Product diversification in destinations: The Case of Aswan
Minia Journal of Tourism and Hospitality Research MJTHR
To stay ahead of the competition, proactive tourism destinations must constantly look for the diversification of the Tourism product. The traditional product life cycle theory indicates that typically a product will have an Scurve with stages of growth, maturity, saturation and decline in sales and profits. Thus depending on single tourism product is fragile for the tourist destination. According to shohdi (2012) Aswan is marked by the historical attractions, although it includes the different
... udes the different non historical attractions such as, Avitourim, fishing in the lake Nasser and health tourism. The creation of marketers should consist of using all the marketing tools and lead to the diversification of the tourism product. Therefore, the current study aims to identify the tourist awareness of the non-historical attractions of Aswan and evaluate the marketing efforts in regards to the diversification of Aswan tourism product in both private and public sector, furthermore, the study tried to highlight the different tourism attractions of Aswan Product. The Quantitative approach has been used in this research. 1000 paper questionnaires were administered with s sample of tourists visited Aswan to identify their awareness with regard to the non-historical attractions in Aswan. Findings of this study revealed that the tourists have no awareness about the non-historical sites of Aswan and the marketing efforts should be directed towards promoting the non-historical attractions of Aswan. The diversification the tourism product of Aswan is very important for the competitiveness tourism marketing for cities.