مدي توافق خدمات الضيافة مع احتياجات العميل الروسي

Faculty of Tourism and Hotel Management
Hotel Management Department

Matching Degree of Hospitality Services in Accordance to the
Russian Guest in the Red Sea Resorts
Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of
Doctor of Philosophy in Hotel Management

By

Hany Atef Kouzmal
B.Sc., Hotel Management, 2000
M.Sc., Hotel Management, 2009

Under the Supervision of

Prof. Dr. Ahmed Nour El-Din Elias
Professor, Hotel Management Department
Faculty of Tourism and Hotel Management, Helwan University

Prof. Dr. Dalia Mohammed Soliman
Professor, Tourism Studies Department

2013

1

Approval Sheet
Thesis Title: Matching Degree of Hospitality Services in Accordance to the
Russian Guest in the Red Sea Resorts
Name: Hany Atef Kouzmal
This thesis for the Degree of Doctor of Philosophy in Hotel Management
Department has been Approved by:
Prof. Dr. Ahmed Nour El-Din Elias
Professor, Hotel Management Department

Prof. Dr. Dalia Mohammed Soliman
Professor, Tourism Studies Department

Committee in Charge
Degree Conferred / / 2013

2

Dedication
I would like to dedicate this work to my dear wife
who has supported me all the way and has been a
great source of motivation with my deep love.

3

Acknowledgements
I would like to praise and thank ALLAH, the most Gracious, the Greatest and
The Most Merciful who gave us the ability to complete this work.
I would sincerely like to express my utmost gratitude to many people, without
whom this thesis would not have been possible to achieve. In particular, I would
like to express my gratitude to my supervisor Professor. Ahmed Nour EL-Din
Elias, Ex. Dean, Faculty of Tourism and Hotel Management, Helwan
University for his outstanding help and supervision throughout the research,
also for his patience, professional guidance, endless support and valuable input
continuing during this journey. I am very grateful to him, for giving me a lot of
his time, support and unlimited assistance.
I would like also to gratefully thank Professor. Dalia Mohammed Soliman,
Professor, Tourism Studies Department Faculty of Tourism and Hotel
Management, Helwan University for her cooperation and sympathy, also her
encouragement and kind remarks will always be remembered. Her directions
were a valuable guide in accomplishing this study. I sincerely appreciate her
efforts and patience over all the stages of the study.
I would like to thank DR. Sameh Gamal Saad, Lecturer; Hotel Management
Department, Faculty of Tourism and Hotel Management, Helwan University for
his outstanding help and support throughout the research.
I would like to express a lot of thanks to all Faculty of Tourism and Hotel
Management team, Helwan University for their wonderful help and support
throughout the research.
Sincere appreciation also goes to the managers of the investigated hotels and
travel agents for their support. They were so helpful during the field study, and
to my colleagues who contributed a lot of their time to this research.
Finally, I am deeply indebted to my parents and my dear wife to whom I
dedicate this work. They gave much of their time and efforts to facilitate for me
preparing this thesis for me words cannot give them their due.

4

Abstract
There is no doubt that tourism represents an important aspect of human activity
not only as one of the fastest growing sectors, but also because it has become an
important component of the economic structure of large number of countries.
The hospitality and tourism industry is the largest and fastest growing industry
in the world. One of the most exciting aspects of this industry is that it is made
up of so many different professions. Tourism means the business of providing
services such as transportation, accommodation, food and beverage services,
and entertainment for people who move from one location to another to change
the routine of everyday life.
This research aims to study the Russian market requirements for hospitality
services which a view to increasing the Russian guest satisfaction and
increasing the number of Russian travellers to Egypt. The literature review
covers three main points, the first of which is how far the hospitality services
appeal to the Russian guest. The second part focuses on trying to understand
guest perception, satisfaction and loyalty. The third part focuses on trying to
understand Russian guests' characteristics and needs. The field study is
accomplished through survey and self- administered questionnaire, which
includes some attributes that may influence guests’ choices and Russian guest
expectations and perceptions regarding hospitality services in the Red Sea. The
results show the characteristics of Russian guests, as well as their needs and
requirements, and Russian guest expectations and perceptions concerning
hospitality services.
A major contribution of this study is the development of models for resort
managers to better meet the Russian needs and requirements in regard to
hospitality services in order to achieve and exceed guest satisfaction and
profitability.

5

Table of Contents

Approval Sheet

i

Dedication

ii

Acknowledgements

iii

Abstract

iv

Table of Contents

v

List of Tables

xi

List of Figures

xiii

List of Abbreviations

xiv

CHAPTER ONE: INTRODUCTION

1.1 Background and Overview of the Study

1

1.2 The Research Importance

6

1.3 The Research Aim and Objectives

12

1.4 The Research Questions

13

1.5 The Research Limitation

13

1.6 Thesis Structure

14
Continued

6

Table of Contents (Continued )

CHAPTER TWO: REVIEW OF LITERATURE

2.1 Matching Degree of Hospitality Services in Accordance to the Russian
Guest
2.1.1 Requirements of Russian Guest in Terms of Hospitality

15

Services
2.1.2 Hospitality Services Offered in the Resorts

17

2.1.3 Accommodation Services in Resorts

22

2.1.4 Food and Beverages Services in Resorts

23

2.1.5 Recreational Services in Resorts

24

2.1.6 Hospitality Services Delivered in the Red Sea Resorts

25

2.2 Guest Behaviour, Expectations, Satisfaction and Loyalty
2.2.1 Guest Behaviour

28

2.2.2 Guest Requirements

30

2.2.3 Guest Expectations

31

2.2.4 Guest Perception

33

2.2.5 Guest Satisfaction

34

2.2.6 Guest Loyalty

35

2.2.7 Discrepancy between Guest Expectations and Perceptions

37

2.2.8 Relation between Guest Satisfaction and Loyalty

38
Continued

7

Table of Contents (Continued )

2.3 An Overview of Russian Market
2.3.1 Market Segmentation

39

2.3.2 Russian Market Characteristics

40

2.3.3 Russian Tourism Demand in Egypt

43

2.3.4 The Relations between Egypt and Russia

49

2.3.5 Russian Guests' Characteristics and Requirements

50

2.3.5.1 The Geography of Russia

52

2.3.5.2 General Information about Russia

54

2.3.5.3 Russian Characteristics

54

2.3.5.4 Russian Famous Souvenirs

55

2.3.5.5 Russian Famous Regional Food and beverages

57

2.3.6 Types of Tourism in Russia

59

CHAPTER THREE: RESEARCH APPROACH AND METHODOLOGY
3.1 Research Method
3.1.1 Secondary Data

60

3.1.2 Primary Data and Research Instrument

61

3.1.2.1. Survey Study

62

3.1.2.2 Questionnaire Pre-testing

62

3.1.2.3 Questionnaire Design

62

3.1.2.4 Semi-structured Interviews

64

3.1.2.5 Interviews Design

65

3.2 Research Population and Sampling Techniques

66

3.3 Pilot Study

69
Continued
8

Table of Contents (Continued)
3.4 Data Analysis

70

3.5 Validity and Reliability of the Scale

71

3.5.1 Validity

71

3.5.2 Reliability

72

CHAPTER FOUR: RESULTS AND DISCUSSION

4.1 The Survey Study Results

75

4.2 Descriptive Analysis of Questionnaire

78

4.3 Ranking Hospitality Services in Accordance to the

107

Russian Guests Expectations in the Red Sea Resorts
4.4 Ranking Hospitality Services in Accordance to the

111

Russian Guest’s Perception in the Red Sea Resorts
4.5 Comparison between Five and Four Star Resorts

115

4.6 Semi-Structured Interviews

125

4.7 Ranking Hospitality Services in regard to the Managers’

150

Perception of Guests’ Expectations Regarding Hospitality
Services
4.8 Analyses Gaps One and Five

154

4.9 General Findings

158

4.10 The Process of Developing Models

164

4.10.1 The Russian Guests’ Preferences from the Hospitality

165

Services Model.
4.10.2 A Model of the Hospitality Gaps

168

Continued
9

Table of Contents (continued)
4.10.3 The Russian Guests’ Cycle Model.

170

4.10.4 Guests’ Satisfaction Harmony Model

173

4.10.5 A Good Practice Model for Resort Managers to Enhance

178

the Russian Guest’s Satisfaction and Profitability
4.10.6 Setting a Strategy for the Russian Tourism Flow versus

182

Hospitality Services Changeable Positions Model

4.11 Summary

186

CHAPTER FIVE: SUMMARY AND RECOMMENDATIONS

5.1 Review of Study Aims

187

5.2 Recommendations

189

5.3 Recommendations for Further Researches

198

5.4. Personal Reflections

199

REFERENCES

200

APPENDICES

Continued

10

Table of Contents (Continued)

Appendix A: Questionnaire Form
Appendix A1 English Version of Questionnaire Form

220

Appendix A2 Russian Version of Questionnaire Form

225

Appendix B: Interview Form

230

Appendix C: Database

235

ARABIC SUMMARY

11

List of Tables
Table

Title

Page

Table 1.1 Gaps Details
4
Table 1.2 Tourism Indicators (Tourist - Tourism Nights - Income)
6
for the (Year 2010) Compared with (2009)
Table 1.3 Primary Ten Markets for Incoming Tourism to Egypt
9
through the Year of (2007) Compared with (2008)
Table 1.4 The Russian Association of Travel Agencies Report the
10
Export Tourism Directions from 2006 to 2010
Table 2.1 Breakdown of Hotels and Tourist Villages Capacity By
27
Governorates Areas (2009)
Table 2.2 Top 20 Countries with the Highest Number of Internet
41
Users
Table 2.3 Russian Federation Tourist Arrival to Egypt and Tourism
43
Night during the Period (2002-2009)
Table 2.4 Tourism Nights for All the Regions during the Period
44
from (2006 to 2009)
Table 2.5 Tourist Numbers from All the Regions during (2006 to
46
2009)
Table 2.6 Primary Ten Markets in Accordance to Number of
47
Tourists (2010)
Table 2.7 Primary Ten Markets in Accordance to Tourism Nights
48
(2010)
Table 2.8 General Information about Russia
52
Table 2.9 Russian Famous Souvenirs
55
Table 2.10 Russian Famous Regional F&Bs
57
Table 3.1 A Summary of the Research Samples
68
Table 4.1 The Investigated Resorts
76
Table 4.2 Number of Guest Questionnaire forms Distributed to
80
Each
Resort in the Investigated Destinations
Table 4.3 The RG Preferences to Visit the RS
83
Table 4.4 Guest Preferences Regarding Food Kinds
84
Table 4.5 Guest Preferences Regarding Types of Cuisine
85
Table 4.6 Guest Preferences Regarding Kinds of Beverages
86
Table 4.7 Guest preferences regarding Kinds of Entertainment
87
Shows
Continued

12

List of Tables (Continued)
Table 4.8 Expectations versus Perception Concerning the HSs
offered to RGs in the RSRs
Table 4.9 Guest Perception
Table 4.10 Respondent’s Demographic Data Analysis
Table 4.11 Ranking HSs in Accordance to the RG’s Expectations in
the RSRs

91
102
103
108

Table 4.12 Ranking HSs in Accordance to the RG Perception in the
RSRs

112

Table 4.13 A Summary of the Mann-Whitney U Test Between The
Four and Five Star Resorts in Terms Of Guest
Expectations Regarding HSs

115

Table 4.14 A Summary of the Mann-Whitney U Test Between The
Five and Four Star Resorts in Terms of Guest Perception
Regarding HSs

120

Table 4.15 Guest Expectations versus Management Perceptions in
Regards of HSs

135

Table 4.16 Ranking HSs in Reference to Managers’ Perception of the
RG’s Expectations in the RSRs

151

Table 4.17 Gaps one the Positioning Gap and Gap five the
Perception Gap

155

Table 4.18 The RG Preferences Model
Table 4.19 A Model of the Hospitality Gaps (Gap one: the
Positioning Gap and Gap Five: the Perception Gap)

166
168

Table 4.20 The RG’s Cycle Model
Table 4.21 The Guests’ Satisfaction Harmony Model
Table 4.22 A Good Practice Model for Resorts Managers to Enhance
the RG’s Satisfaction and Profitability

171
175
180

Table 4.23 Application of Strategies in the Russian Tourism
Changeable Market Compared to HSs Changeable
Situations.

