THE IMPACT OF DECEPTIVE HOSPITALITY AND TOURISM MARKETING TACTICS ON TOURISTS’ SOCIAL MEDIA INTERACTIONS AND TRUST AND DESTINATION IMAGE IN EMERGING MARKETS

• Published in: GeoJournal of tourism and geosites 2024-12, Vol.56 (4), p.1732-1743
• Main Authors: HASSAN, Thowayeb H., AMMAR, Salama, ABDELHAY, Hossam F., FAYYAD, Sameh, NORELDEEN, Mohamed A., SALEM, Amany E., ABDEL GAYED, Aly H., JANZAKOV, Bekzot, MAHMOUD, Maha H., AL-AZAB, Mahmoud R.
• Format: Article
• Language: English
• Subjects: Brand image; Deception; Emotions; Ethics; Marketing; Social behavior; Tourism
• ISSN: 2065-1198; 2065-0817; 2065-1198
• DOI: 10.30892/gtg.56428-1342

While previous research has examined the impacts of discrete deceptive marketing practices, limited studies have taken a holistic perspective to understand the interconnected relationships between various deceptive tactics across different marketing mix elements and key tourist behaviors and perceptions. This represents a significant gap as the complex interlinkages shape challenges for developing tourism industries. Therefore, this study explores how deception in products, pricing, promotion, and place collectively influences tourist trust, destination image, and online reviews of Egypt. Through a survey of independent travelers, we found deception indirectly hampers tourism by eroding trust and shaping a negative overall image. This provides nuanced insights into downstream consequences by assessing diverse deceptive practices through an established marketing framework. The findings offer valuable theoretical contributions by developing a more comprehensive understanding of causal interactions between deception types and critical outcomes. It also highlights challenges for policymakers seeking to expand hospitality sectors in developing economies.