Cairo University

Faculty of Commerce

Department of Business Administration

‘Statistical Analysis’

The Impact of Place Branding on Choosing a Cultural Tourism Distention

An Active Research Applied on ‘The Grand Egyptian Museum’

By

Neveen Hassan Badr Hassan

Faculty of Commerce, Cairo University

Department of Business Administration

Marketing Major

Student ID No. 20057

Work Count 10,386

Author Note and Plagiarism Disclaimer

“This research is submitted as essential for ‘Statistical Analysis for Business Research’ to
fulfil the first semester of the pre-master’s degree. I hereby assert that this research study is my
own and honest creation. All sources and aids employed have been indicated as such. All texts
either referred to by quotation directly or paraphrased have been indicated by in-text citations.
Full bibliographic details are presented in the reference list, which likewise encloses internet
sources containing URL and access date. This work has not been submitted to any other
examination by an authority.”
 Research Abstract

A considerable amount of Location Branding’s studies has focused primarily on them in

the significant shift in emphasis to the usage in Cultural Tourism, which has attracted tremendous

popularity in recent years as destinations have become a sense of culture rather than a mere escape.

We restore the post-motion videos, narrative and writing, music and performing arts positioning

in place. While the current travelling structure is constructed through ‘Imagery’ represented in the

context of television outputs and popular pop-culture usage, but the adaptation of the qualitative

and numerical connections between the influence of the Location branding ranges on the

preference of a cultural destination is insufficient to cover the subject.

For that reason, this quantitative investigation explores the diverse interactions between

cultural tourism trends, Location Branding aspects, and tourism usage — by using a wider

emphasis on social science. Connecting study subjects such as the ‘Film Transportation Theory’

and ‘Imaginaries’ throughout the dimensions of Place Branding — Place Experience, Place

Identity, Place Image, Place Narratives, Place Marketing and Social Media Coverage. This

research initiative is to provide valuable guidance to companies, managers, and policymakers in

tourism to achieve a significant supreme accomplishment concerning cultural tourism.

In conclusion, the investigation has illustrated the essential significant relationship and

impact of ‘Place Branding’ and determining a ‘Cultural Tourism’. The hospitality sector has been

a dominant source of economic progress and major resource of cash flow, with the progress of

modern trends like ‘Cultural Tourism’, moreover, there will increase within opportunities to

appreciate growth through a new lens towards distention branding in Egypt.

2
Keywords

Place Branding, Cultural Tourism, Place Experience, Place Marketing, Place Narrative, Place

Image, Place Identity

3
Table of Contents

Research Abstract .......................................................................................................................2

Keywords ....................................................................................................................................3
List of Tables ..............................................................................................................................5
Chapter 1 ....................................................................................................................................6
Research Background ..................................................................................................................6
Research hypotheses and proposed model ................................................................................. 10
Chapter 2: Method .................................................................................................................... 11
Participants ........................................................................................................................ 11
Design ............................................................................................................................... 11
Materials Analysis ............................................................................................................. 11
Procedures ......................................................................................................................... 12
Test of Reliability .............................................................................................................. 13
Chapter 3: Results and Findings ................................................................................................ 14
I. The Frequencies ............................................................................................................. 14
Demographic Characteristics .............................................................................................. 14
H1: Place Experience Questions ......................................................................................... 16
H2: Place Identity Questions .............................................................................................. 23
H3: Place Image Questions ................................................................................................ 25
H4: Place Narrative Questions............................................................................................ 30
H5: Place Marketing Questions .......................................................................................... 35
The dependent variable: Cultural Tourism Distention ......................................................... 36
II. Descriptive Statistics ...................................................................................................... 38
III. Correlation Analyses ................................................................................................... 39
H1: Cultural Tourism and Place Experience ....................................................................... 40
H2: Cultural Tourism and Place Identity ............................................................................ 41
H3: Cultural Tourism and Place Image ............................................................................... 42
H4: Cultural Tourism and Place Narrative .......................................................................... 43
H5: Cultural Tourism and Place Marketing ........................................................................ 44
Conclusion ................................................................................................................................ 45
References ................................................................................................................................ 48

4
List of Tables

TABLE 1: RELIABILITY STATISTICS .................................................................................. 13

TABLE 2: STATISTICS ........................................................................................................... 14
TABLE 3: DEMOGRAPHIC CHARACTERISTICS ................................................................ 15
TABLE 4: INTEREST IN PLACES EXPERIENCE ................................................................. 16
TABLE 5: PERCEPTION OF THE LEAD FEMALE CHARACTER ....................................... 17
TABLE 6: PERCEPTION OF ‘THE GRAND EGYPTIAN MUSEUM’ ................................... 20
TABLE 7: PLACES IDENTITY ............................................................................................... 24
TABLE 8: EXPECTATIONS ABOUT PLACES ...................................................................... 25
TABLE 9: FAMILIARITY WITH ‘THE GRAND EGYPTIAN MUSEUM’ ............................ 26
TABLE 10: AFTER VIEWING THE MOVIE PROMO............................................................ 28
TABLE 11: MEASUREMENTS OF FEELINGS TOWARDS THE PLACE NARRATIVE ..... 32
TABLE 12: PLACE MARKETING .......................................................................................... 35
TABLE 13: CULTURAL TOURISM ....................................................................................... 37
TABLE 14: THE RESEARCH DESCRIPTIVE STATISTICS .................................................. 38
TABLE 15: CORRELATION BETWEEN CULTURAL TOURISM AND PLACE
EXPERIENCE .................................................................................................................. 40
TABLE 16: CORRELATION BETWEEN CULTURAL TOURISM AND PLACE IDENTITY
.......................................................................................................................................... 41
TABLE 17: CORRELATION BETWEEN CULTURAL TOURISM AND PLACE IMAGE .... 42
TABLE 18: CORRELATION BETWEEN CULTURAL TOURISM AND PLACE
NARRATIVE.................................................................................................................... 43
TABLE 19: CORRELATION BETWEEN CULTURAL TOURISM AND PLACE
MARKETING ................................................................................................................... 44

5
 Chapter 1

Research Background

Tourism is driven by a sequence of adoptions, where understanding the tourists’

motivations required considering the following major theoretical concepts combined with

travelling motivations:

a. The tourists’ psychographic identity materialised from Plog’s (1974)

psychographic profiling model.

b. Conditions of tourism as a design and form of a social behaviour, displayed by

Cohen’s (1979) within his practice regarding tourist typology.

c. The socio-psychological desires based on prior encounters, as argued within

travelling careers system by Pearce’s (1988).

