tourism and hospitality experience has significantly mediated the relationship between the adaptive reuse of heritage houses and hotel conative loyalty. Lastly, theoretical and practical implications are included concerning how to apply these findings to the tourism and ...

Journal of Association of Arab Universities for Tourism and Hospitality, 2021

The aim of the present study is to examine the impact of employee behavior in improving the menta... more The aim of the present study is to examine the impact of employee behavior in improving the mental image of tourism destinations and hospitality services. It is an important topic that needs a convergence of views among academic lecturers and hospitality experts. The questionnaire is the method used to collect the required data. For this purpose, a sample of 30 five and four stars hotels, moreover 20 tourism companies in Hurghada was chosen to ask their guests to complete them. The research focuses on the destination of Hurghada because most of the guests visit. The field study accomplished through a survey by personal visits, phone calls, social media networks, and emails. The study was conducted from October 2019 to March 2020. 510 questionnaire forms were received only 425 completed forms were valid (83.3% response rate). The collected data were analyzed using SPSS version 20. The study concluded with a set of theoretical and practical conclusions that identified the response of the employee behavior and its importance in improving the mental image of tourism destination and hospitality services in the mind of guests.

Food provided to customers and good menus are important factor in competitiveness for the tourist... more Food provided to customers and good menus are important factor in competitiveness for the tourist destination. There is a critical contribution for food in growing tourists yield. The relevance between regional food and culture enables the promotion of cultural heritage by promoting food tourism. The objectives of this research were twofold. The first objective was to assess the extent of tourists' approval of employing the Egyptian feast foods to the menus presented in Egyptian hotels. The second goal was to explore the effect of employing Egyptian feast foods to the menus presented in Egyptian hotels on the promotion of food tourism at the Egyptian tourist destination. The research adopted a quantitive approach and used a questionnaire that was distributed to a sample of foreigner and Egyptian tourists at Luxor city. The findings revealed that Egyptian tourist and hotel establishments do not do their best to promote food tourism. Furthermore, using social media to promote Egyptian feast foods in Egyptian hotel menus can be a good way to influence tourists' conviction to include heritage foods on food menus. Another important finding of the research showed that the more the customer visit experience, the more tourists tend to heritage foods and the more to promote food tourism in the Egyptian tourist destination.

Journal of Association of Arab Universities for Tourism and Hospitality, 2021

Halal tourism is a modern phenomenon of the growth of the halal industry. There are numerous term... more Halal tourism is a modern phenomenon of the growth of the halal industry. There are numerous terms showing the significance of the Islamic travel industry as Sharia Tourism, Halal Tourism, Halal Travel, or Moslem friendly destination (Abdullah, 2020). The study was made through guest questionnaire, which included a group of 17 hotels and the number of 15 tourism companies. The chosen of the hotels were due to variety of the locations. The study was conducted from September 2020 to March 2021. 140 questionnaire forms were received only 110 completed forms were valid (78.5 % response rate). The study results showed that there is a statistically significant difference between halal tourism and hospitality concerning guests' gender. Moreover, there are statistically significant relations between halal tourism and hospitality dimensions. Also, there is a statistically significant effect of the halal tourism and hospitality dimensions at guests' most influential factor to the guest behavioral intentions. Findings recommended that identify the characteristics of Halal tourism and hospitality as a modern concept in the field of tourism and hospitality. Adding a slogan and logo in a specific shape or drawing for the word halal so that it is placed in distinctive places in the hotel that the recipient of the service can easily see.