Consumer value co-creation impact on Egyptian tourism through social media

Document Type : Original Article

Author

Higher Institute of Applied Arts - Advertising Department, Fifth Settlement, Egypt

Abstract

The Egyptian tourism industry requires different and creative strategies to develop Egypt's image with the international audience and create a positive relationship with the target audience due to the tremendous development in social media and the tourist's heavy dependence on supporting the opinions and travel experience of other members in making decisions where the audience is no longer a passive audience but an active player that participates and co-create value through generating content. The literature review reveals the factors that encourage consumers to participate and collaborate with the Egyptian tourism industry in value co -creation (VCC) to effectively create differentiation, reputation, and emotional impression with the tourists and consumers. The aim of this study is to reach a strategy to encourage consumers to participate in (VCC) through social media to achieve a good reputation and brand awareness for Egyptian tourism industry. The research method adopts reflective reviews and related literature of the strategies based on consumer value co-creation through social media to reach a model guideline for Egyptian tourism industry in future. An analytical study conducted in current tourism campaigns in Egypt regarding consumer in managing social content. The author needs to conclude that in order to establish a new strategy based on value co-creation, it must support consumer involving, participating and interacting to fully achieve competitive advantage of Egyptian tourism industry. The end outcome is a graphical model of important factors for successful strategy based on consumer value co-creation (VCC) through social media.
Keywords: value co-creation - social media-user generated content-eWOM

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Main Subjects

References

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