Assessing the Influence of Using Online Marketing Tools on Egyptian Domestic Tourism: Online Behavior, Online Purchase Intention and E-Satisfaction

Document Type : Original Article


1 Faculty of Tourism and Hotels, Minia University, Egypt

2 Faculty of Tourism and Hotels, Luxor University, Egypt


This study aims to explore the relationship between using online Marketing Applications in Domestic Tourism in Egypt. It also sheds light on some variables such as online behavior, purchase intention and e- satisfaction of domestic tourists. To achieve the objectives of the study, a questionnaire is administered (on 606 domestic tourists in Egypt) as a quantitative approach and as an instrument or method to gather data from the study sample. After collecting data, coding, and analysis, the main results of the study demonstrated that there is a significant relationship between using online marketing tools and online purchase intention, online behavior, and E-satisfaction of domestic tourist in Egypt. It shows that there is a significant relationship between online marketing content or online reviews (E-WOM) and online purchase intention of domestic tourist. The study recommends that; Travel Agencies in their marketing strategies in domestic tourism in Egypt should take into consideration the domestic tourists comments on social media websites. In addition, they should provide discounts on future domestic tours in case the domestic tourists share their positive experiences on social media pages.