185

13

List Of Figure
Figure
Figure 1.1
Figure 1.2
Figure 1.3
Figure 2.1
Figure 2.2
Figure 2.3
Figure 2.4
Figure 2.5
Figure 2.6
Figure 2.7
Figure 2.8
Figure 2.9
Figure 3.1
Figure 4.1
Figure 4.2
Figure 4.3
Figure 4.4
Figure 4.5
Figure 5.1

Title
Tourist Number for the Year 2010 Compared with (2009)
Tourism Nights for the Year 2010 Compared with (2009)
Percentage of Export Tourism to Egypt from Total Tourist
Capacity of the RS and South Sinai Average from the
Total of the Hotels and Tourist Villages’ Capacity (2009)
Top 10 Internet Users First Quarter 2012 with Highest
Number of Users in Millions
Russian Federation Tourism Nights to Egypt during the
Period (2002-2009)
Russian Federation Tourist Arrive to Egypt during the
Period (2002-2009)
Ttourism Nights from Russia Compared to All the
Regions during (2006 to 2009)
Tourist Number from Russia Compared to All the
Regions During ( 6002to 2009)
Percentage of the Russian Market of the Total Number of
Tourists (2010)
Tourism Nights (2010)
Map of Russia
Primary Data
The RG,s Preferences
The RG’s Cycle Model
The Guests’ Satisfaction Harmony Model
The Guests’ Satisfaction Harmony Model Applications
A Good Practice Model for Resorts Managers to Enhance
RG's Satisfaction and Profitability
The Summary of the Theoretical and Practical Objectives

14

Page
7
7
11
27
42
43
44
45
46
48
49
51
61
89
172
176
177
181
188

List of Abbreviations
To achieve the clarification in this study, the following abbreviations are
defined for better understanding. These abbreviations are as follows:
AI
ATOR
B&Bs
CIA
CDWS
CTE
ECTC
ECTE
EHA
ETAA
ETF
FB
F&B
GCCs
HB
HSs
ISO
MFA
RATA
RG
RS
RSRs
RT
SERVQUAL
SIS
SPSS
TV
UK
UNWTO
USA
USSR
UWIC
WEB

All-Inclusive
Daily travel and tourism news portal for the international
travel trade market since 1999
Bed And Breakfast
Central Intelligence Agency
Chamber of Diving and Water Sports
Chamber of Tourism Establishments
Egyptian Chamber of Tourists Commodities
Egyptian Chamber of Tourist Establishments
Egyptian Hotel Association
Egyptian Travel Agents Association
Egyptian Tourism Federation
Full Board
Food and Beverage
Guest Comment Cards
Half Board
Hospitality Services
International Organization for Standardization
Ministry of Forign Affairs
Russian Association of Travel Agencies
Russian guest
Red Sea
Red Sea Resorts
Russia Today
Service Quality (A Multiple Item Scale for Measuring
Consumer Perceptions of Service Quality)
Egyptian State Information Service
Statistical Package for Social Sciences
Television
United Kingdom
United Nation World Tourism Organization
United States of America
Union of Soviet Socialist Republics
University of Wales Institute, Cardiff
An Evaluation of the World Wide Web

15

CHAPTER ONE: INTRODUCTION
1.1 Background and Overview of the Study
Tourism is one of the most remarkable success stories of modern times.
The industry, which began on a massive scale only in the 1960s, has grown
rapidly and steadily for the past 30 years in terms of the income it generates and
the number of people who travel abroad (William, 2005). Tourism has become
an integral component of lifestyle and it has also become a major component of
the economic success of almost all countries (Kandampully, 2000). Meanwhile,
Weaver and Lawton (2006) argued that tourism is most often associated with
people who are on holiday. Also, it is considered as one of the leisure activity
forms that take place away from home and place of work. The Russian market is
assuming to play a vital role in the Egyptian tourism industry.
Dittmer and Griffin (1997) stated that the word of hospitality is derived
from the Latin word hospitare, meaning to “receive as a guest”. Several related
words came from the same source, including hospital, hospice, and hostel. In
each of these terms, the principal meaning focuses on a host who receives,
welcomes, and caters to the requirements of people who are temporarily away
from their homes. These requirements of a guest have been food, beverage, and
lodging. Moreover, the hospitality industry is made up of two different services
as pointed out by Jones (2002) these services are overnight accommodation for
people staying away from home and sustenance for people eating away from
home. Both of these services meet very basic guest needs and requirements
which are the need to sleep and to eat as well. While Abraham (2009) stated that
the hospitality industry is an industry that is made up of businesses that provide
accommodation, F&B and meetings to tourists.
Moreover Brey (2009) reported that a full-service lodging facility
provides access to or offers a range of amenities and recreation facilities to
emphasize a leisure experience. Resorts serve as the primary provider of the
guests’ experience, often provide services for business or meetings, and are
characteristically located in vacation-oriented settings. In addition, Powers and
Barrows (2006) added that the hospitality industry today has been recognized as
a universal industry; with procedures and guests spread over most of world.

16

Hospitality industry classified into three main segments which are:
accommodation services, F&B services and leisure and recreation activities.
Williams (2006) pointed that the tourism and hospitality industry has
become a major economic activity through the use of leisure time. The
importance of tourism to the hospitality industry is clear. This is because some
parts of the industry such as resorts receive almost all of their sales from guests
(Powers and Barrows, 2006). Moreover Abraham (2009) stated that the tourism
and hospitality business are neither identical nor interchangeable. While tourism
is comprised of many goods and services that are produced by hospitality
enterprises, these hospitality businesses also provide goods and services to non
tourists (local residents and non-tourist travellers) as well.
Parasuraman et al. (1985) stated that service quality is a function of prepurchase guest expectations, perceived process quality and perceived output
quality. SERVQUAL is a service quality measurement model that has been
extensively applied. The SERVQUAL model was developed by Parasuraman,
Zeithaml and Berry (1985). Wisniewski (2001) argue that, with minor
modification, SERVQUAL can be adapted to any service organization, and that
information on service quality gaps can help administrators to make a judgment
where performance development can be targeted. Zeithaml, Berry and
Parasuraman (1993) in Mehta, Lobo and Khong (2002) propose that a “gap”
known as the zone of tolerance exists between desired and adequate service, and
is subjected to changes by factors affecting both desired and adequate service
expectations (Parasuraman et al., 1988, 1991). Moolla et al. (2001) argues that
satisfaction is related to a service encounter, whereas service quality relates to
the superiority of service. This gap is as a measure of service quality rather than
a measure of satisfaction on the basis of the nature of expectations included and
the timing involved.
The SERVQUAL model as stated by Parasuraman et al. (1985) identifies
main five gaps related to managerial perceptions of service quality and tasks
related to service delivery to customers. Four of these gaps (Gap 1, Gap 2, Gap
3, and Gap 4) are focused on the way in which service is delivered; while, Gap
5 is related to the guests’ expectations against perceptions (Table 1.1). The
following paragraphs explain each gap in details as follows:

17

Gap 1 (the positioning gap): Guests’ expectations versus management
perceptions.
“Management does not understand how the Service should be
designed and what support or secondary services the guest requires,
i.e. what the right quality for the guest is”, (Moolla and du Plessis,
2001:3). This gap is the result of lack of a marketing research and
poor communication (Shahin, 2004).
Gap 2 (the specification gap): Management perceptions versus service
specification.
“Often in an attempt to reduce costs, management places internal
restrictions on how a service is to be performed, restrictions which
deprive the staff of the opportunity to meet the guest’s expectations”,
(Moolla et al., 2001:3).
This gap is the result of the poor service quality, a perception of unfeasibility,
inadequate task standardisation as well as an absence of goal setting (Shahin,
2004).
Gap 3 (the delivery gap): Service specification versus service delivery.
“Even if the quality of service is carefully specified in a company, the
result in practice may be different from what was intended. Service
quality is difficult to standardize since it is often dependent on
personal contact between the guest and company staff”, (Moolla et
al., 2001:3).
The reason for this gap is the result of the role of uncertainty and conflict; poor
employee level and poor technology; unsuitable administrative control system;
lack of control and lack of teamwork (Shahin, 2004).
Gap 4 (the communication gap): Service delivery versus external
communication.
“It is important not to promise the guest more than the company can
deliver. At the same time, it is important for the company to inform
18

guests about the efforts being made to elevate the quality, which
would otherwise not be visible to the guest”, (Moolla et al., 2001:3).
This is because of poor level of communications and prop overpromise (Shahin,
2004). Another reason for this gap is when the promises do not match the
guests’ expectations (Douglas and Connor, 2003).
Gap 5 (the perception gap): The discrepancy between the guests’
expectations and their perceptions of the service delivered.
“This is the most crucial gap. This gap is a function of other gaps: i.e.
Gap 5 = f (gaps 1, 2, 3, and 4). It is this gap that Parasuraman et al.
(1985) seek to measure using the SERVQUAL instrument”, (Moolla et
al., 2001:3).
As a result of the influences exerted from the guest side and the gaps on the part
of the service provider. In this case, the guests’ expectations are influenced by
(1) Personal requirements, (2) word of mouth recommendation and (3) past
service experiences (Shahin, 2004).

19

Table 1.1: Gaps Details
The Gap Number

Between
First Part

Gap 1

Guest
expectations

Raison
Remarks
Versus

Management
perceptions

lack of a marketing research
orientation; poor communication
and too many level of management

Positioning Gap
Gap 2
Specification Gap

Gap 3

Management
perceptions

Service
specification

Service
specification

Service delivery

Delivery Gap

Gap 4

Service
delivery

External
communication

Communication
Gap

Gap 5
Perception Gap

Guest
expectations
of the service
delivered

Guest
perceptions of
the service
delivered

poor commitment to service
quality,
a
perception
of
unfeasibility,
poor
task
standardisation and absence goal
This gap is the result of the role of
ambiguity and conflict; poor
employee and poor technology;
unsuitable supervisory control
system; lack of control and lack of
teamwork.
Poor level of communications and
overpromise. Another reason for
this gap is when the promises
communicated by the business to
guests do not match the guests’
expectations.
As a result of the influences
exerted from the guest side and the
gaps on the part of the service
provider. In this case, the guests’
expectations are influenced by the
extent of personal requirements,
word of mouth advice and past
service experiences.

