Understanding the Role of University Social Responsibility in Destination Marketing

Cherouk Amr Yassin ()
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Cherouk Amr Yassin: College of Management and Technology, Arab Academy for Science Technology and Maritime Transport

A chapter in Uniting Marketing Efforts for the Common Good—A Challenge for the Fourth Sector, 2023, pp 261-277 from Springer

Abstract: Abstract This research aims to discuss the role of university social responsibility. A collaborative effort was done by professors and students during the pandemic crisis to counter the pandemic’s detrimental effects on the travel and tourism industry in twelve tourist Egyptian cities via social media campaigns. A quantitative research method was used to assess this project by collecting data from both students and page followers. The findings show that the university’s role during the pandemic cannot be neglected in using a proactive marketing campaign to promote tourism sites. Further study is needed on the implications of university social responsibility (USR) in revitalising destination marketing. In addition, a considerable learning effect of employing USR in student education leads to a new direction for marketing academics.

Keywords: Social media; Destination marketing; University social responsibility (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-29020-6_13

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DOI: 10.1007/978-3-031-29020-6_13

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