The Impact of Viral Marketing on Consumer’s Perceived Value and Purchase Decisions in ‎The Hotels of Luxor and Aswan ‎

Authors

Faculty of Tourism and Hotels, Luxor University, Egypt

Abstract

In the preceding decades, due to the advancement of social media, 
traditional marketing has become less significant. Managers and 
entrepreneurs are seeking novel, effective and efficient ways both for new 
and technological products/services. Drawing on the theory of reasoned 
action, information adoption model and technology acceptance model. 
This research aims to assess the impact of viral marketing on consumer’s 
perceived value and purchase decisions (applied on the hotels of Luxor 
and Aswan). To achieve objectives of this research the quantitative 
approach was used via a. questionnaire. It is conducted on a random 
sample of (391) tourists. The results indicate that there is a positive Impact
of viral marketing on consumer’s perceived value and on purchase 
decisions. The study recommended that hotels in Luxor and Aswan in order 
to improve customer perception of value and influence purchasing 
decisions, hotels in Luxor and Aswan are advised to give priority to 
developing and implementing efficient viral marketing tactics.

Keywords

International Journal of Tourism and Hospitality Management
Volume 7, Issue 2
December 2024
Pages 181-196

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