Thus, these three ribs are considered as the fundamental aspects of the frameworks,

demonstrating the connection between tourists and their preferred destinations. The tourists’

attitude to travelling has changed over the past years, the because of complex concepts of

contemporary tourism. According to McIntosh and Goeldner (1990), there are various

psychological elements informing decisions regarding choosing a specific destination. Cultural

tourism has been a particular influence of tourism, is mainly a motivation to experience its various

aspects, tourist prefers to travel. There is a significant interconnection between individuals and

aiming to witness or experience a certain culture. (Zeppel 1992; Bonet, Cultural tourism; Ap 1999)

Various definitions asserted the dimensions of Cultural tourism as motivational,

experiential, and aspirational. Tourists are motivated to travel for numerous reasons than other

6
sightseeing, therefore, other influential aspects regarded as fundamental elements of cultural

tourism. (Richard, 1996) The World Tourism Organization (WTO) describes cultural tourism as:

“movements of persons essentially for cultural motivations such as study tours,

performing arts and cultural tours, travel to festivals and other events, visit sites,

travel to study nature, folklore or art, and pilgrimage.” (WTO, 985:6)

It is acknowledged that people enjoy inspirational feelings, experiencing or having the

contact of with the social fabric of heritage throughout the individual personality of places (TC

1991; Blackwell 1997; Schweitzer 1999). Further, tourists aspire to be entertained (VICNET

1996), while having the chance to grasping the essence of a certain community (IOCCA 1997), or

experiencing the prestige associated with places, whether it was heritage, or a natural scenery

(AHC and TeA 1999). Cultural tourism is blending unique views and imaginaries to grasp a point

in time connecting the past with the present. (McKercher, 2002)

There has been major utilising of Cultural in a few elective cases such as gravestone

tourism, which is for visiting Paris and London for their cemeteries, or the Recoleta, in Buenos

Aires. Also, tourism is highly inspired by fandoms and fan communities such as The Lord of the

Rings filming location of the novels based on J.R. Tolkien’s work and delivered to the silver screen

by Peter Jackson, thus, New Zealand. Further has been striving up this truism generated by

narrative and movie transportation. The form of War tourism, as travellers, visit sites that

witnessed historical battles. (Iberdrola Corporativa) These three ribs are considered as the crucial

aspects of the frameworks, representing the connection between tourists and their preferred

destinations.

7
 There is a cooperative between cultural tourism and places, further, asserting upon Place

Branding which is perfectly interpreted by Blain et al. as:

“The marketing activities (1) that support the creation of a name, symbol, logo,

word-mark or other graphic that both identifies and differentiates a destination;

(2) that convey the promise of a memorable travel experience that is uniquely

associated with the destination; and (3) that merge and reinforce the recollection

of pleasurable memories of the destination experience, all with the intended

purpose of creating an image that influences consumers’ decisions to visit the

destination in question, as opposed to an alternative one. [Emphasis as in

original].” (Blain et al. 2005)

The assertion of both Culture Tourism and Place Branding as an interrelationship is

strongly supported by ‘Imaginary’, which is growing as a common aspect regarding the place of

culture and cultural beliefs or value, that has been modelled in anthropology and cultural studies.

Therefore, Cantorias (1987) asserted with his book ‘The imaginary institution of society’, that the

imaginary is “the capacity to see in a thing what it is not, to see it other than it is”, concluding it

as the imaginative capacity of individuals.

Therefore, Hegel claims as that there is such crucial stress upon the ‘radical imaginary’

merged with ‘actual imaginary’ to specify what we imagined. The ‘social imaginary’ for it is the

specific abstract and imagery societies. To begin again with this interpretation by considering how

communities are imaginings, rather than the actual images or perceptions about societies.

Imaginaries associate values to symbols, foundations, goods and services. Imageries are to be

considered as not detached from ‘the spirit of people’. (Strauss, 2006)

8
 It implies these sophisticated imaginaries assist cultures that were tumbling to reach their

goals or falling out of tourists’ favour because imaginary assists reforming of cultures or cultural

knowledge into contemporary garments. Harvey (1989) presented it as for the image of places and

spaces becomes as open to production and ephemeral use as any other’. Images as a way further

than just a decent picture of a place, imaginaries can represent and convey a cultural image, as can

express selective commanding aspects to render the voice cultures to reconstruct an image. Moving

forward to assert that an image is nothing but a simplified perception and a sense of a place, which

aims to trigger and influence tourists’ attitudes. It ultimately enhances the symbolic value to attract

the masses to see a certain place. (Fesenmaier and MacKay 1996, p. 39)

The previous terminologies mentioned are the core aim of this research, as ‘Action

Research’ to examine the key elements of transporting a certain place into a cultural tourism

attraction. Thus, the aim is to investigate how to influence tourists’ preferences of destinations and

activities by particular anticipation of travelling to certain places. (Hall and Weiler, 1992)

This is the transportation of an ‘Imaginary’ to form a narrative is implied as, ‘the feeling

of being lost in the world of narrative, of being completely immersed in a story and leaving the

material world behind’. This practice primary mechanism for measuring the influences of stories

and narratives upon people’s perspectives and opinions. (Green & Brock, 2000)

The development of a ‘Place Branding Strategy’ to define a comparative narrative followed

within these research established extending the dimensions of place branding, emphasising on

creating a narrative analogous in the form of a movie. Motion pictures can create a fundamental

movie-place relationship to aid the brand story. Presiding a complex dramatic hyper-reality

narrative to involve the place Iawashita proposed dimensions (2010) as storyline themes, exciting

9
sequences, physical landscapes, memorable characters, or any combination of all can transform

‘Places’. (Yang, 2011)

Research hypotheses and proposed model

H1. Cultural tourism is influence by the perception of a certain culture.

H2. Cultural tourism is driven by specific favouritism to certain place identity.

H3. Cultural tourism is expressed by symbolic meanings or characteristics of a place.

H4. Cultural tourism thrives on hyper-real narrative layers of fragmented insights.

