The Role of Online Media in Creating a Nation Branding for Egypt

Abstract

Nation branding is a practice that has been adopted by a number of countries where the techniques and concepts of branding products or services are applied to nations for the purpose of promoting them to their key stakeholders and identifying them among their competitors. Online media has been the carrier of nation brands across cultures. Egypt could benefit from the concept of nation branding to create a clear and distinctive image, built around cognitive and emotional qualities, and understood by diverse audiences.

Thisstudy - belonging to the descriptive research - aimed at understanding the role of online media in creating a nation branding for Egypt with a specific focus on the tourism dimension. It also aimed at examining the public opinion of non Egyptians on this dimension, and stand upon the practice and importance of nation branding to Egypt.The study provided in-depth understanding of the nation branding as a concept and practice. It has also shed the light on its importance to countries, and accordingly, on how it can benefit tourism in Egypt and the country at large. The researcher has employed diverse techniques to stand upon the study in question. The data collection has generated a wealth of insights onto the perception of non Egyptians of Egypt in general, and of it as a touristic destination in particular. The study has also shown that Egypt enjoys a significant brand image building on its reputation as a historical country.

The research employed two main theories: the Nation Branding Theory and the Customer-Based Brand Equity (CBBE) Model. These theories are core to the practice of nation branding. The Nation Branding Theory highlights the main dimensions of nation branding. Furthermore, the CBBE Model highlights the four key levels to create a successful brand. These theories work on two main axes: the concept of nation branding and the audience targeted by the nation branding and affected by online media.

The background data pertaining to the study was collected by conducting literature review explaining the history, development, practice, management, benefits, and challenges to nation branding. Secondary sources also showcased a number of studies conducted on the practice of nation branding in different countries. The primary research employed both qualitative and quantitative research techniques including content analysis, survey, and intensive interviews.

The content analysis was used to assess the role of online media in creating a nation branding for Egypt through the analysis of the type and nature of the content, the cognitive and emotional appeals that the messages included, the relation between the message elements, and the visual and verbal elements and features. The content analysis also helped assess the consistency and synchronization between different online media. It was conducted on a non probability purposive sample of two online media platforms, Experience Egypt Facebook page, the official page of the Egyptian Tourism Promotion Authority, and the official website of the Ministry of Tourism & Antiquities. The sample drawn was conducted on the posts published on the Facebook page and the news & events website menu during the months of July, August, September, and October 2021. The content analysis coding sheets were divided into sections covering the content type, nature, language, and appeal, as well as the visual, written, and verbal content, the content features, and content consistency and synchronization across the two platforms. A total of 145 content units were tabulated on the Facebook page, and 74 on the website.

The survey was used to identify the perception of non Egyptians of Egypt as a touristic country, the elements that affect their perception, the influence of tourism online marketing campaigns on them, and the effect of online media on Egypt's brand image among non Egyptians. It was conducted on a non probability purposive sample of 303 non Egyptian respondents. The survey was conducted online using Google Docs and posted during the period from 26 September 2021 until 11 November 2021 on online media platforms visited mostly by non Egyptians. The survey questions were divided into five sections. The first section aimed at testing the general perception of non Egyptians of Egypt, and the characteristics that shape their travel decisions. The second section aimed at testing the respondent's perception of Egypt as a touristic destination, the determinants of their travel choices, and their perception of the role of online media in tourism and nation branding. The third section involved media habits questions, the fourth involved lifestyle questions, and the fifth involved demographic questions.

The intensive interviews were used to stand upon the role of online media in creating a nation branding for Egypt, the role of the government and the management of nation branding, its importance for tourism in Egypt and the message framing that can create Egypt nation branding. They were conducted on a non probability snowball sample of 7 intervieweeswith capacities as tourism practitioners, investors, and administrators of online platforms. Two interviewswere conducted face-to-face, four over the telephone, and one via email. The intensive interview questions comprised 14 semi-structured questions divided into four sections. The first section aimed at understanding the general perception of the interviewees of Egypt as a touristic destination. The second section involved questions related to the tourism dimension of Egypt nation branding and attempting to understand the characteristics that formulate this brand, the government's branding efforts and management. The third section comprised questions related to tourism which mainly tackled Egypt's efforts in promoting tourism, and how the portrayal of Egypt helps attract tourists. The last section involved questions related to online media and how it promotes Egypt as a touristic destination, and the liaison between different platforms to create a nation branding for Egypt building on the tourism dimension.