Adapted from Douglas and Connor. (2003) and Shahin. (2004).

20

Application of SERVQUAL:
The SERVQUAL model can be used in a many situations evaluating
quality of service such as:
 Allowing the service manager to assess current service quality and
quantify gaps that exists. (Wisniewski, 2001a).
 Understanding of the broad areas where guests have particularly high or
low expectations and an assessment of where there may be relatively large
gaps (Wisniewski, 2001a).
 Allowing focus on particular problem areas through a breakdown of a
dimension into its constituent statements (Wisniewski, 2001 a).
 Comparing different guest groups, where guests will have varying
requirements and who do not use services in exactly the same way
(Wisniewski, 2001b).
 Comparing different parts of the same service on a geographical basis
(Wisniewski, 2001b).
 Comparing different parts of the service: Gap analysis also allows
comparisons to be made across different parts of the same service on a
geographical basis, so that comparison of expectations of guests within
each area becomes possible; so does the classification of similar, or
different, service quality gaps across areas, (Wisniewski, 2001b).
 Measuring the gap between expected service levels and perceived service
levels as an ultimate solution “to better measure service quality rather
than performance” (Kolb, 2005: 1).

In this study, gaps model will be used to determine the relationship between
Russian guest (RG) requirements and hospitality services (HSs) offered in the
Red Sea resorts (RSRs) through discrepancy between guests’ expectations
versus management perceptions and the discrepancy between the guests’
expectations and their perception of the service in order to meet guest
requirements and to achieve guest satisfaction as well. This chapter briefly
reflects the study in sections from the background and overview of the study to
research problem, aim, objectives, limitation, and finally thesis structure.

21

1.2 The Research Importance
Tourism is the largest and fastest growing industry overall the world and
it is widely regarded as a growth vehicle which able to generate more income as
international tourism becomes a global trend and its volume increases rapidly,
tourism industry occupies an advanced rank on the international level among
the important income-generating industries and will remain so in the future
because of its great economic importance in the balance of payments for
different countries , the increase of foreign exchange earnings as well as
providing job opportunities in different fields (Theobald, 2004, *Ayman Munir,
2007, and *Ezat, 2009 ). Moreover (Table 1.2) the * the ministry of Tourism
(2010d) stated a report of the tourism indicators (Tourist – Tourism nights –
Income) for the year 2010 Compared with 2009 (see Figure 1.1, and 1.2).

Table 1.2: The Tourism Indicators (Tourist – Tourism Nights – Income) for the Year
(2010) Compared with (2009)
Tourism Indicator
2010
2009
Deference
Deference %
Russian Tourist Number

2855723

2035330

820393

40.3%

Total Tourist Number

14730813

12535885

2194928

17.5%

19.4 %

16.2 %

Russian Nights

25037045

17917730

7119315

39.7%

Tourism Nights

147385089

126533535

20851554

16.5%

17 %

14.2 %

Percentage from the Total (%)

Percentage from the Total (%)

Adopted from *The ministry of Tourism, (2010d)

________________________
* In Arabic

22

16000000
14000000
12000000
10000000

Russian Tourist Number

8000000

Total Tourist Number

6000000
4000000

19.4 %

16.2 %

Linear (Russian Tourist
Number)

2000000
0

Tourist Number (2009)

Tourist Number (2010)

Figure 1.1: Tourist Number for the Year (2010) Compared with (2009)

160000000
140000000
120000000
100000000
80000000

Russian Nights

60000000

Total Tourism Nights

40000000
20000000

14.2 %

Linear (Total Tourism Nights)

17 %

0
Tourism Nights (2009) Tourism Nights (2010)

Figure 1.2: Tourist Nights for the Year (2010) Compared with (2009)

23

Understanding cultural differences and similarities provides destinations
marketers in a host country with strategic policies upon which any planning and
marketing efforts should be grounded. Moreover the tourism destinations itself
is a core part of the tourism product, and each destination possessed an image
that differentiates it from others. Diverse literature on travel behaviour research
has supported the proposition that the destination image plays a significant role
in travellers’ destination behaviour (Lee and Lee, 2009). Understanding the
different segments of guests and their behavior may be especially important
because some market segments are stronger destination advocates than others
and some travel segments are more influenced by word of mouth than others
(Pritchard et al. 1998; Penny and Judy 2008). For that the research will be
focused on the Russian market.
Wei-Chia (2003) stated that operations have to recognize and understand
the requirements of the guests in order to survive. In terms of the importance of
leisure as one of the major RG purposes today, Lee and Tideswell (2005)
declared that leisure and recreation have a positive influence on the lives of the
majority of people and in particular their satisfaction with life. They also added
that the interests and desires of the majority of people are satisfied today
through leisure and recreation activities. Moreover each culture contains smaller
subculture groups of people with shared value systems based on common
experiences and situation. People within a given level tend to present the similar
behaviour, including buying behaviour (Kotler, 2001; Wei-Chia, 2003). This
means that the hospitality providers should meet the requirements of this
segment of the RG in order to achieve their satisfaction. Therefore, the
researcher will be focused in this study on the RG requirements and
satisfactions. To achieve the aim of this study which is matching degree of HSs
offered in accordance to the RG requirements in the RSRs.

24

According to the forecast of the United Nation World Tourism
Organization (UNWTO), Russia will hold the tenth position of the major
exporting country of tourism (about 30 million guests) in year 2020. The
Russian market is assuming to play a vital role in the Egyptian tourism industry.
There is increase from eleven thousand visitors in the 1990 up to one and half
million visitors in the 2007 to hold the first destination for the tourism in Egypt
by 11% of total imported tourism to Egypt (*The ministry of Tourism, 2007).
Moreover (Table 1.3) The ministry of Tourism stated a report of the primary ten
markets for incoming tourism to Egypt through the year of 2007 compared with
2008.

Table 1.3: Primary Ten Markets for Incoming Tourism to Egypt through the Year
of (2007) Compared with (2008 )
2007
2008
Country
Number of
%
Country
Number of
NO.
tourists
tourists
1.

Russia

1,516,561

2.
3.

Germany
United Kingdom

1,085,930
1,055,012

4.
5.
6.
7.
8.
9.
10.

Italy
France
Libya
Saudi Arabia
Ukraine
Poland
The United
States
Total The Primary Ten
Markets
Total Incoming Tourism
Percentage of Russia from
Total Incoming Tourism

21.9% Russia

%

6,923,478

22.3%

15.7% Germany
1,202,509
15.2% United
1,201,859
Kingdom
14.2% Italy
1,073,159
6.7% Poland
598,928
6.3% France
586,861
6.0% Ukraine
506,453
5.2% Libya
481,548
4.8% Saudi Arabia
402,287
3.9% The United
319,112
States
100%
8,198,028

983,293
464,239
439,469
412,466
358,969
335,016
272,523

1,825,312

14.7 %
14.7 %

11,090,863

12,835,351

13.7%

14.2%

Adapted from * The ministry of Tourism, (2009).

__________________
* In Arabic
25

13.1 %
7.3 %
7.2 %
6.2 %
5.9 %
4.9 %
3.9 %
100%

In addition RATA, (2011) The Russian Association of Travel Agencies
stated a report about the export tourism directions from (2006 to 2010) pointed
out that Egypt is the second destination for the RG through the period 2006 to
2010 and shows that there is a continued growth in the export tourism from
Russia to Egypt achieve 2198.3 guest in year 2010 with a percentage of 17.4%
from total export tourism (Table 1.4 and Figure 1.3).
Table 1.4: The Russian Association of Travel Agencies Report about the
Export Tourism Directions from (2006 to 2010)
NO
Country
2006
2007
2008
2009
1.
Turkey
1475.6 1923.4 2212.8 1966.7
2.

1255.4

1426.7

Egypt

902.8

3.
China
4.
Finland
5.
Germany
6.
Thailand
7.
Italy
8.
Spain
9.
Greece
10.
UAE
11.
Czech Republic
12.
Bulgaria
13.
Cyprus
14.
France
15.
Ukraine
16.
Israel
17.
Tunisia
18.
Montenegro
19.
Austria
20.
Switzerland
Total Tourist Departures

1307
562.6
225.7
144.8
245.8
246.1
198.8
173.9
136.2
148.3
113.1
138.6
511.7
23.7
93.0
65.8
53.4
44.4
7752.8

1651.7 2059.3
657.1
666.9
231.3
330.3
232.2
258.8
334.1
398.1
318.6
365.4
244
349.2
207.2
228.1
178
227.0
173.1
207.5
150.5
172.4
170.7
229.2
249.1
309.8
45.3
98.7
129.7
149.0
66.5
84.6
767
102.1
57.6
83.0
9369.0 11313.7

999.2 1440.4
556.3
709.0
363.3
470.7
233.1
464.8
336.1
451.5
296.3
411.4
282.3
386.7
214.3
286.9
213.9
267.5
207.4
263.2
155.1
234.3
200.1
222.7
219.5
205.4
134.7
184.8
123.2
180.1
108.1
143.3
96.6
135.5
106.4
123.3
9555.2 12605.0

The Percentage of Export Tourism
to Egypt from Total Tourism

11.7%

13%

17%

12.6%

1615.4

2010
2367.6

Adopted from the Russian Association of Travel Agencies (RATA), (2011).

26

2198.3

17.4%

14000
12000

Egypt

10000

Total tourist departures

8000
6000
4000
2000

11.7%

13%

12.6%

17%

17.4%

0
2006

2007

2008

2009

2010

Figure 1.3: Percentage of Export Tourism to Egypt from Total Tourist
Adopted from (RATA) the Russian Association of Travel Agencies, (2011)

The top three in absolute numbers didn’t change at all – Turkey, Egypt
and China. After 2011 Egypt is likely to fall back sacrificing the growing tourist
inflow from Russia to the revolution. Just a few steps were keeping Egypt from
taking over Turkey’s first place. Both countries put on, but Egypt added 36%
(17th place in terms of growth rate), while Turkey added only 20.4% (36 th
place). Here are some other interesting figures: comparing to successful 2008
Turkey showed 7% increase in 2010, Egypt – 36%. As a result Egypt almost
caught up with Turkey, losing a bit more than one hundred and sixty nine
thousand. Compare these figures: in 2008 the difference between the numbers
of arrivals from Russia was more than seven hundred and eighty six thousand,
in 2009 –three hundred and fifty one thousand.
The total number of departures from Russia for various purposes was
39,323,000 – 14% more compared to 2009 (RATA, 2011).

