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

Salem I. E., El-Said O. A., El Gamil R. A. M., Afifi M. F., Attallah N. F.

International Journal of Tourism Research, cilt.26, sa.5, 2024 (SSCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 26 Sayı: 5
  • Basım Tarihi: 2024
  • Doi Numarası: 10.1002/jtr.2740
  • Dergi Adı: International Journal of Tourism Research
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Anahtar Kelimeler: cultural event, Egypt, intercultural communication, multicultural competence, Pharaohs' Golden Parade
  • İstanbul Gelişim Üniversitesi Adresli: Evet

Özet

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.