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Understanding the Role of University Social Responsibility in Destination Marketing

In: Uniting Marketing Efforts for the Common Good—A Challenge for the Fourth Sector

Author

Listed:
  • Cherouk Amr Yassin

    (College of Management and Technology, Arab Academy for Science Technology and Maritime Transport)

Abstract

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

Suggested Citation

  • Cherouk Amr Yassin, 2023. "Understanding the Role of University Social Responsibility in Destination Marketing," Springer Proceedings in Business and Economics, in: Ana Maria Soares & Beatriz Casais (ed.), Uniting Marketing Efforts for the Common Good—A Challenge for the Fourth Sector, pages 261-277, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-29020-6_13
    DOI: 10.1007/978-3-031-29020-6_13
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