Citation:

Dr. Tareq Nael Hashem. "Promoting Ancient Geosites with the Use of Hyperlocal Marketing" International Research Journal of Economics and Management Studies, Vol. 3, No. 8, pp. 395-404, 2024.

Abstract:

Purpose: The primary goal of this research is to compare and contrast the effectiveness of hyperlocal marketing strategies in promoting ancient geosites in Jordan and Egypt, with a focus on historical significance, community engagement, personalized experiences, digital storytelling, and sustainable tourism practices.
Methodology: A total of 983 visitors self-administered an online survey as part of the quantitative approach. The gathered primary data was processed using SPSS.
Findings: Study results confirmed the hypothesis “Hyperlocal marketing strategy has a statistically significant influence in promoting ancient Geosites” with R= 0.923, using multiple and linear regression. There seems to be a medium to high degree of influence from the sub-variables, with digital storytelling coming in second and sustainable marketing techniques coming in first. The analysis seems to favour non-Arab respondents over Arab ones, leading to these results. Thus, the majority of the data came from non-Arab visitors who visited Jordan or Egypt in the fiscal year 2022–2023.
Originality of the research: The current study is anticipated to add to the body of knowledge on the most effective methods for promoting ancient geosites, independent of the cultural or religious significance of such sites’ heritage.

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Keywords:

Hyperlocal Marketing, Marketing, Historical Significance, Local Community Engagement, Customized Experiences, Tourism.