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Exploring the Impact of Tourist Green Marketing Mix on Purchase Intention \Applied on Luxor City\
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Journal Article
Exploring the Impact of Tourist Green Marketing Mix on Purchase Intention \Applied on Luxor City\
2024
Overview
The trend towards green marketing has grown among companies that wish to stay competitive in their respective industries, many organizations are making attempts to increase the environmental footprints of their business activities. The present study examines the impact of green marketing mix on purchase intention. The study data is collected using questionnaire that has completed by 410 tourists who visited Luxor. The results indicate that tourists' purchasing intentions are positively influenced by the green marketing mix and prefer it over the traditional mix. Finally, this study recommends switching to the use tourist green marketing mix in Luxor.
Publisher
جامعة مدينة السادات - كلية السياحة والفنادق
Subject
