How Tourism Cultural Events Influence Multicultural Competence, Tourism Destination Image, and Visit Intentions: Evidence From the Pharaohs' Golden Parade

ABSTRACT This study explores the impact of tourism cultural events on fostering multicultural competence and their effects on tourism destinations. Data were collected from viewers of the Pharaohs' Golden Parade broadcast on the Egyptian Tourism Promotion Authority's “Experience Egypt” You...

Full description

Saved in:
Bibliographic Details
Published in:The international journal of tourism research 2024-09, Vol.26 (5), p.n/a
Main Authors: Salem, Islam Elbayoumi, El‐Said, Osman Ahmed, El Gamil, Rehab, Afifi, Mohamed Fawzi, Attallah, Nashwa Fouad
Format: Article
Language:English
Subjects:
Communication
cultural event
Culture
Egypt
intercultural communication
multicultural competence
Pharaohs' Golden Parade
Social networks
Tourism
Word of mouth advertising
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:ABSTRACT This study explores the impact of tourism cultural events on fostering multicultural competence and their effects on tourism destinations. Data were collected from viewers of the Pharaohs' Golden Parade broadcast on the Egyptian Tourism Promotion Authority's “Experience Egypt” YouTube channel. The data were analyzed using an inductive research approach, uncovering four distinctive themes: multicultural competence precursors, cultural tourism events' unique cultural and social elements, multicultural competence, and destination outcomes. Based on the study findings, a framework was proposed to depict the envisaged relationships between the four main themes. Practically, the study provides insights for destination marketing organizations on how viewers' impressions of cultural events on social media and official homepages could shape a destination's image and influence travel and word‐of‐mouth intentions.
ISSN:1099-2340
1522-1970
DOI:10.1002/jtr.2740