H5. Cultural tourism is stimulated by marketing and social media coverage.

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 Chapter 2: Method

Participants

The research participants were 377 randomly selected persons between Egyptian residents

and none-residents. The participants' age ranged between ranged in age younger than 17 and 45 or

older. The gender majority is of the female (65.7%) and (32.9%) male of the participants. The

study did not gather personal identifying information. Included below the demographic

information about the subjects, who differed from gender, age, country of residence, and their

frequency of travelling to Egypt.

Design

In the current study, the Action Research aims to test the impact of Place Branding

dimensions – Place Image, Place Experience, Place Narrative, and Place Marketing – and effect

on choosing a cultural destination. The study was managed using the snowball sample using an

electronic questionnaire which can be observed at Google Forms:

<https://forms.gle/sEu8aMpjavxhmPtH8>.

Materials Analysis

Within this presented research, the data were analysed using The IBM SPSS® software. The

following analyses are based on Correlations determine and calculate to the status of the relations

between the dependent variable, choosing a Cultural Destination, and other the variables of the

dimension selected to taste the forming of a Place Branding. Noting that within this research, none

of the demographic characteristics hypotheses that were tested directly upon our dependent

variable. A complete data analysis plan would include how all the hypotheses would be tested.

11
Procedures

This is an Active Research (info), thus a ‘Branding Plan’ was required to be applied upon

‘The Grand Egyptian Museum’ to measure the relationship and impact of the dimensions of Place

Brand on it. The major idea of the research is to transform the essence of the museum to be

rendered into an icon narrative with a lead character linked to the place, therefore, within the

Branding Plan, the materials that used are Personalised website for the project; a movie promo;

Branded materials such as a Poster, Brochure, and a Flyer for the Grand Egyptian Museum, and

personalised social media accounts.

The project’s website link electronic link was distributed using Social Media websites -

Facebook, Twitter, Instagram- and using texting applications like WhatsApp to reach with the

participants; the following message was sent to follow the steps essential to fill the survey:

Disclaimer: This for a pre-master's degree project - Faculty of Commerce -

Cairo University, Marketing Department. This research is based on Action

Research on ‘The Grand Egyptian Museum’ to measure the impact of Place

Branding when using movie narrative.

To answer the survey:

1. Please visit the website for more information about the project Here

(https://grandegymuseum.wixsite.com/grandegy)

2. Watch the movie promo Here

(https://drive.google.com/file/d/1JaWN9dQqj7H9c2EPYUkp9loV1_mwzfzv

/view?usp=sharing)

12
 3. Fill the survey Here

(https://forms.gle/k7KfkkhBiPYWCkdP7)

Note:

 I attach the direct links to avoid technical difficulties.

 I translate questions into Arabic so as some answers.

Thank you for taking your time and efforts to answer this survey. ‘The Grand

Egyptian Museum Project’

Test of Reliability

For this research design, Internal Consistency Reliability will be conducted, Cronbach’s

alpha and testing the Validity by The Predictive validity assesses as a measurement to predict

future actions or behaviour; as my research context is expecting the positive relationship between

choosing a tourism destination based on a modelled culture narrative, further, the striving to using

cultural tourism as a principal instrument to place marketing. (The reliability and validity of scaled

measures 2009). The scale for the Reliability Statistics, Cronbach's Alpha of .966 for N of Items

79, as per mentioned in Table 1 below.

Table 1: Reliability Statistics

Reliability Statistics

Cronbach's Alpha N of Items

.66 79

13
 The sample size for the survey was 377, although the permitted period for this research of

the research allowed reaching — no sampling error as within the respondents; with a response rate

of 100% shown in Table 2 below.

Table 2: Respondents Statistics

Statistics

N Valid 377

Missing 0

Chapter 3: Results and Findings

I. The Frequencies

Demographic Characteristics

The demographic characteristics requested were country, gender, and age. The question

“Where are you from?” to determine most of the participants as Egypt (81.4%), the USA (5.7%)

followed by Brazil, Germany, Italy, Lebanon, Philippines, and England for(1.4%) for each. As

for the gender, the majority was form female (65.7%) and (32.9%) for male participants. The age

range was in the form of selecting an age range among choices, the majority is for the age range

14
20 to 25 with (35.7%), followed by 30 – 35 (27.1%), 17 – 20 (2.9%), 25 – 30 (18.6%), the following

age ranges 35 – 40, 40 – 45, 45 or older all (4.3%), and Younger than 17 for (1.4%)

Table 3: Demographic Characteristics

Demographic Characteristics Per cent (%)

Brazil 1.4

Egypt 81.4

England 1.4

Germany 1.4

Italy 1.4
Country
Lebanon 1.4

Libya 1.4

Philippines 1.4

Uganda 1.4

USA 5.7

Gender Female 65.7

Male 32.9

17 - 20 2.9

20 - 25 35.7

25 - 30 18.6

Age 30 - 35 27.1

35 - 40 4.3

40 - 45 4.3

45 or older 4.3

Younger than 17 1.4

15
H1: Place Experience Questions

The table below clarifies the participants’ attitudes towards the interest in tourism driven

by complex processes acknowledged by creating an identity throughout the state-of-the-art and

literature transporting reality alongside layers of fiction to imprint an ideal persona reflected within

tourists’ compression to places. Thus, the frequencies of the first question regarding the first

variable considered with Interest in Places Experience — There are so many interesting things

that attract me to a destination other than heritage. The disclosed responses as the majority

elected ‘Strongly Agree’ for 63.7%. The values are as the following (Strongly disagree 0.0%,

Disagree 1.9%, Neutral 3.4%, Agree 31.0%, Strongly agree 63.7%).

Table 4: Interest in Places Experience

Interest in Places Experience Per cent (%)

Strongly
0.0
disagree

There are so many interesting Disagree 1.9

things that attract me to a Neutral 3.4

destination other than heritage. Agree 31.0

Strongly
63.7
agree

16
 For the second question frequencies of the first question regarding the first variable

considered with Interest in Places Experience — Please indicate to which degree each adjective

reflects your perception of the lead female character appeared within the promo, the table

below clarifies the participants’ attitude which disclosed the majority elected; Attractive,

‘Strongly Agree’ for 35.7%; Ethereal, 'Strongly agree' 32.9%; Vibrant, 'Agree', 45.7%;

Mysterious, 'Strongly agree', 32.9%; Authentic Egyptian, 'Strongly agree' 47.1%; Historical,

'Strongly agree' 44.3%; Antique, 'Strongly agree' 35.7%; Emotionally Motivating, Strongly agree'

27.1%; Royal, 'Strongly agree' 44.3%.

