期刊名称：International Journal of Euro-Mediterranean Studies
印刷版ISSN：1855-3362
出版年度：2010
卷号：3
期号：2
出版社：Euro-Mediterranean University
摘要：suppliers and organizers in the tourism sector seekto attract tourists by di.erentiating and marketing their productsand services. While developing their marketing and sale methodsthey are now more and more using branding as one of their majortools, especially in the current intense global competition. Destina-tion branding is not yet fully used in the tourism business sector ofvarious countries such as Egypt. This study aims to investigate thebranding perspective of destination marketing organizations (dmo's)in Alexandria. To achieve a high result, a survey approach was used tocollect data from 100 respondents, o.cial and public sectors using acompleted questionnaire technique, a Likert scale and statistical mod-els to test and interpret the research outcomes. The research findingsexplained that marketing organizations in Alexandria have not enoughawareness of any destination branding's concept and that they areonly implementing parts of a branding process