27

1.3 The Research Aim and Objectives
The overall aim of this study is matching degree of HSs offered in
accordance to the RG requirements in the RSRs, to develop suggested practice
models in order to increase the RG satisfaction and maximizing profitability.
This aim will be achieved through the following objectives:
1) Undertake a critical literature review on matching degree of HSs in
accordance to the RG, and studding the RG behaviour, expectations,
satisfaction and loyalty, as well as Russian market overview.
2) Assess the magnitude of the RG in the Red Sea (RS) destinations through
Survey study for a sample of the RSRs to find out the percentage of RG
and the size of Russian market segment as well as to find out which meal
plan applies the most to the RG.
3) Investigate guest preferences, expectations, and perceptions regarding
HSs offered in a sample of five and four star resorts in Sharm El Sheikh,
and Hurghada.
4) Investigate managers’ perceptions towards the RG expectations regarding
HSs in a sample of five and four star resorts in Sharm El Sheikh, and
Hurghada.
5) Developing suggested practice models regarding of the RG preferences
from HSs, the hospitality gaps, the RG cycle, and for the resort managers
regarding the RG preferences and requirements from HSs in order to
increase the RG satisfaction.
6) Develop a set of recommendations to improve internal and external guest
satisfaction and maximizing the profit.

28

1.4 The Research Questions
To achieve the main aim and objectives of this study the research investigates
set to answer these questions:
1.
2.
3.
4.
5.
6.
7.
8.

What are the RG behaviour and attitude?
What are the affective factors in the RSRs that attract the RG?
What are the RG requirements from HSs?
What are the perceptions of the hospitality managers in terms of the
requirements of RG from HSs?
What is the matching degree of HSs in accordance to the RG in the
RSRs?
What is the level of satisfaction of the RG toward HSs offered in the
RSRs?
How the resort managers meet the requirements of RG?
What are the strategies to achieve the RG satisfaction and maximize the
Russian market share in Egypt?

1.5 The Research Limitation
The study originates matching degree of HSs in accordance to the RG.
Indubitably, it was difficult to assess most of the RSRs due to, costs, time
involved, and the accessibility to these resorts. For these reasons, the ones
which were investigated at were limited to forty samples from Sharm El Sheikh
Resorts, as well as forty from the famous Hurgada Resorts. The research was
inspected at the ministry of Tourism and Russian Impasse to collect historical
data about the RG.

29

1.6 Thesis Structure
This study is divided into five chapters. The first chapter is the
Introduction which provides the basic framework of the study. Its components
include: an overview of the study, the research importance, the research aim and
objectives, the research questions, research limitation, and the structure of the
study.
The second chapter is entitled “The literature review”, which provides a
theoretical framework of the study. It includes matching degree of HSs in
accordance to the RG, guest perception, satisfaction and loyalty, Russian
market.
The third chapter is concerned with study methodology. It illustrates the
instrument used to achieve the research aims, the population and sample size, as
well as the methods used to analyze the collected data.
The fourth chapter includes the results and discussions of questionnaire
and the semi-structured interviews in order to identify the RGs’ requirements
for HSs in a sample of four and five star resorts in Sharm El Sheikh and
Hurgada. Moreover, it provides a descriptive analysis of the questionnaire by
using weighted average, gap analysis and Statistical Package for Social
Sciences (SPSS) version 16. The chapter ends with developing models for resort
managers in order to better meet the RGs’ requirements and requirements to
increase the RG satisfaction and maximize the profit for HSs in Egypt.
The fifth chapter is entitled conclusion, summary, and recommendations.
It provides the recommendations of the study based on the guests’ and
managers’ perspectives regarding HSs.

30



2.1 Matching Degree of Hospitality Services in Accordance
to the Russian Guest
2.1.1 Requirements of Russian Guest in Terms of Hospitality
Services
Lewis (1985) noted that quality, security and image were perceived as
important factors in affecting accommodation choice. Leisure guests were more
concerned with quietness, service quality and location. Moreover, Knutson
(1988) suggested some consistent criteria apply across different classes of
resorts, such as cleanliness, location, and a safe as well as secure environment.
Simon (2004) stated that there is an increase in family travel. Now children are
travelling with their parents more than ever. Visiting a resort for a family
vacation is certainly appropriate. There is also travel with grandparents, parents,
and children all vacationing together. Resorts need to be equipped to serve all
markets.

Guest Requirements Elements are:
 Ambiance or resort feel.
 Lodging features/amenities.
 Guest service quality.
 Cost of stay given value.
 Property condition/physical characteristics.
 Resort information accuracy.
 Resort’s reputation.
 Geographic location.
 F&B services.
 Surrounding community.
 Outdoor recreation.
 Indoor recreation
 Having diverse activities or options for everyone.
31


 Entertainment activities.
 Well-being-related services.
 Family services.
 Technology availability.
 Business services.
While all together provide an insight into the importance positioned on other
secondary resort elements such as shopping outlets, guest service personnel,
and information technology resources (Fallon and Schofield , 2003; Brey et
al ., 2008 ).
The RG Requirements
1. Many Russians prefer to spend their leisure time in exercise sports such
as football games, which have a large audience as well as ice hockey,
tennis, skiing, and golf.
2. Russians love and enjoy television (TV) channels especially the first and
second Russian national channels have high watching rate.
3. There is also a national mania by cinema, where the citizens attend the
cinema in large numbers.
4. The Russians also like reading as it was noted that the average Russian
read books three times as much as the Americans (Michell, 1998, and
*Elias, 2002).
Russian cuisine is one of the most popular and widely spread in the world.
Russian cuisine is healthy, delicious and taste beautiful. Russian dishes are easy
to cook and they do not demand much skill and special ingredients, they do not
need exotic equipment and tool and everybody who knows how to hold a
cooking knife and how to peel potatoes can cook most delicious Russian dishes
such as Plemeni, Borcht, and Russian salad, and from dessert ice cream (*Elias,
2002, and Russian crafts, 6006).
___________________
*In Arabic

32


2.1.2 Hospitality Services Offered in the Resorts
The hospitality industry is built in the relationship between hosts and
guests, which has existed since the first human societies. The relationship is
defined in terms of honour and respect. It is an honour for someone to visit you.
Moreover, as a good host, you treat your guest with respect and offer him
comfort, security and entertainment (Clarke and Chen, 2007). Powers (1995)
defined resorts as a destinations property which invites a guest to spend a week
or more and provides the wide leisure facilities a vacationer expects. Some
destinations resorts offer a mix of activities suited to the sports enthusiast.
Moreover, Powers and Barrows (2003) stated those resorts are resorts located in
a pleasing location and have 200 to 500 guest rooms. Resorts provide a wideranging selection of recreational services, depending on the geographical
location. A variety of F&B outlets are available, ranging from casual to finedining restaurants. Many resorts are located in remote locations.
Moreover, Dharmaraj (2004) added that the resort provide special
services to the visitors. The type of services and amenities in the resort property
include recreation facilities such as a swimming pool, a golf course, tennis
courts, skiing, boating, surf riding and other indoor sports. The other important
amenities like coffee shops, restaurants, conference rooms, lounge, shopping
arcade and entertainment.
Factors that Attract Resort Guests
Ninemeier and Perdue (2005) explained that guests who utilize resorts do so
primarily for pleasure. They are typically attracted to a specific property for one
of four reasons:
1.
2.
3.
4.

Location.
Reputation.
Property activities.
Local activities.

33


Types of Resorts
By seasonality:
 All-year round resort.
 Summer resort.
 Warm winter resort.
 Cold winter resort (Powers and Barrows 1999).
By designation:
• Spa resort.
• Golf resort.
• Ski resort.
• Guest ranch.
• Diving resort.
• Fishing resort.
• Marina resort.
• Casino resort.
• Conference resort.
• Camp-site.
• Eco resort.
• Theme park resort.
By location:
• Urban resort.
• Beach or seaside resort.
• Lake resort.
• Mountain resort.
• Island resort
• Desert resort.
• Tropical rainforest resort (sensitive and restrictive).
• Farm-related.
By size:
• Mega-resort.
• Boutique resort.
By form of ownership:
• Conventional.
34


•
•
•
•
•

Syndicate.
Interval/timeshare.
Condo resort.
Vacation club.
Luxury destination club (American hotel and lodging Educational
institute, 2010).

Difference between Resorts and Non-Resorts
According to Van Hoof et al. (1996) the difference between resorts and nonresorts can be discerned in two aspects:
1. Location: resorts are normally located in the most desirable physical
locations, as compares to urban hotels, islands, mountains, deserts, and
lakefront sites are usually the prime locations for resort development.
2. Function: resorts offer more than just lodging and F&B services to their
guests. They provide guests with luxury accommodations, numerous F&B
outlets, lavish entertainment, and exciting recreational activities, such as
golf, tennis, skiing, and various water sports.
Resorts are a unique segment within the resort industry because of the
seasonality of their business (in many cases), a dependence on location, and the
availability of leisure activities beyond those normally provided by resort. There
are a number of benefits to operate resorts. Guests are much more relaxed in
comparison to those at transient resorts, and the resorts are located in beautiful
areas. This frequently enables staff to enjoy a better quality of life than do their
transient resort counterparts. Returning guests tend to treat associates like
friends. This adds to the overall party-like atmosphere, which is prevalent at
many of the establishment resorts. Furthermore because guests are protected in
the resort, they expect to be pampered. This requires an attentive, well-trained
staff and that is a challenge in some remote areas and in developing countries
(Walker, 2006). The variety of features, attributes, and elements that are
available at a resort play a significant role in creating a satisfactory vacation
experience. And definitely, prior research has shown that the onsite activities
provided have a great influence on resort consumers’ perceptions of quality and
satisfaction from resort vacation experiences (Costa et al., 2004; Brey et al.,
2008).
35


Of most of the attractive elements, the most attention given includes
elements relating to activity and recreation options available to resort visitors.
Included were outdoor recreation facilities, indoor recreation facilities,
entertainment, planned activities, family activities, services, having diverse
activities, options for everyone, and health-related services. Another set of
elements receiving consistent attention includes those relating to the quality of
the lodging amenities, F&B services, and guest service. Other elements
examined less frequently include the ambiance or feel of the resort, the physical
characteristics and condition of the resort property, the cost of staying at the
resort relative to the value received, and the availability of information about the
resort. Elements examined least frequently in these past efforts include the
resort’s reputation, geographic location, surrounding community, and the
technological resources and business services available to resort visitors (Brey
et al., 2008).
Resort concept as applied to the operation of resort connotes the provision of
facilities, services and amenities that serve individuals, families, and groups
who are on holiday and vacation. Today, many resorts look to the convention
and group travel business as an important secondary market to fill the troughs in
their business cycle (Gee, 1995). While Walker (1996) stated that resorts
became more astute in marketing to different types of guests. Many resorts
began to attract conventions, conferences, and meeting this increases occupancy
particularly during the low or shoulder seasons. Moreover Walker (2006)
assured that to increase occupancies, resorts have diversified their marketing
mix to include conventions, business meetings, sales meetings, incentive
groups, sporting events, additional sporting and recreational facilities, spas,
adventure tourism, ecotourism, and so on. Gee (1995) explained that operators
agree to operate the resorts for three common factors to successful resorts:
1. Reputation of resort.
2. Attraction of the local.
3. Recreational facilities offered by the resort.
These factors influence the marketing and management of resorts as well as
building and facilities design, space allocation for guest rooms, recreation,
sports, entertainment facilities, public attraction, shopping, health care, as well
as special services that add to guest satisfaction and help build repeat business.