Table 5: Perception of the lead female character

Please indicate to which degree each adjective

reflects your perception of the lead female Per cent (%)

character appeared within the promo

Strongly
1.4
disagree

Disagree 2.9

Attractive Neutral 31.4

Agree 27.1

Strongly
35.7
agree

Strongly
7.1
Ethereal disagree

Disagree 11.4

17
 Neutral 25.7

Agree 21.4

Strongly
32.9
agree

Strongly
4.3
disagree

Disagree 7.1

Vibrant Neutral 20

Agree 45.7

Strongly
21.4
agree

Strongly
4.3
disagree

Disagree 12.9

Mysterious Neutral 17.1

Agree 31.4

Strongly
32.9
agree

Strongly
4.3
disagree

Disagree 2.9

Authentic Egyptian Neutral 15.7

Agree 28.6

Strongly
47.1
agree

Strongly
1.4
disagree

Historical Disagree 5.7

Neutral 20

Agree 27.1

18
 Strongly
44.3
agree

Strongly
1.4
disagree

Disagree 10

Antique Neutral 18.6

Agree 32.9

Strongly
35.7
agree

Strongly
1.4
disagree

Disagree 17.1

Emotionally Motivating Neutral 28.6

Agree 24.3

Strongly
27.1
agree

Strongly
2.9
disagree

Disagree 5.7

Royal Neutral 20

Agree 25.7

Strongly
44.3
agree

For the third question frequencies of the first question regarding the first variable

considered with Interest in Places Experience — After watching the movie promo, please show

to which degree each adjective represents your perception of ‘The Grand Egyptian

19
Museum’, thus, the table below clarifies the participants’ attitude which disclosed the majority

elected; Attractive, ‘Strongly agree’ 38.6%; Vast, ‘Strongly agree’ 44.3%; Beloved, ‘Agree’

32.9%; Rich, ‘Strongly agree’ 40%; Authentic Egyptian, ‘Strongly agree’ 55.7%; Historical,

‘Strongly agree’ 64.3%; Antique, ‘Strongly agree’ 55.7%; Emotionally Motivating, ‘Strongly

agree’ 40%; Enigmatic ‘Strongly agree’ 41.4%; Unique, ‘Strongly agree’ 50%; Legendary,

‘Strongly agree’ 45.7%.

Table 6: Perception of ‘The Grand Egyptian Museum’

After watching the movie promo, please indicate to

which degree each adjective represents your Per cent (%)

perception of ‘The Grand Egyptian Museum’.

Strongly
4.3
disagree

Disagree 7.1

Attractive Neutral 18.6

Agree 30

Strongly
38.6
agree

Strongly
1.4
disagree
Vast
Disagree 8.6

Neutral 18.6

20
 Agree 25.7

Strongly
44.3
agree

Strongly
1.4
disagree

Disagree 8.6

Beloved Neutral 24.3

Agree 32.9

Strongly
31.4
agree

Strongly
1.4
disagree

Disagree 4.3

Rich Neutral 24.3

Agree 28.6

Strongly
40
agree

Strongly
1.4
disagree

Disagree 4.3

Authentic Egyptian Neutral 11.4

Agree 25.7

Strongly
55.7
agree

Strongly
1.4
disagree

Historical Disagree 4.3

Neutral 12.9

Agree 15.7

21
 Strongly
64.3
agree

Strongly
2.9
disagree

Disagree 4.3

Antique Neutral 15.7

Agree 20

Strongly
55.7
agree

Strongly
2.9
disagree

Disagree 5.7

Emotionally Motivating Neutral 32.9

Agree 17.1

Strongly
40
agree

Strongly
1.4
disagree

Disagree 10

Enigmatic Neutral 21.4

Agree 24.3

Strongly
41.4
agree

Strongly
2.9
disagree

Disagree 7.1

Unique Neutral 15.7

Agree 22.9

Strongly
50
agree

22
 Strongly
4.3
disagree

Disagree 5.7

Legendary Neutral 15.7

Agree 27.1

Strongly
45.7
agree

H2: Place Identity Questions

The table below illustrates the first question regarding the first variable considered with

Interest in Places Identity — Please indicate if you agree or disagree with the following

statements. Therefore, the following answers clarify the participants’ attitude which disclosed

the majority elected: I enjoy most about places with Heritage and historical sites, ‘Strongly agree’

41.4%; I enjoy places with Theatre, Music, or Events, ‘Strongly agree’ 27.1%; I will enjoy the

places mentioned in my favourite movie, series, or play, ‘Strongly agree’ 38.6%; I will enjoy the

places where my favourite movie, series, or play took place, ‘Strongly agree’ 37.1%; I will enjoy

the places mentioned in my favourite song, ‘Neutral’ 30%; I will enjoy the places mentioned in

my favourite book, ‘Strongly agree’ 40%; I will enjoy the places where my favourite book took

place, ‘Strongly agree’ 42.9%.

23
 Table 7: Places Identity
Please indicate if you agree or disagree with the following
Per cent (%)
statements.

Strongly disagree 0

Disagree 4.3
I enjoy the most about places with
Neutral 15.7
Heritage and historical sites
Agree 37.1

Strongly agree 41.4

Strongly disagree 1.4

Disagree 8.6
I enjoy places with Theatre, Music, or
Neutral 20
Events
Agree 41.4

Strongly agree 27.1

Strongly disagree 2.9

Disagree 2.9
I will enjoy the places mentioned in my
Neutral 25.7
favourite movie, series, or play
Agree 28.6

Strongly agree 38.6

Strongly disagree 2.9

Disagree 4.3
I will enjoy the places where my favourite
Neutral 24.3
movie, series, or play took place
Agree 30

Strongly agree 37.1

Strongly disagree 2.9

Disagree 15.7
I will enjoy the places mentioned in my
Neutral 30
favourite song
Agree 25.7

Strongly agree 24.3

Strongly disagree 4.3

24
 Disagree 4.3

I will enjoy the places mentioned in my Neutral 14.3

favourite book Agree 35.7

Strongly agree 40

Strongly disagree 4.3

Disagree 4.3
I will enjoy the places where my favourite
Neutral 15.7
book took place
Agree 31.4

Strongly agree 42.9

H3: Place Image Questions

The table below illustrates the first question regarding the first variable considered

with Interest in Places Image — Do you form expectations about places before visiting them?

