179-191

Case studies

• El Jalil, Sabreen J. Abd

Tour operators and travel agents play a double role as distribution channels andimage creators with tourist brochures playing an important role in the imagecreation process. This paper assesses tourist images of Egypt in the UnitedKingdom through content analysis of the brochures of United Kingdom touroperators 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 itsphysical attractions - beaches, historical sites, luxury accommodation - extremelypositively although clearly they have a vested interest in doing this. They arehowever silent on certain aspects of the destination which have received negativecomments in the literature - the real lifestyles of local people and theirfriendliness and hospitality, the local cuisine and safety and security.

• Other social sciences

• Τουρισμός
• Culture
• Economic development

brochures, content analysis, Egypt, tour operators, tourist image, UK tourist market

Περιέχει πίνακες και βιβλιογραφία, JEL Classification: L83, M1, O1