Applicability of Reputation Marketing To the Branding Of Luxor as a Tourist Destination

Document Type : Original Article


1 Researcher, Faculty of Tourism and Hotels, Luxor University, Egypt

2 Faculty of Tourism and Hotels, Minia University, Egypt

3 Faculty of Tourism and Hotels, Luxor University, Egypt


Reputational marketing researchers have long been interested in exploring how reputational marketing affects destination branding. The current study attempts to explore the effect of the possibility of applying reputation marketing to the brand of Luxor as a distinct tourist destination in increasing profits and brand fame without spending marketing efforts and costs. It is conducted on employees of 115 travel agencies in Luxor. The results of this study indicate that the application of reputation marketing on the shorter brand has an important role in distinguishing the destination, and it may be put into practice by making customers aware of the value of reputation. Given that consumers rely on this brand's quality when choosing their products, it is advised that emphasis be placed on developing a distinctive image of the brand in the minds of consumers.