36


2.1.3 Accommodation Services in Resorts
The accommodation services are one of the most important elements of the
hospitality industry. This is because the basic function of these establishments is
to provide the overnight services to customers. Dittmer (2002) stated that Major
metropolitan areas include numerous accommodation properties of widely
varying types. These range from limited service to full service; from simplyfurnished small rooms to luxuriously-furnished large rooms; from the simplest
to the most elaborate décor; from very cheap prices to extremely expensive; and
from these targeting bus travellers to these catering to corporate managers and
show business personalities. Moreover Powers and Barrows (2006) classified it
into four main categories according to:
1. Price.
 Limited service hotels.
 Full-service hotels.
2. Function.
 Luxury hotels.
 Commercial hotels.
3. Location.
 Airport hotels.
 Downtown hotels.
 Suburban hotels.
 Highway hotels.
4. Market segment.
 Resort hotels.
 Casino hotels.
 Health spas.
 Executive conference centres.

37


Chon and Maier (2010) agreed with Dix and Baird (1992) in that the
accommodation plans can be classified into four main categories as follows:
1. Room only. (European Plan)
2. Room and breakfast. (Continental Plan)
3. Half board (HB). (Modified American Plan)
Include room, breakfast, and one other meal either lunch or dinner, usually
dinner.
4. Full board (FB). (American Plan)
Include room, breakfast, lunch, and dinner, although some hotels may also
include afternoon tea in the rate.
5. All-Inclusive (AI)
Include all meals, and also use of sports and social facilities of the resort.
This is very attractive package for resorts, and much easier accounting.
Swarbrooke and Horner (1999) mentioned that First Choice holidays have
conducted limited market research on guest returning from A holidays.
Overall idea of these visitors seems to be very smart.

2.1.4 Food and Beverages Services in Resorts
Food is important not only for its nutritional value, but other value
dimensions. Food is considered as an expression of friendship, symbolic of
family traditions, related to prestige status and religious observance (Vlisides et
al., 2000; Wei-Chia, 2003). Moreover, Mark (2004) declared that consumer
lifestyles have changed significantly over the last 20 years, resulting in both
modifications in the type of food and drinks products. Demands set by three
major guest trends:
1. Convenience.
2. Health.
3. Pleasure.
Price and convenience are the major factors in the decision to eat out. Other
important factors were the hygiene and cleanliness of the restaurant, fast and
friendly service, and the ambience of the facility. Restaurant design may effect a
restaurant's environment. The dining area should be comfortable. Also the
decoration of the restaurant should suit the restaurant theme.
38


Other studies have shown that the most frequent factors affecting
consumers' satisfaction are speed of service, hour of operation, food eye appeal,
and restaurant reputation. Additional factors like recommendation from friends,
the availability of nutrition information, appropriate selection of regional ethnic
dishes, and employee courtesy are also important (Castelo and Salay, 2001;
Piyavan, 2004). MacLaurin and MacLaurin (2000) stated that the menu should
be simple to understand while fitting with the theme of the restaurant. In
addition, a well done menu must be attractive to guests as well as should offer a
number of foods.

2.1.5 Recreational Services in Resorts
The term hospitality can be expanded to cover all products and services
offered to the guest away from home including travel, lodging, eating,
entertainment and recreation (Knowles, 1998). Recreation is considered to be
activity voluntarily undertaken, primarily for pleasure and satisfaction during
leisure time (John, 1983). Horner and Swarbrooke (2005) defined recreation as
activities and experiences usually carried on within leisure and usually chosen
voluntarily for satisfaction, pleasure, or creative enrichment. Recreation is an
essential part of human life and finds many different forms which are shaped
naturally by individual interests but also by the surrounding social construction.
Recreational activities can be active or passive, outdoors or indoors, healthy or
harmful, and useful for society or detrimental (Bovy, and Lawson, 1998).
Recreation is an activity of leisure. Recreational activities are often done for
enjoyment, amusement, or pleasure and are considered to be "fun".
Rechner (2010) mentioned that Recreation is an activity of leisure, leisure
being discretionary time. The "need to do something for recreation" seems to be
an essential element of human biology and psychology. Recreational activities
are often done for enjoyment, amusement, or pleasure and are considered to be
"fun". The term recreation implies participation to be healthy refreshing mind
and body. Recreational and entertainment services are other huge components
of the hospitality industry segments (Powers and Barrows, 2006).It should be
noted that leisure industry is encompassing a wide range of activities including
cinema and travel (Mark, 2004).
39


Outdoor recreation has been broadly defined to include:












Just being outdoors.
Creative activities.
Health or relaxation.
Utility journeys.
Informal games and play.
High adrenalin, non-competitive activities.
Commercially run activities.
Study of the natural environment.
Educational activities and programmes.
Conservation volunteering.
Sustainable journeys to outdoor recreation (Alan, 2006).

2.1.6 Hospitality Services Delivered in the RSRs
Cook et al. (2006) stated that guests prefer to purchase tour package rather
than buy from individual tourism suppliers. The reasons are many but benefits
include:
1. Convenience: Guest does not need to spend a lot of time deciding what to do
and which supplier to deal with.
2. One-stop shopping: AI tours can be nearly cash free and allow the guest to
know how much the trip will cost. The buying process is much easier.
3. Cost saving: Tour packages are less expensive than the cost if the guest were
to by all of its advantages separately.
4. Worry-free: Guests on a resort or guide tour are able to concentrate on the
experience, leaving details in the hands of tour team.
Egyptian RSRs
The classic RS destination is characterized with sunshine and warm
waters all year round (Egypt travel association 2011). Moreover Top Hotels
(2011) stated that Egypt has long been a center of attraction for travellers from
all over the world. Especially this country is popular among Russians. Egyptian
resorts are attractive from all points of view: lower prices for housing, food,
40


souvenirs, picturesque the RS with a huge number and variety of fish and coral,
the highest level of service and interesting excursions to the ancient monuments
of the centuries-old civilization. Here rest is found for every taste and purse. In
Egypt, there are many resort areas in Sharm El Sheikh, Hurghada, Dahab, El
Gouna, Safaga, Soma Bay, Marsa Alam, and Taba. In Sharm El Sheikh and
Hurghada rests the bulk of tourists, the other resorts are a little less loaded.
Sharm El Sheikh
The city of Sharm El Sheikh is always referred to as the "Land of Peace"
as many political, scientific and tourist conferences and meetings were held
over its land. With its unique location in the Sinai Peninsula of Egypt, it is
considered the strategic passageway, the meeting point between Asia and
Africa, and the cradle of great civilizations, with its features of environment that
combine together history, tourism, industry and agriculture, it has become a
main attraction for tourists, travelers and businessmen (Egypt State Information
Services (SIS), 2011).
Sharm El Sheikh is the closest destination to Europe where tourists can
soak up sun, dive amazing corals reefs, and enjoy the sea any time tourists need
a break from routine. The climate is lovely and dry all year long with
temperatures ranging between 20° and 25° C in the winter months, whereas in
summer the temperatures go up a little reaching highs of 30 to 35° C. Sharm El
Sheikh boasts the widest array of fun, exciting and even clear water and extreme
sports: besides diving, snorkelling, sailing, wind and kite-surfing, even sky
diving or parachuting from a helicopter. Moreover, tourists can enjoy trips and
safaris into the nearby Sinai desert and discover the amazing St Catherine
Monastery, or the majestic Sinai Mountains. Also head to Sharm for a wellness
and pampering holiday; the town is home to Egypt’s most famous and
professional Spas in Egypt (Top Hotels, 2011). Moreover (Table 2.1, and Figure
2.1) the ministry of Tourism reported the Breakdown of the hotels and tourist
villages’ capacity by main governorates areas 2009 (*The ministry of Tourism
2010c).
________________
* In Arabic

41


Table 2.1: Breakdown of Hotels and Tourist Villages Capacity by Governorates
Areas (2009)
Governorate/ Area
Units
Rooms
Beds
No.
%
No.
%
No.

%

RS

305

26.0

70191

35.6

140382

35.6

South Sinai

343

29.3

69376

35.1

138752

35.1

North Sinai
Greater Cairo
Luxor and Aswan
Alexandria Sector
Suez Canal Cities
Lower Egypt
Upper Egypt

11
174
78
97
65
50
48

0.9
14.9
6.7
8.3
5.6
4.3
4.1

767
29513
8271
8869
6382
1950
2068

0.4
15.0
4.2
4.5
3.2
1.0
1.0

1534
59026
16542
17738
12764
3900
4136

0.4
15.0
4.2
4.5
3.2
1.0
1.0

1171

100

197387

100

394774

100

Total

Adapted from *The ministry of Tourism (2010c)

100%
90%
80%
70%
60%

35.1 %

50%
40%

35.1 %

Total
South Sinai

29.3 %

Red Sea

30%
20%
10%

26 %

35.6 %

35.6 %

Rooms

Beds

0%
Units

Figure 2 .1: Capacity of the RS and South Sinai average from the Total of the Hotels
and Tourist Villages’ Capacity (2009)
Adapted from* The ministry of Tourism (2010c)
________________
*In Arabic
42


Hurghada
Hurghada is a city in the Red Sea Governorate of Egypt. It is a main tourist
center and second largest city (after Suez Canal) in Egypt located on the Red
Seacoast. Hurghada city was founded in the early 20th century, and since the
1980s has been continually enlarged by Egyptian and foreign investors to
become the leading seashore resort on the Red Sea. Holiday villages and hotels
provide aquatic sport facilities for sailboarders, yachtsmen, scuba divers and
snorkelers (Wikipedia 2013). The city is served by the Hurghada International
Airport with scheduled passenger traffic to and from Cairo and direct
connections with several cities in Europe. The airport has undergone massive
renovations to accommodate rising traffic. Hurghada is known for its water
sports activities, nightlife and warm weather. Daily temperature hovers round
30 degrees Celsius most of the year. Numerous Europeans spend their
Christmas and New Year holidays in the city, primarily Russians, Germans and
Italians (Weather 2 travel. 2013).