Therefore, the following answers the majority elected regarding portraying a relevant imaginary

to changing real-world attitudes, further, adopting goals as one’s reshaping and remodel certain

places to face a positive aspect of behaviour and become desirable to view: ‘Strongly agree’ 65.5%

Table 8: Expectations about places

Do you form expectations about places before visiting them? Per cent (%)

Strongly 3.2

disagree

Disagree 1.3
Expectations about places before visiting them
Neutral 11.4

Agree 18.6

Strongly agree 65.5

25
 The table below illustrates the first question regarding the first variable considered with

Interest in Places Image — How familiar are you with ‘The Grand Egyptian Museum’?

Therefore, the following answers the majority elected: The largest museum development projects

in the world, ‘Extremely Familiar’, 25.7%; The Largest Museum of Egyptology in the world,

‘Extremely Familiar‘ 38.6%; The site neighbouring the timeless Pyramids of Giza, ‘Extremely

Familiar’ 42.9%; Homage of Ancient Egyptian monuments, ‘Extremely Familiar’ 45.7%; A

cultural destination, ‘Extremely Familiar’ 47.1%; A historical attraction, ‘Extremely Familiar’

54.3%; A Landscape and Architecture Beauty, Extremely Familiar’ 41.4%.

Table 9: Familiarity with ‘The Grand Egyptian Museum’

How familiar are you with ‘The Grand Egyptian
Per cent (%)
Museum’?

Extremely
11.4
Unfamiliar

Unfamiliar 12.9
The largest museum development projects
Neutral 30
in the world
Familiar 18.6

Extremely
25.7
Familiar

Extremely
7.1
Unfamiliar

Unfamiliar 7.1
The Largest Museum of Egyptology in the
Neutral 20
world
Familiar 25.7

Extremely
38.6
Familiar

26
 Extremely
5.7
Unfamiliar

Unfamiliar 8.6
The site neighbouring the timeless
Neutral 15.7
Pyramids of Giza
Familiar 25.7

Extremely
42.9
Familiar

Extremely
4.3
Unfamiliar

Unfamiliar 4.3

Homage of Ancient Egyptian monuments Neutral 22.9

Familiar 21.4

Extremely
45.7
Familiar

Extremely
4.3
Unfamiliar

Unfamiliar 4.3

Neutral 20
A cultural destination
Familiar 22.9

Extremely
47.1
Familiar

Total 98.6

Extremely
2.9
Unfamiliar

Unfamiliar 4.3

A historical attraction Neutral 15.7

Familiar 21.4

Extremely
54.3
Familiar

27
 Extremely
5.7
Unfamiliar

Unfamiliar 8.6

A Landscape and Architecture beauty Neutral 20

Familiar 22.9

Extremely
41.4
Familiar

The table below illustrates the first question regarding the first variable considered with

Interest in Places Image — After viewing the movie promo, please rate how accurately each

of the following statements describing ‘The Grand Egyptian Museum’. Therefore, the

following answers the majority elected: It is a Museum of Egyptology, ‘Strongly agree’ 55.7%; It

is a hub for Pharaonic monuments, ‘Strongly agree’ 44.3%; The museum is Pleasant, ‘Strongly

agree’ 42.9%; The museum is Beautiful, ‘Strongly agree’ 45.7%; The museum is mysterious,

‘Strongly agree’ 48.6%; The museum is a Cultural Attraction, ‘Strongly agree’ 51.4%; The

museum is connecting the past and the present, ‘Strongly agree’ 38.6%; History comes alive in

‘The Grand Egyptian Museum’, ‘Strongly agree’ 50%.

Table 10: After viewing the movie promo

After viewing the movie promo, please rate how

accurately each of the following statements Per cent (%)

describing ‘The Grand Egyptian Museum’.

Strongly
It is a Museum of Egyptology 1.4
disagree

28
 Disagree 8.6

Neutral 11.4

Agree 21.4

Strongly
55.7
agree

Strongly
2.9
disagree

Disagree 2.9

It is a hub for Pharaonic monuments Neutral 17.1

Agree 31.4

Strongly
44.3
agree

Strongly
2.9
disagree

Disagree 4.3

The museum is Pleasant Neutral 21.4

Agree 27.1

Strongly
42.9
agree

Strongly
4.3
disagree

Disagree 1.4

The museum is Beautiful Neutral 20

Agree 27.1

Strongly
45.7
agree

Strongly
4.3
The museum is mysterious disagree

Disagree 8.6

29
 Neutral 18.6

Agree 18.6

Strongly
48.6
agree

Disagree 2.9

Neutral 20

The museum is a Cultural attraction Agree 24.3

Strongly
51.4
agree

Strongly
8.6
disagree

Disagree 4.3
The museum is connecting the past and
Neutral 24.3
the present
Agree 22.9

Strongly
38.6
agree

Disagree 7.1

Neutral 15.7
History comes alive in ‘The Grand
Agree 25.7
Egyptian Museum’
Strongly
50
agree

H4: Place Narrative Questions

The table below clarifies the participants’ attitudes towards the interest in tourism driven

by The focus on stories, narratives and visuals, is used to create a profound meaning while

employing media and various methods art as enablers (Magala 2001). Thus, the frequencies of the

30
first question regarding the first variable considered with Place Narrative — Please indicate to

what extent you have felt the following statuses while you were watching the movie promo.

