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

Abstract

The Egyptian tourism industry requires different strategies to develop Egypt's image with the international audience and create a relationship with the target audience due to the tremendous development in social media and the tourist's heavy dependence on supporting the opinions and 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 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. 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