43


2.2 Guest Behaviour, Expectations, Satisfaction and
Loyalty
2.2.1 Guest Behaviour
Culture is the most basic determinant of a person’s wants and behaviour.
It compromises the basic values, perceptions, wants, and behaviours that a
person learns continuously in a society. People within a given level tend to
present the similar behaviour, including buying so that marketers are interested
in socioeconomic level to meet and satisfy target guest’s requirements and
wants.
Understanding the guest behavior is not simple. The guest behavior is a
complex interaction among various factors (Kotler, 2001; Wei-Chia, 2003).
Quality of service is not only related to guest satisfaction, but also to guest
behavioural goal, such as the intention to stay in the same lodging and
willingness to recommend the lodging (Ekinci, 2004) . The emotional
attachment is important in understanding tourist behavior, including repeat
visitation as an outcome, the latter helps, for example, increase tourist numbers
to a destination through referrals and positive word-of-mouth (Lee, 2001; Penny
and Judy, 2008). The basic beliefs about guest behaviour summarized into five
premises:
1. Guest behaviour is purposeful and goal oriented.
2. The guest has free choice.
3. Guest behaviour is a process.
4. Guest behaviour can be influenced.
5. There is a need for guest study (Kotler et al., 1999; Wei - Chia, 2003).
Gengqing (2005) agreed with Baloglu and McCleary (1999) in that
Tourists’ behavior is expected to be partly conditioned by the image that they
have of destinations. Image will influence tourists in the process of choosing a
destination, the subsequent evaluation of the trip and in their future intentions.
Media is the most powerful tool of communication. It helps promoting
the right things on right time. It gives a real exposure to the mass audience
about what is right or wrong. Even though media is linked with spreading fake
news like a fire, but on the safe side, it helps a lot to inform us about the
realities as well. Media has a constructive role to play for the society. Today
44


News Channels and even some Newspapers is mouthpiece of some social
issues, which helps us to estimate the realities of lives. Media has played an
important role in order to focus on the social issues in almost every era. It is the
fact that in most of the eras, media were not being given free and fair chances to
explore the issues of society more openly than it is being given now; but we
can't deny this fact that the issues were always raised in order to provide justice
to the people (Answers. 2013).
Moreover, psychologically the media effect on a large patch of human
behavior, especially in a society dominated by media dramatically. Level of
perceptible caught on the worlds of fun and advertisements, and their impact
short-term and long-term values, attitudes and behavior. The media exercise
communications influence social, tourism, educational and strategic information
technology and telecommunications and on politics, sports, ideology and
religion, war and peace and on foreign relations, terrorism and the mental and
physical happiness. Psychology analyzes how the recent cover of a great tragic
moments or turn give a definition of culture, such as the first landing on the
moon or the last moments of the fall of the head of state(Stewart, 2012).

2.2.2 Guest Requirements
The successful marketer will try to understand the target market’s
requirements, wants, and demands. Requirements are described as basic human
requirements such as food, air, water, clothing, and shelter. People also have
strong requirements for recreation, and entertainment. These requirements
become wants when they are directed to specific objects that might satisfy the
need. Clearly, wants are shaped by one’s society. Demands are wants for
specific products backed by an ability to pay (Philip, 2002).
Wei-Chia (2003) stated that it is important to understand the relevance of
human requirements to buyer behaviour. When a need is aroused to a sufficient
level of intensity, it becomes a motive. Once a need has been activated, a state
of tension exists that drives the guest to attempt to reduce or eliminate the need.
The requirements of the modern consumer set by three major consumer trends
are convenience, health and satisfaction (Mark, 2004). It is generally accepted

45


that tourism consumer choice is primarily purpose or activity driven (Brey et
al., 2008).
Recent decades have seen the development of a convenience oriented
society, driven by changes in family structure, more working mothers, longer
working hours. Though it has been a well-documented trend for many years
now, there is little evidence that convenience will become less important for
guests in the near future (Mark, 2004).

2.2.3 Guest Expectations
Guest expectations as guest’s pre-trial beliefs about the product or service
(McKinney et al, 2002). Furthermore, Lin (2006) defined it as the beliefs that
consumers use to make predictions about what is likely to happen during a
service encounter. Expectations are defined by Lin (2006:28) as “the beliefs
that consumers use to make predictions about what is likely to happen during a
service encounter”. Moreover, the Business Dictionary (2007) defined it as
perceived-value that guests seek from the purchase of a product or service.
Meanwhile, guest requirements are problems that guest intend to solve with the
purchase of a product or service. On the other hand, guest requirements are
particular characteristics and specifications of a product or service as
determined by a guest.
Understanding the guests’ expectations and meeting their requirements
can increase a company’s competitive advantage (Fodness and Murray, 1999)
achieving the guests’ expectations is considered as one of the most important
factor to business success (Millet, 2007). Simon (2004) stated that there are
more and more guests who really want to get a feel for the country or area they
are visiting; there’s a much greater respect and interest. This is largely the result
of literature, TV, and the internet. People are better read and have a good feel
for what they want to do. They are well informed and have higher expectations.
Liang (2008) agreed with Tse and Wilton (1988) in that consumer satisfaction is
the consumer’s response to the evaluation of the perceived discrepancy between
prior expectations and the actual performance of the product as perceived after
its consumption.

46


Expectations are considered to have a direct influence on satisfaction
levels, without any assessment of or comparison to actual performance.
Expectations are aligned with the performance levels, and satisfaction is
assessed based on these expectations (Oliver 1981, and 1993). Consumers will
assimilate satisfaction levels to expectations levels, resulting in satisfaction
being high/low when expectations are high/low (Oliver, 1997).

Parasuraman (1993) pointed that service expectations are:
1. Predicted expectations (what guests believe is likely to happen).
2. Desired expectations (what guests hope to receive).
3. Adequate expectations (what guests will accept).
Miller (1977) identified four types of expectations:
1. Ideal expectations (what can be).
2. Expected expectations (what will be).
3. Minimum tolerable expectations (what must be).
4. Deserved expectations (what should be).

Moreover, Social media has made a huge impact on essentially every major
industry across the world, and the business of travel and hospitality has reaped
the rewards perhaps as well as any other commercial venture. Travel and
tourism depends heavily on the use of word-of-mouth to spread opinions and
recommendations, and social platforms such as Twitter and Face book allow
customers to easily share tips and suggestions, which can be enormously
valuable when positive. Some 92 percent of consumers said that they trusted
earned media, which includes recommendations from friends and family
members, more than any other form of advertising. This info graphic from four
pillars takes a closer look at the impact of social media on the travel and
hospitality industry (Shea, 2012).

47


2.2.4 Guest Perceptions
The perception can be conceptualized as a feeling developed from an
evaluation of the use experience (Cadotte et al, 1987). Moreover, While Kotler
(2001) defined Perception as the process by which an individual selects,
organizes, and interprets information inputs to create a meaningful picture of the
world. So that it is important to remember that perceptions are the way an
individual see the world (Kotler et al., 1999). Yanqun and Haiyan (2009) agreed
with Bou-Llusar et al. (2001) in that quality perception exerts a significant
direct influence on guests’ repurchases target.

Liang, Yan-Mei (2008) agreed with Wong (2000) that worked out that
perception is an overall emotional sensation affected by the experience effect.
Moreover, Giese and Cote (2000) pointed out three common perspectives for
guest perception:
1. It is an emotional or cognitive response of an individual consumer.
2. The response occurs at a particular time base; it might be repurchasing,
before consumption, during consumption, or evolving.
3. The response pertains to a particular focus, such as expectations,
consumption experience, product attributes and benefits, salesperson and
store or information provided by others.

48


2.2.5 Guest Satisfaction
Guest satisfaction is a measure of how products or services supplied by a
firm meet guest requirements. Satisfaction in a given situation is the sum of
one's feelings or attitudes toward a variety of factors affecting that situation
(Bailey and Pearson, 1983; Liang, Yan-Mei, 2008). Johnson and Clark (2005)
agreed with Cooper and Lawson (2004) in that satisfaction is the outcome of the
guest’s evaluation of a service, which is sometimes referred to as perceived
service quality, and can be represented on a continue from delight to extreme
dissatisfaction. Field (1999) pointed out that a common five – step process for
developing a guest satisfaction program is:
1. Identify the attributes of your product or service that are most
important to guests.
2. Measure guest satisfaction levels on these important attributes.
3. Link satisfactions levels to key guest behavior (complaints, use levels,
member retention).
4. Identify and implement concrete actions that will improve guest
satisfaction and correspondingly, guest behavior.
5. Track results.
Satisfaction is largely a function of past experiences and current
expectations (Oliver, 1997; Penny and Judy, 2008). The interaction between the
actors (staff) and the audience (guests) is based on their mutually understood
definition of the situation, service providers do not simply act and tourists do
not only watch. Rather, through their interaction, hosts and guests perform
together through negotiation, narrative completion, and embodiment (Chronis
2005; Natan, et al., 2009). Guest satisfaction is a strong judge of business
success in terms of market share, return on investment, and cost reduction
(Spreng et al., 1996).
Schroeder (2004) told that guest satisfaction is a relative concept that
varies from one guest to another. Also, a guest may be satisfied with today's
products but not satisfied in the future. It isn’t enough to just satisfy your guest.
Being satisfied is no longer satisfying. Companies always lose some satisfied
guests. These guests switch to competitors who can satisfy them more. Resort
requirements to deliver more satisfaction than its competitors (Philip, 2003).

49


Resorts need to observe and increase the level of guest satisfaction. The higher
the guest satisfaction is the higher the retention. Here are four facts:
1. Attracting new guest can cost 5 to 10 times more than the costs involved in
satisfying and retaining current guests.
2. The average company loses between 10 and 30 percent of its guests each
year.
3. A 5 percent reduction in the guest satisfaction rate can increase profits by 25
to 85 percent, depending on the industry.
4. The guest profit rate lean to increase over the life of the retained guest
(Philip, 2003).
Carden et al. (2004) reported that guest satisfaction is a function of
consumer expectations with regard to the purchase of a product or service, and
the perception of the degree to which those expectations are met after the
purchase. The same author defined that guest satisfaction as a post purchase
attitude formed through a mental comparison of the quality that a guest
expected to receive from an exchange and the level of quality the guest
perceives actually receiving from the exchange.

2.2.6 Guest Loyalty
Loyalty is a desire to return. That’s important to remember because that is
just what are resorts trying to create: a desire to return (Simon, 2004). Yanqun
and Haiyan (2009) stated that satisfaction is found to be the most important
construct directly leading to guest loyalty which covers dimensions such as
guest repurchase intentions, word of mouth, and price increase tolerance. Price
loyalty is greater than brand loyalty (Philip, 2003). Pullman and Gross (2004)
recognize that loyal guests are the key to success in the hospitality setting. A
small increase in loyal guests can result in a substantial increase in profitability
(Bowen and Shoemaker, 1998).Maintaining a guest is more profitable than
winning a new one because:
1. The cost of serving loyal guests is less.
2. Fewer loyal guests are price sensitive.
3. Loyal guests spend more with the resort (Noon et al., 2003).

50


As the main goal of any resort is to establish and maintain long-term guest
loyalty guest loyalty can be achieved through a number of means:
1. Convenience.
2. Location.
3. Quality.
4. Price. (Wright and Sparks, 1999).
Dick and Basu (1994) list four different types of loyalty:
1. True loyalty: guests present favourable correspondence between relative
attitude and repeat patronage.
2. Superior loyalty: guests present low relative attitude accompanied by high
repeat patronage.
3. Latent loyalty: guests present high relative attitude, with low repeat
patronage.
4. Low or no loyalty: guests present weak or low levels of both relative
attitudes combined with low repeat patronage.
Moreover Sopanen (1996) took this framework to reveal six different types of
loyalty:
1. Monopoly loyalty, where there are no available choices.
2. Inertia loyalty, where guests do not actively seek substitutes.
3. Convenience loyalty, where loyalty is solely defined by location.
4. Price loyalty: where guests are influenced by the lowest price.
5. Incentivised loyalty, where loyalty relates to the benefits gained from
reward cards and programmes.
6. Emotional loyalty, where guests are influenced by factors such as brand.