The disclosed responses as the majority elected: While watching the movie promo I

imagined a clear picture of the Grand Egyptian Museum, ‘Strongly agree’ 31.4%; I felt my mind

wandering in the halls of ‘the Grand Egyptian Museum’, ‘Strongly agree’ 32.9%; While watching

the movie promo I produced a clear image of the lead character, ‘Strongly agree’ 25.7%; While

watching the movie promo, I could surely imagine the events happen, ‘Strongly agree’ 27.1%; I

could imagine ‘The Grand Egyptian Museum’ in the story's scene described in the movie promo,

‘Strongly agree’ 35.7%; I felt invested in the story of ‘The Grand Egyptian Museum’, ‘Agree’

21.4%; Viewing the movie promo, I found it easy to establish connections with the stories of the

Ancient Egyptians, ‘Strongly agree’ 35.7%; While viewing the movie promo, I discovered the

vibrant story of ‘The Grand Egyptian Museum’, ‘Strongly agree’ 32.9%; I want to know the tales

of Ancient Monuments existing in ‘The Grand Egyptian Museum’, ‘Strongly agree’ 45.7%; While

watching the movie promo, “I could surely imagine the events happening in it,” ‘Strongly agree’

27.1%; I could imagine ‘The Grand Egyptian Museum’ in the story's scene described in the movie

promo, ‘Strongly disagree’ 45.7%; I felt invested in the story of ‘The Grand Egyptian Museum’,

‘Strongly agree’ 34.3%; Viewing the movie promo, “I found it easy to establish connections with

the stories of the Ancient Egyptians”, ‘Strongly agree’ 40.0%; While viewing the movie promo, I

discovered the vibrant story of the Egyptian persona, ‘Neutral’ 30.0%; I want to know the tales of

Ancient Monuments existing in ‘The Grand Egyptian Museum’, ‘Strongly disagree’ 28.6%; I need

to know how the movie story will end, ‘Strongly disagree’ 28.6%.

31
Table 11: Measurements of feelings towards the Place Narrative
Please indicate to what extent you have felt the

following statuses while you were watching the Per cent (%)

movie promo.

Strongly disagree 5.7

While watching the
Disagree 10.0
movie promo I imagined
Neutral 24.3
a clear picture of the
Agree 27.1
Grand Egyptian Museum
Strongly agree 31.4

Strongly disagree 2.9

I felt my mind wandering
Disagree 8.6
in the halls of ‘The
Neutral 24.3
Grand Egyptian
Agree 30.0
Museum’
Strongly agree 32.9

Strongly disagree 4.3

While watching the
Disagree 8.6
movie promo I produced
Neutral 28.6
a clear image of the lead
Agree 31.4
character
Strongly agree 25.7

Strongly disagree 4.3

While watching the
Disagree 7.1
movie promo, I could
Neutral 24.3
surely imagine the
Agree 35.7
events happen
Strongly agree 27.1

I could imagine ‘The Strongly disagree 5.7

Grand Egyptian Disagree 5.7

Museum’ in the scene of Neutral 21.4

the story described in Agree 30.0

the movie promo. Strongly agree 35.7

32
 Strongly disagree 2.9
I felt invested in the story
Disagree 10.0
of ‘The Grand Egyptian
Neutral 24.3
Museum’
Agree 21.4

Viewing the movie Strongly disagree 2.9

promo, I found it easy to Disagree 7.1

establish connections Neutral 25.7

with the stories of the Agree 27.1

Ancient Egyptians. Strongly agree 35.7

Strongly disagree 1.4

While viewing the movie
Disagree 10.0
promo, I discovered the
Neutral 20.0
vibrant story of the
Agree 34.3
Egyptian Museum
Strongly agree 32.9

Strongly disagree 1.4

I want to know the tales
Disagree 7.1
of Ancient Monuments
Neutral 12.9
existing in ‘The Grand
Agree 31.4
Egyptian Museum’
Strongly agree 45.7

Strongly disagree 4.3

While watching the
Disagree 2.9
movie promo, I could
Neutral 20.0
surely imagine the
Agree 25.7
events happening in it.
Strongly agree 27.1

I could imagine ‘The Strongly disagree 45.7

Grand Egyptian Disagree 15.7

Museum’ in the story's Neutral 17.1

scene described in the Agree 5.7

movie promo Strongly agree 14.3

33
 Strongly disagree 8.6

I felt invested in the story Disagree 12.9

of ‘The Grand Egyptian Neutral 17.1

Museum’ Agree 25.7

Strongly agree 34.3

Viewing the movie Strongly disagree 4.3

promo, I found it easy to Disagree 12.9

establish connections Neutral 15.7

with the stories of the Agree 25.7

Ancient Egyptians. Strongly agree 40.0

Strongly disagree 12.9

While viewing the movie
Disagree 17.1
promo, I discovered the
Neutral 30.0
vibrant story of the
Agree 22.9
Egyptian persona.
Strongly agree 15.7

Strongly disagree 28.6

I want to know the tales
Disagree 21.4
of Ancient Monuments
Neutral 20.0
existing in ‘The Grand
Agree 14.3
Egyptian Museum’
Strongly agree 14.3

Strongly disagree 24.3

Disagree 22.9
I need to know how the
Neutral 20.0
movie story will end
Agree 18.6

Strongly agree 12.9

34
H5: Place Marketing Questions

The table below illustrates the first question regarding the first variable considered with

Interest in Places Marketing — After viewing the movie promo, please rate how accurately

each of the following statements describing ‘The Grand Egyptian Museum’. Thus, testing the

promotional messages using regular and digital platforms that are obligated to be prepared

creatively to alter the dynamics of cultural phenomena over virtual communications. (Gyimóthy,

2013; Lexhagen et al., 2013). Hence a “dialogue metaphor” (p. 866) can be used by the marketer

to identify existing and potential place consumers, predominantly travelling websites, where

tourists write about their experiences. Therefore, the following elected answers of the majority:

Newspapers/Magazines, ‘Strongly disagree’ 27.1%; Tour operator brochure, ‘Agree’ 20.0%;

Guide books, ‘Strongly agree’ 54.3%; Social Media, ‘Strongly agree’ 51.4%; Websites/Blogs,

‘Strongly agree’ 64.3%.

Table 12: Place Marketing

What sources of information did you consult about
Per cent (%)
before visiting a place?

