Munich Personal RePEc Archive

Images of Egypt in United Kingdom Tour Operators' Brochures

El Jalil, Sabreen J. Abd (2009): Images of Egypt in United Kingdom Tour Operators' Brochures. Published in: TOURISMOS: An International Multidisciplinary Journal of Tourism , Vol. 5, No. 2 (15. October 2010): pp. 179-191.


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Tour operators and travel agents play a double role as distribution channels and image creators with tourist brochures playing an important role in the image creation process. This paper assesses tourist images of Egypt in the United Kingdom through content analysis of the brochures of United Kingdom tour operators using 35 image attributes which are rated on a 5-point Likert scale. Most of the brochures in the United Kingdom market present Egypt and its physical attractions - beaches, historical sites, luxury accommodation - extremely positively although clearly they have a vested interest in doing this. They are however silent on certain aspects of the destination which have received negative comments in the literature - the real lifestyles of local people and their friendliness and hospitality, the local cuisine and safety and security.

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