51


2.2.7 Discrepancy between The guests’ expectations and
Perceptions
The good service comes from building relationships with guests (Simon,
2004). Moreover, Clarke and Chen (2007) stated that these services share a
common starting point in the relationship between the provider and the guest.
These relations are structured in many ways, such as the expectations of the
organization and the culture and customs of guests so that resorts should not
have to embark on a massive research project to determine what our guests
expect. Resorts know what guests want if resort team ask and listen for the
guest requirements and expectations, and have a relationship with the guest.
Johnson and Clark (2005) illustrated that while the expectations-perception
approach to understanding service quality is extremely useful in focusing on the
outcome of guest satisfaction and helps identity on mismatches between
operational and guest views of quality, it does have some downsides.
 Service could be perceived to be 'good' when it is 'bad'.
 Service could be perceived to be 'bad' when it is 'good'.
 Service that was 'good' last time may only be 'OK' this time.
 Satisfied guests may switch.
Moreover, Kasper et al., (2006) pointed that for each service dimension and
for the total service, a quality judgment can be computed according to the
following formula:

Perception - Expectations = Perceived value

`
Guest satisfaction is a result of what guests think will happen
(expectations), interacting with what guest think did happen (perceptions). If the
product’s performance falls short of the guests’ expectations, the buyer is
dissatisfied. If performance matches expectations, the buyer is satisfied. If
performance exceeds expectations, the buyer is delight (Kotler et al., 1999;
Wei-Chia, 2003). Reid and Bojanic (2006) simply stated, when guests are
satisfied, they are much more likely to purchase from the service provider again.
Over time, if they remain satisfied, they become loyal guests. The service gap is
52


the final gap that exists when there is a difference between guests' expectations
of a service and their perceptions of the actual service once it consumed. This
gap dealt with the difference between the guest internal perception and
expectations of the service (Douglas and Connor, 2003).
Smart resorts aim to delight guest by delivering service and value more
than they promise. In the long term, the destination image must correspond
reasonably closely to the actual characteristics of the place: otherwise guests
will not be satisfied (Brian, 2009). Satisfaction levels arise by comparing actual
experience with previous experiences and expectations (Oliver, 1980; Penny
and Judy, 2008). When people are satisfied with their travel experience, they
visit the same destinations again (Spinelli and Canavos, 2000).

2.2.8 Relations between Guest Satisfaction and Loyalty
Improving guest service should be a top priority of all managers working
in the hospitality and tourism industry (Reid and Bojanic, 2006). Walker (2006)
assumed that we not only need to keep guests happy during their stay, but also
to keep them returning-with their friends. It costs several times more to attract
new guests than to retain existing ones. Tomomi (2008) agreed with Takahashi
(1999) in that the level of satisfaction with department stores motivates
shoppers to visit them again. The marketer’s goal is to build a mutually
profitable long term relationship with its guests, not just sell a product (Philip,
2003).
Today, marketers are seeking information on how to build guest loyalty.
The increased profit from loyalty comes from reduced marketing costs,
increased sales and reduced operational costs (John and Shiang, 2001). With
today’s financial pressures, loyal and satisfied guests are essential to the success
of business. Operations have to recognize and understand the requirements of
guests in order to survive (Almanza et al., 1994; Wei-Chia, 2003). As products
become more difficult to differentiate, a successful brand strategy will deliver a
strong and trusted perception of a product that increases its guest base and
ensures the loyalty of existing guests (Mark, 2004).

53


2.3 An Overview of Russian Market
2.3.1. Market Segmentation
Walker (2006) defined that market segment is a smaller, identifiable group
that can be defined using any set of, such as sort found in geographic,
demographic, or psychographic. Van Hoof, et al. (1996) indicated that
marketers go through a process called market segmentation and separate people
into distinct group based on their individual characteristics and buying habits.
Wade (2006) agreed with Negl (2002) in that the target market is the type of
guest the resort is attempting to reach and attract to frequent the establishment.
Journey characteristics and demographic segmentation are important to
understand resort visitor differences. While Brey et al. (2008) agreed with
Masterson and Verhoven (2001) in that differences based on demographic
characteristics, limited consideration has been given with regard to the
importance of resort attributes. Trip characteristic factors have also received
little attention in the context of resort attribute preferences. Given that these
factors can directly affect the experience or become a determinant in the
decision to purchase consideration of these variables on importance ratings is
needed.
The marketing mix
Powers and Barrows (2006) agreed with Reid and Bojanic (2006) in that the
marketing mix is conventionally thought of as encompassing the four Ps:
product, price, place, and promotion.
Ronald and Nykiel (2005) added that there are many different perspectives
on marketing and marketing strategy especially in ever-changing environment.
In the 1990s as we transitioned to a predominantly service-oriented economy
and marketing environment, marketing strategies shifted to focus on the four
Cs, as delineated by waterborne:
 Consumer wants and requirements.
 Cost to satisfy (wants and requirements).
 Convenience to buy.
 Communication (creating a dialogue).

54


2.3.2. Russian Market Characteristics
Propensity to take holidays abroad in Russia is still very low, as only
about 15% of the population can afford it. Understandably, given the climate
‘Sun and Sand’ in the two main centres of wealth and purchasing power in
Russia, beach holidays have been a central feature in the growth in Russian
outbound tourism over the last decade. Visas can be a problem since Russians
tend to book at the last minute (Macy, 2009). Therefore, the fastest-growing
destinations have been those that require no visa, or where visas are available on
arrival, such as Egypt which has become a year-round destination. The success
of Egypt as destinations has also been due to the very aggressive marketing by
its respective national tourism organisations and the budgets allocated to
marketing and promotions nowadays 90% of Russian arrivals there are leisure
travellers, 60% of whom stay in four- and five star/ deluxe accommodation. The
average length of stay for Russians holidaying in Egypt is around ten days.
About 50% arrive by charter flight and 50% by scheduled carriers (Mintel
Group, 2009).
Russian people like to use the internet they became the seventh country
with the highest number of the internet users all over the world, with 61,472,011
users in March 2012 with a percentage 2.7 % from the total internet users over
the world as illustrated in Table 2.2 the top 20 countries with the highest
number of internet users and Figure 2.2 shows the ten internet users first quarter
2012 with highest number of users (Internet World Stats, 2012).

55


Table 2.2: Top 20 Countries with the Highest Number of Internet Users
Country or Region

Internet Users
Year 2000

Internet Users
Latest Data

1

China

22,500,000

513,100,000

22.5 %

2

United States

95,354,000

245,203,319

10.8 %

3

India

5,000,000

121,000,000

5.3 %

4

Japan

47,080,000

101,228,736

4.4 %

5

Brazil

5,000,000

81,798,000

3.6 %

6

Germany

24,000,000

67,364,898

3.0 %

Russia

3,100,000

7

61,472,011

World Users
percentage (%)

2.7 %

8

Indonesia

2,000,000

55,000,000

2.4 %

9

United Kingdom

15,400,000

52,731,209

2.3 %

10

France

8,500,000

50,290,226

2.2 %

11

Nigeria

200,000

45,039,711

2.0 %

12

Mexico

2,712,400

42,000,000

1.8 %

13

Korea

19,040,000

40,329,660

1.8 %

14

Iran

250,000

36,500,000

1.6 %

15

Turkey

2,000,000

36,455,000

1.6 %

16

Italy

13,200,000

35,800,000

1.6 %

17

Philippines

2,000,000

33,600,000

1.5 %

18

Vietnam

200,000

30,858,742

1.4 %

19

Spain

5,387,800

30,654,678

1.3 %

20

Pakistan

133,900

29,128,970

1.3 %

TOP 20 Countries

273,058,100

1,709,555,160

75%

Rest of the World

87,927,392

570,154,469

25%

Total World - Users

360,985,492

2,279,709,629

Source: Internet World Stats, (2012).

56

100 %


Top 10 Internet Users First Quarter 2012 with Highest Number of
Users in Milions
600
513
500

400

300
245
200
121

101

100

82

67

62

55

53

50

0
China

United
States

India

Japan

Brazil

Germany Russia Indonesia United France
Kingdom

Figure 2.2: Top 10 Internet Users First Quarter 2012 with Highest Number of Users in
Millions
Source: Internet World Stats, (2012).

57


2.3.3. Russian Tourism Demand in Egypt
Russian tourism demand in Egypt is high according to the Egyptian
Tourism Federation, (2011) the Russian tourist arrival to Egypt and tourism
night during the period 2002-2009 is illustrated in Table 2.3 and Figure 2.3, and
Figure 2.4 showed a growth year by year which is good indicator for the
Russian tourism to Egypt.
Table 2.3: Russian Federation Tourist Arrival to Egypt and Tourism
Night during the Period (2002-2009)
Year
Tourist numbers
Tourism Nights
382536
497465

2002
2003

2200227
4054784

694887
2004
777665
2005
998149
2006
1516561
2007
1825312
2008
2035330
2009
Adapted from: Egyptian Tourism Federation, (2011)

6785324
7317765
9764368
14324860
13382836
17917730

Tourism Nights
20000000
18000000
16000000
14000000
12000000
10000000
8000000
6000000
4000000
2000000
0
2002

2003

2004

2005

2006

2007

2008

2009

Figure 2.3: Russian Federation Tourism Nights to Egypt during the Period (2002-2009)
Adapted from; Egyptian Tourism Federation, (2011)

58


Tourist numbers
2500000
2000000
1500000
1000000
500000
0
2002

2003

2004

2005

2006

2007

2008

2009

Figure 2.4: Russian Federation Tourist Arrive to Egypt during the Period (2002-2009)

Egyptian Tourism Federation, (2011) is pointed that the tourism nights for
all the Regions during the period from 2006 to 2009 (Table 2.4) found that the
Russian federation tourism nights to Egypt in average 12.1 % of all the region
during the period from (2006 to 2009). Moreover (see Figure 2.5) illustrate
Tourism Nights from Russia Compared to All the Regions during (2006 to
2009).
Table 2.4:Tourism Nights for All the Regions during the Period from (2006 to 2009)
All Regions
2006
2007
2008
2009
Middle East
21670371
21907966
21391309
20833755
Africa
3869249
5088137
5112829
5357057
North America
3985817
4917659
5303908
5201244
Latin America
339037
592477
684479
612297
Central and Eastern Europe
17469792
25866320
29223565
30655723
Western Europe
18825106
23499938
30591251
28480451
Northern Europe
11314200
12718713
17427199
18306200
Southern Europe
8107227
11288270
13628665
11889019
Asia and the Pacific
3652240
5318652
5185628
4825445
Others
71014
267632
685097
372344
Total
89304053
111465764 129233930 126533535
Russian Federation

9764368

14324860

13382836

17917730

Russian Federation Percentage
of Total

10.9%

12.9%

10.4%

14.2%

59


Russian Federation Compared to All the Regions
140000000
120000000
100000000
Russian Federation
80000000

All the Regions

60000000
40000000
20000000

10.9%

12.9%

10.4%

14.2%

0
2006

2007

2008

2009

Figure 2.5: Tourism Nights from Russia Compared to All the Regions during (2006 to
2009).