Newspapers/Magazines Strongly disagree 27.1

Disagree 18.6

Neutral 15.7

Agree 27.1

Strongly agree 10.0

Tour operator brochure Strongly disagree 15.7

Disagree 18.6

Neutral 27.1

Agree 20.0

35
 Strongly agree 17.1

Guide books Strongly disagree 4.3

Disagree 7.1

Neutral 12.9

Agree 20.0

Strongly agree 54.3

Social Media Strongly disagree 4.3

Disagree 10.0

Neutral 5.7

Agree 27.1

Strongly agree 51.4

Websites/Blogs Strongly disagree 2.9

Disagree 7.1

Neutral 8.6

Agree 15.7

Strongly agree 64.3

The dependent variable: Cultural Tourism Distention

The dependent variable of Cultural tourism as a major tourism phenomenon. (Yoo, Yoon,

& Park, 2018) Thus, examining the tourists’ choices regarding destinations, as they have grown to

seek other attractions to destinations other than heritage, henceforth, the characteristics of a place

can be a determination to shape motivations regarding visiting a certain place. Therefore, the

following elected answers of the majority: Please rate the promo of the movie you have watched,

‘Strongly Like it’ 67.1%; Can Movies, Videos with popular actors, musicians, or superheroes

characters inspire you to visit a place? ‘Strongly agree’ 65.7%; Did this movie promo influenced

36
your desire to visit ‘The Grand Egyptian Museum?’, ‘Strongly agree’ 65.7%; How many times

have you been to Egypt in the past? ‘I am a resident’ 75.7%.

Table 13: Cultural Tourism

Cultural Tourism Per cent (%)

Please rate the promo of Dislike it 2.9

the movie you just have Neutral 8.6

watched. I Like it 20.0

Strongly Like it 67.1

Can Movies, Videos with Strongly disagree 2.9

popular actors, Disagree 1.4

musicians, or Neutral 2.9

superheroes characters
Agree 25.7
inspire you to visit a
Strongly agree 65.7
place?

Did this movie promo Strongly disagree 2.9

influenced your desire to Disagree 1.4

visit ‘The Grand Neutral 2.9

Egyptian Museum?’ Agree 25.7

Strongly agree 65.7

How many times have I am a resident 1.4

you been to Egypt in the 1 Time 1.4

past? 2 to 3 Times 2.9

4 to 5 Times 2.9

I am a resident 75.7

More than 5 Times 4.3

Never 11.4

37
II. Descriptive Statistics

The mean and standard deviation for the variables included of the study are described

below in table () as the following: Place Experience, ‘mean’ 4.1088 and ‘Std. Deviation’ 0.82737;

Place Identity, ‘mean’ 4.1294 and ‘Std. Deviation’ 0.66603; Place Image, ‘mean’ 4.1948 and ‘Std.

Deviation’. 61598; Place Narrative; ‘mean’ 4.1958 and ‘Std. Deviation’ .82011; Cultural Tourism,

‘mean’ 4.7487 and ‘Std. Deviation’ 0.55902; Demographics Characteristics, ‘mean’, 2.8603 and

‘Std. Deviation’ .69823.

Table 14: The Research Descriptive Statistics

Descriptive Statistics

The Variables N Mean Std. Deviation

Place Experience 377 4.1088 .82737

Place Identity 377 4.1294 .66603

Place Image 377 4.1948 .61598

Place Narrative 377 4.1958 .82011

Place Marketing 377 3.2905 .72149

Cultural Tourism 377 4.7487 .55902

Demographics 377 2.8603 .69823

Characteristics

38
III.Correlation Analyses

According to Badr (2016), the Correlation coefficient is the extent of the relationship

between different phenomena (two or more phenomena) to see if a change in one of them affects

the other. Correlation coefficient value is between (-1 and +1). Furthermore, Correlation

determines to define the study of co-distribution of a corporation between variables by studying

randomly matched value pairs or readings.

In correlation analyses, when testing the hypotheses, we will generate the value for P. Thus,

associating the results to the significance to the selected alpha level results from the experiment

as: “A small p (≤ 0.05), we should reject the null hypothesis. This is powerful evidence that the

39
null hypothesis is invalid.” Or “A large p (> 0.05) means the alternate hypothesis is weak, so you

do not reject the null.” (Stephanie, 2018)

According to DePaul University’s guide for ‘Linear Correlation’, the R-squared value

measures the amount of difference in the dependent variable that can be attributed to the

independent variable as offered for the rules to deciphering Pearson's connection coefficient

according to the proposed explanations (Pearson Product-Moment Correlation):

 Quality of Association: Positive or Negative

a. Small or Weak relationship: ‘.1 to .3’ or ‘-0.1 to - 0.3’

b. Medium relationship: ‘.3 to .5’ or ‘-0.3 to - 0.5’

c. Large or Strong relationship: ‘.5 to 1.0’ or ‘-0.5 to - 1.0’

H1: Cultural Tourism and Place Experience

The table below is reflecting the investigation regarding Hypothesis 1, Cultural tourism is

influence by the perception of a certain culture. Pearson r correlations showed the significant

correlations existed between the dependent variable of Cultural Tourism the independent variable

of Place Experience The results for Spearman’s Rho correlations showed a significant positive

Correlation significant at the 0.01 level (2-tailed) of ‘weak’.279 correlation coefficient. Thus, the

null hypothesis was not supported because a significant correlation was found, therefore accepting

the alternative hypothesis, H1.

Table 15: Correlation between Cultural Tourism and Place Experience

Correlations

Cultural Tourism Place Experience

40
 Cultural Tourism Pearson Correlation 1 .243**

Sig. (2-tailed) .000

N 377 377

Place Experience Pearson Correlation .243** 1

Sig. (2-tailed) .000

N 377 377

**. Correlation is significant at the 0.01 level (2-tailed).

H2: Cultural Tourism and Place Identity

The table below is reflecting the investigation regarding Hypothesis 2, Cultural tourism is

driven by specific favouritism to a certain place identity. Pearson r correlations showed the

significant correlations existed between the dependent variable of Cultural Tourism the

independent variable of Place Identity The results for Spearman’s Rho correlations showed a

significant positive Correlation significant at the 0.01 level (2-tailed) of ‘weak to medium’.341

correlation coefficient. Thus, the null hypothesis was not supported because a significant

correlation was found, therefore accepting the alternative hypothesis, H2.