The hypotheses of the study revolved around correlations between the content of the online media under study and the type, nature, and appeal of the content. It also related the visual, written, and verbal content, the branding features, and the consistency between different online vehicles with the creation of Egypt nation branding. The hypotheses also involved the correlation between Egypt's brand image and the knowledge and perception of non Egyptians of Egypt in general and as a touristic country in specific. They also involved looking at the correlation between being exposed to online media and how this affects the brand image and perception. Correlations were also drawn building on demographic characteristics and travel experiences.

The content analysis results showed that there was a variation of content units across the tabulation period of July 2021 through October 2021. In addition, most of the Facebook page content was campaigns executed as promotional videos and images, whereas the website content mainly comprised news releases and briefs, since the unit of analysis was the content of the news& events menu of the website. Moreover, the results showed that the emotional appeal was more prevailing within the content of the Facebook page, whereas the rational appeal was used the most on the website, again, being mainly a news-nature content. The majority of the visual and verbal content of the Facebook page depicted destinations within Egypt, and the same applied for the website, but was only preceded by depiction of public figures within the visual content. From a branding standpoint, there was consistency within the features and content of the campaigns on the Facebook page, but very little synchronization with the website content.

The survey results showed that the majority of respondents had a good perception of Egypt as a country and as a touristic destination, and that most of them were affected by informative marketing messages. The majority felt neutral about the quality and quantity of online portrayal of tourism in Egypt. Most of the respondents have not visited Experience Egypt Facebook page or the website of the Ministry of Tourism & Antiquities. Nevertheless, the majority of respondents still believed in the role of online media in creating a nation branding for Egypt.

The intensive interview results showed that most of the respondents praised Egypt's efforts in promoting tourism, while others thought there are still some practices that need to be put in place especially with regards to laws and regulations guiding the tourism industry in Egypt. The respondents mostly agreed that Egypt has an internationally-recognized brand, and that it receives more recognition with mega touristic events. They also emphasized the importance of online media, but did not overrule other promotional tools - including exhibitions and WOM.

The results have shown that some of the hypotheses were completely proven, while others were partially proven. Among the proven hypotheses were the ones related to the correlation between the exposure to online marketing campaigns on tourism in Egypt and Egypt nation branding, the correlation between the use of online media and Egypt's brand image, and the correlation between respondents' age and employment and Egypt's brand image. On the other hand, the correlation between the exposure to online media and Egypt nation branding, and the correlation between respondents' gender and nationality and Egypt's brand image were partially proven.

Based on the content analysis, survey, and intensive interview results and the hypotheses testing pertaining to the findings, the researcher was able to draw the final analysis building on five main themes that resonate with the research hypotheses, the theoretical framework, and the literature review, and tackling mainly the practice of nation branding in relation to the tourism dimension, stakeholders, message strategy, branding techniques, and online media.

Following this, the researcher drew some conclusions and made some recommendations for practitioners and research related to nation branding and tourism. Through the study, a number of elements pertaining to the message strategy that can best fit the cause of nation branding showcased themselves. The visual, written, and verbal content, the message appeals, and the nature of the content presented online are all significant tools in branding Egypt via online media. The researcher has concluded that there is an existing potential to employ the tourism dimension of nation branding via the use of online media. This can be done through the realization of potential target markets of external tourists, identifying their diverse needs, developing a message strategy the addresses these need, and using online media as a platform to build Egypt's nation branding. This study provides insight on key message strategies and elements that are used online to brand Egypt from a touristic standpoint. The study also presents an overview on the perception of non Egyptians of Egypt as a touristic destination, and the development leads that can potentially be adopted in this area. Finally, the tourism dimension can be the starting point from which Egypt can fly to wider parameters of nation branding, building on the grandiose of Egypt's history and the unraveling opportunities at hand today, and providing visionary limitless horizons for the future.