60


Egyptian Tourism Federation (ETF), (2011) reported that the Tourist arrival
from all the Regions during the period from 2006 to 2009 is illustrated that
Russian Federation tourists Percentage of all the regions in 2009 is 16.2%
which is good percentage, also there is a good growth from 2006 to 2009 (see
Table 2.5, and 2.6).
Table 2.5: Tourist Numbers from All the Regions during (2006 to 2009)
All Regions

2006

Russian Federation
Percentage of Total

2009

1686953
387221
366678
63185
3024555
2285089
1339235
1287629
632070
18248
11090863

1675960
400979
420463
65636
3954385
2669649
1607857
1389847
611090
39485
12835351

1571212
455262
421593
67192
3691645
2603795
1801029
1319737
566420
38000
12535885

998149

Russian Federation

2008

1706423
301866
299079
41451
1998853
1967820
1264969
1028090
469805
4421
9082777

Middle East
Africa
North America
Latin America
Central & Eastern Europe
Western Europe
Northern Europe
Southern Europe
Asia & The Pacific
Others
Total

2007

1516561

1825312

2035330

11%

13.7%

14.2%

16.2%


Russian Federation Compared to All the Regions
14000000
12000000
10000000

Russian Federation

8000000

All the Regions

6000000
4000000
2000000

11%

13.7%

14.2%

16.2%

0
2006

2007

2008

2009

Figure 2.6: Tourist Numbers from Russia Compared to All the Regions during (2002 to
2009).
61


The ministry of Tourism, (2010d) report the tourism indicators (the
primary ten markets in accordance to number of tourists 2010) illustrated that
the Russian market is the first market of the primary ten markets in accordance
to number of tourists (2010) with a percentage of 19.4% of the Total Number
of Tourists visit Egypt (Table 2.6, and Figure 2.7). Moreover (Table 2.7 and
Figure 2.8) is illustrated that the Russian market is the first market of the
primary ten markets in accordance to number of tourism nights (2010) with a
percentage of 17 % of the total number of tourism nights to Egypt.
Table 2.6: The Primary Ten Markets in Accordance to Number of Tourists (2010)
Ranking
Country
Number of Tourists Percentage of Total the
Primary Ten Markets
1.

6255562

2.
United Kingdom
3.
Germany
4.
Italy
5.
France
6.
Poland
7.
Libya
8.
Ukraine
9.
Saudi Arabia
10.
United States
Total number of tourists to the Primary
Ten Markets
Total Number of Tourists in 2010
Percentage of the Top Ten of the Total
Number of Tourists

6..2%

0055.02
0262.20
0000220
5..222
5.25.2
050022
006022
250.02
220562
.555206

Russia

05.6%
02..%
00..%
2.2%
2.6%
0.5%
0.2%
2..%
2.2%
000%

00520202
65%

Percentage of the Russian Market of the
Total Number of Tourists

19.4%

Source: The ministry of Tourism (2010d)

62

16000000
14000000
12000000
10000000
8000000

Number of Tourists 2010

6000000

Number of Russian Tourists

4000000
2000000
0
Noumber of Russian
Tourists

Total Number of
Tourists

Figure 2.7: Percentage of the Russian Market of the Total Number of Tourists (2010)

Table 2.7 :The Primary Ten Markets in Accordance to Tourism Nights (2010)
Ranking Country
Number
of
Tourist Nights
1.

%

65025005

Russia

2. Germany
3. United Kingdom
4. Italy
5. Libya
6. France
7. Saudi Arabia
8. Poland
9. United States
10. Holland
Total Number of Tourism Nights of the Primary Ten
Markets
Total Number of Tourism Nights in 2010
Percentage of the Top Ten of the Total Number of
Tourism Nights
Tourism Nights

62.2 %

00.60252
002.5.00
..560.6
2050526
5652020
5622000
0502206
002.222
20500.0
.555206

05.2 %
05.2 %
00.2 %
2.5 %
5.2 %
5.2 %
0.2 %
0.5 %
2.5 %
100 %

147385089
63.7 %
17 %

Note (%): Percentage of total number of tourists of the primary ten markets
Source: The ministry of Tourism, (2010d)

63


Total Number of Tourism Nights

17%

Total Tourism Nights
Russian Tourism Nights

Figure 2.8: Percentage of the Russian Market of the Total Number of Tourism Nights
(2010).

2.3.4. The Relations between Egypt and Russia
Bilateral diplomatic relations were established between the Soviet Union
and Egypt in 1943; Later Russia has always been characterized by specificity,
promotion and diversity of cooperation fields. During past decades, the
Egyptian-Russian relations were prosperous, and started to flourish again since
mid-nineties reaching the level of strategic partnership by virtue of the
agreement signed between Egypt and Russia in June 2009 (The ministry of
Foreign Affairs, 2011a). Moreover, President received Dr. Mohamed Morsi in
11.05.2012 and Russian Foreign Minister Sergei Lavrov and the meeting
discussed bilateral relations and review the events and the latest political
developments on the regional and international arena (Egypt State Information
Services, 2012).
Relations between the two countries, serious changes, Russia and Egypt
have become today's partners, both bilateral and international. Bilateral
Presidential mutual visits are considered of the most important factors leading
to their constant promotion. The two countries are linked with strategic dialogue
mechanism held annually at the Foreign Ministers level alternatively between
the two capitals since 2004. The two sides are keen on convening the Joint
Committee on economic, trade and technical cooperation regularly. The
64


committee held 8 rounds under the chairmanship of the Ministers of trade and
Industry in both countries, the latest was held in Cairo, March 2010.
Moreover, Ministery of Tourism is delegate with the Russian Federal
Agency for Tourism within the framework of activating the joint program of
cooperation between Egypt and Russia in the field of tourism in the period 2011
/ 2012. Has been initiated and the Minister of Tourism, the meeting emphasized
the importance of the Russian market for Egyptian tourism as a primary market
exporting tourists to Egypt, pointing out that the number of Russian tourists
who came to Egypt during the period January / April 2011 reached 370.983
tourists, which is a positive indicator for the continuation of the Russian to
Egypt, stressing the keenness of the Egyptian side to increase Russian tourism
to Egypt and expand the base of contact with the Russian side as well as
diversify the tourism product to satisfy all tastes of Russian tourists (The
ministry of Tourism, 2010a).

2.3.5 Russian Guests' Characteristics and Requirements
2.3.5.1 The Geography of Russia
Russia which is officially known as both Russia and the Russian
Federation is a country in northern Eurasia. It is a federal semi-presidential
republic, comprising 83 federal subjects. From northwest to southeast, Russia
shares borders with Norway, Finland, Estonia, Latvia, Lithuania and Poland
(both via Kaliningrad Oblast), Belarus, Ukraine, Georgia, Azerbaijan,
Kazakhstan, China, Mongolia, and North Korea. It also has maritime borders
with Japan by the Sea of Okhotsk, and the United States by the Bering Strait. At
17,075,400 square kilometers, Russia is the largest country in the world in terms
of area but unfavorably located in relation to major sea lanes of the world;
despite its size, much of the country lacks proper soils and climates (either too
cold or too dry) for agriculture; Mount El'brus is Europe's tallest peak. Russia is
situated in the Northern Asia (the area west of the Urals is considered part of
Europe), bordering the Arctic Ocean, between Europe and the North Pacific
Ocean (The United States (U.S.) Department of State, 2011).

65


Moreover, Russia is the largest country of the world. With its area
amounting to 17 million sq. km, it covers 11.5% of the territory of the world.
The territory of Russia extends for 10 thousand kilometres, from the Baltic Sea
in the west to the Japan Sea in the east. It comprises 11 time zones. The capital
of Russia is Moscow. Another very important administrative, business and
cultural centre is Saint Petersburg, often referred to as the second, or the
northern capital of Russia. There are over a thousand towns and cities in Russia
(Russia Tourism, 2009a).
Russia map

Figure 2.9: Map of Russia
Source: City guide, (2011).
66


2.3.5.2 General Information about Russia
Table 2.8: General Information about Russia
Geography
Northern Asia (the area west of the Urals is considered part
Location
of Europe), bordering the Arctic Ocean, between Europe
and the North Pacific Ocean.
Geographic coordinates 60 00 N, 100 00 E.
Total: 17,098,242 sq km (square kilometres).
Area:
Country comparison to the world: 1.
Land: 16,377,742 sq km.
Water: 720,500 sq km.
Ranges from steppes in the south through humid continental
Climate
in much of European Russia; subarctic in Siberia to tundra
climate in the polar north; winters vary from cool along
Black Sea coast to frigid in Siberia; summers vary from
warm in the steppes to cool along Arctic coast.
1. Far Eastern Federal District.
Russian Regions
2. Siberian Federal District.
3. Urals Federal District.
4. Northwest Federal District.
5. Central Federal District.
6. Volga Federal District.
7. Southern Federal District.
8. North Caucasian Federal District.
People
138,739,892 (July 2011 est.).
Population
0-14 years: 15.2%
Age structure
(Male 10,818,203/female 10,256,611).
15-64 years: 71.8%
(Male 47,480,851/female 52,113,279).
65 years and over: 13%
(Male 5,456,639/female 12,614,309) (2011 est.).
Total: 38.7 years.
Median age
Male: 35.5 years.
Female: 41.9 years (2011 est.).
-0.47% (2011 est.).
Population growth rate
11.05 births/1,000 population (2011 est.).
Birth rate
16.04 deaths/1,000 population (July 2011 est.).
Death rate
Total population: 66.29 years.
Life expectancy at birth
Male: 59.8 years.
Female: 73.17 years (2011 est.).
Noun: Russian(s).
Nationality
Adjective: Russian.
Continued
67

Table 2.8: Continued
Ethnic groups

Religions

Languages
Literacy

Country name

Government type
Capital

Flag description

Russian 79.8%,
Tatar 3.8%,
Ukrainian 2%,
Bashkir 1.2%,
Chuvash 1.1%,
other or unspecified 12.1% (2002 census).
Russian Orthodox 15-20%, Muslim 10-15%, other Christian
2% (2006 est.).
Note: estimates are of practicing worshipers; Russia has
large populations of non-practicing believers and nonbelievers, a legacy of over seven decades of Soviet rule.
Russian (official), many minority languages
Age 15 and over can read and write.
Total population: 99.4%.
Male: 99.7.
Female: 99.2% (2002 census).
School life expectancy (primary to tertiary
education).
Total: 14 years.
Male: 14 years.
Female: 15 years (2008).
Government
Conventional long form: Russian Federation.
Conventional short form: Russia.
Local long form: Rossiyskaya Federatsiya.
Local short form: Rossiya.
Former: Russian Empire, Russian Soviet Federative
Socialist Republic.
Federation
Name: Moscow.
Geographic coordinates: 55 45 N, 37 35 E.
Time difference: UTC+3 (8 hours ahead of
Washington, DC during Standard Time).
Daylight saving time: +1hr; note - Russia has
announced that it will remain on daylight saving time
permanently, which began on 27 March 2011.
Note: Russia is divided into 9 time zones.
Three equal horizontal bands of white (top), blue, and red
Note: the colors may have been based on those of the Dutch
flag; despite many popular interpretations, there is no
official meaning assigned to the colors of the Russian flag;
this flag inspired other Slav countries to adopt horizontal
tricolours of the same colors but in different arrangements,
and so red, blue, and white became the Pan-Slav colors.
Continued

68

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