Table 16: Correlation between Cultural Tourism and Place Identity

Correlations

Cultural Tourism Place Identity

41
 Cultural Tourism Pearson Correlation 1 .341**

Sig. (2-tailed) .000

N 377 377

Place Identity Pearson Correlation .341** 1

Sig. (2-tailed) .000

N 377 377

**. Correlation is significant at the 0.01 level (2-tailed).

H3: Cultural Tourism and Place Image

The table below is reflecting the investigation regarding Hypothesis 3, Cultural tourism is

expressed by symbolic meanings or characteristics of a place. Pearson r correlations showed the

significant correlations existed between the dependent variable of Cultural Tourism the

independent variable of Place Image The results for Spearman’s Rho correlations showed a

significant positive Correlation significant at the 0.01 level (2-tailed) of ‘medium’ .422 correlation

coefficient. Thus, the null hypothesis was not supported because a significant correlation was

found, therefore accepting the alternative hypothesis, H3.

Table 17: Correlation between Cultural Tourism and Place Image

Correlations

42
 Cultural Tourism Place Image

Cultural Tourism Pearson Correlation 1 .422**

Sig. (2-tailed) .000

N 377 377

Place Image Pearson Correlation .422** 1

Sig. (2-tailed) .000

N 377 377

**. Correlation is significant at the 0.01 level (2-tailed).

H4: Cultural Tourism and Place Narrative

The table below is reflecting the investigation regarding Hypothesis 4, Cultural tourism

thrives on hyper-real narrative layers of fragmented insights. Pearson r correlations showed the

significant correlations existed between the dependent variable of Cultural Tourism the

independent variable of Place Narrative The results for Spearman’s Rho correlations showed a

significant positive Correlation significant at the 0.01 level (2-tailed) of ‘weak to medium’.373

correlation coefficient. Thus, the null hypothesis was not supported because a significant

correlation was found, therefore accepting the alternative hypothesis, H4.

Table 18: Correlation between Cultural Tourism and Place Narrative

Correlations

Cultural Tourism Place Narrative

Cultural Tourism Pearson Correlation 1 .373**

43
 Sig. (2-tailed) .000

N 377 377

Place Narrative Pearson Correlation .373** 1

Sig. (2-tailed) .000

N 377 377

**. Correlation is significant at the 0.01 level (2-tailed).

H5: Cultural Tourism and Place Marketing

The table below is reflecting the investigation regarding Hypothesis 5, Cultural tourism is

stimulated by marketing and social media coverage. Pearson r correlations showed the significant

correlations existed between the dependent variable of Cultural Tourism the independent variable

of Place Experience The results for Spearman’s Rho correlations showed a significant positive

Correlation significant at the 0.01 level (2-tailed) of ‘weak’.279 correlation coefficient. Thus, the

null hypothesis was not supported because a significant correlation was found, therefore accepting

the alternative hypothesis, H5.

Table 19: Correlation between Cultural Tourism and Place Marketing

Correlations

Cultural Tourism Place Marketing

Cultural Tourism Pearson Correlation 1 .279**

Sig. (2-tailed) .000

44
 N 377 377

Place Marketing Pearson Correlation .279** 1

Sig. (2-tailed) .000

N 377 377

**. Correlation is significant at the 0.01 level (2-tailed).

Conclusion

This research, throughout the mechanisms of ‘Active Research’, was directed to work out

the interrelationship between the aspects of Place branding — Place Experience, Place Identity,

Place Image, Place Narratives, furthermore, Place Marketing and Social Media Coverage. Within

the hypotheses: Cultural tourism is influence by the perception of a particular culture; Cultural

tourism is driven by specific favouritism to a specific place identity; Cultural tourism is expressed

by symbolic meanings or characteristics of a place; Cultural tourism thrives on hyper-real narrative

layers fragmented insights, and Cultural tourism is stimulated by marketing and social media —

the establishes a noticeable correlation between those dimensions and therefore the dependant

variable of ‘Cultural Tourism’.

For the correlation analysis, the primary hypothesis has shown a particular correlation

between Cultural tourism and Place Experience — the influence of the perception of a specific

culture. there's a big positive ‘weak’ of .279 correlations, therefore, the research has accepted the

choice hypothesis, hypothesis 1.

45
 The interest in tourism as processes that may create an identity throughout the state-of-the-

art and literature transporting reality alongside layers of fiction to imprint a perfect persona

reflected within tourists’ compression to places; this has been a particular element of correlation

between Cultural tourism and Place Identity — driven by specific favouritism to certain place

identity. there's a big positive ‘weak to medium’ of .341, therefore, the research has accepted the

choice hypothesis, hypothesis 2.

Further, studying the effect of the imaginative projections and perceptions towards a

community or construction decide the ‘true’ exceptionality of places, there's a definite correlation

between Cultural tourism and Place Image — expressed by symbolic meanings or characteristics

of an area. there's a big positive ‘medium’ of .422 coefficient of correlation, therefore, the research

has accepted the choice hypothesis, hypothesis 3.

The previously asserted ‘National identity’ by Keillor and Hult (1999) stated that when

creating narrative rendering traditions and rituals can manifest a culture recognition and

identification by characteristics, thus, creating stories to translating those impressions; the method

of making a narrative. there's a definite correlation between Cultural tourism and Place Narrative

— thrives on hyper-real narrative layers fragmented insights. there's a big positive ‘weak to

medium’ of .373 coefficient of correlation, therefore, the research has accepted the choice

hypothesis, hypothesis 4.

As per Biocca (2002) studies which stated that the tourists’ experiences are transported into

a virtual world, accordingly, the technology, “digitally mediated, or virtual platforms,’ have

merged to simplify the communications of people, thus, tourists became involved in other worlds

through the concept of interactivity, thus investigating the distinctive correlation between Cultural

tourism and Place Marketing — stimulated by marketing and social media. there's a major positive

46
‘weak’ of .279 parametric statistic, therefore, the research has accepted the choice hypothesis,

hypothesis 5.

This researcher strategy implementation to reshape the brand of ‘The Grand Egyptian

Museum’ has acknowledged the urgency of obtaining an intensive yet smooth brand strategy, that's

distinct during its implementation that anybody can connect and express their opinion regarding

an area just by watching a brief film promo that occurred, successfully, to change opinions

regarding the standard historical narrative.

In conclusion, the study has indicated the essential significant relationship and impact of

“Place Branding” and selecting a “Cultural Tourism”. The hospitality sector has been a primary

source of economic advancement and major resource of money flow, moreover, with the

advancement of recent trends like “Cultural Tourism”, hopefully, there'll promptly opportunity to

understand growth through a up to date lens towards distention branding in Egypt.

47
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