جامعة الأسکندرية. کلية السياحة و الفنادقالمجلة العلمية لکلية السياحة و الفنادق جامعة الأسکندرية2314-702412120150801THE ICONOGRAPHY OF COPTIC INCENSE BURNER ON THE MURALS OF MONASTERIESTHE ICONOGRAPHY OF COPTIC INCENSE BURNER ON THE MURALS OF MONASTERIES1234408910.21608/thalexu.1999.44089ARمنالمحمودکلية السياحة و الفنادق - جامعة الاسکندريةJournal Article20190806Incense and incense burner constitute an outstanding part in the Coptic Liturgy, <br />influenced by ancient Egyptian rituals with almost similar concept and symbolism. Many <br />of incense burners, mostly made of bronze, were found with different shapes and <br />decorations like the hollow-dish censer with or without lid, the box censer, and the censer <br />with a handle.<br />Besides these various incense burners which are widely spread in different museums all <br />over the world, the Coptic incense burner is clearly represented on the walls of many <br />monasteries, swung, suspended or placed on a column, forming an important clear item in <br />many monastic murals. These representations of the censer on murals confirm the <br />importance of the incense and incense burner in the Coptic liturgy as symbols of fertility <br />and resurrection, became analogies for The Christ and The Blessed Virgin herself, who <br />held within her womb, as does a censer, the coal of divinity that produced spiritual <br />fragrance filled the ground with the savour of its glorious sweetness.Incense and incense burner constitute an outstanding part in the Coptic Liturgy, <br /> influenced by ancient Egyptian rituals with almost similar concept and symbolism. Many <br /> of incense burners, mostly made of bronze, were found with different shapes and <br /> decorations like the hollow-dish censer with or without lid, the box censer, and the censer <br /> with a handle.<br /> Besides these various incense burners which are widely spread in different museums all <br /> over the world, the Coptic incense burner is clearly represented on the walls of many <br /> monasteries, swung, suspended or placed on a column, forming an important clear item in <br /> many monastic murals. These representations of the censer on murals confirm the <br /> importance of the incense and incense burner in the Coptic liturgy as symbols of fertility <br /> and resurrection, became analogies for The Christ and The Blessed Virgin herself, who <br /> held within her womb, as does a censer, the coal of divinity that produced spiritual <br /> fragrance filled the ground with the savour of its glorious sweetness.جامعة الأسکندرية. کلية السياحة و الفنادقالمجلة العلمية لکلية السياحة و الفنادق جامعة الأسکندرية2314-702412120150801THE HISTORY OF THE CAVE-CHURCH IN COPTIC EGYPTTHE HISTORY OF THE CAVE-CHURCH IN COPTIC EGYPT24464520910.21608/thalexu.2015.45209ARهبةمجديجامعة الاسکندرية - کلية السياحة و الفنادقJournal Article20190820The paper spots the light on the origin of the Cave-Shrine in ancient Egypt: how it <br />appeared in the Pharaonic period, disappeared, and reappeared in the Byzantine <br />period in the so-called the Cave-Church. The researcher classified the Cave-churches <br />founded in Egypt into four categories.The paper spots the light on the origin of the Cave-Shrine in ancient Egypt: how it <br /> appeared in the Pharaonic period, disappeared, and reappeared in the Byzantine <br /> period in the so-called the Cave-Church. The researcher classified the Cave-churches <br /> founded in Egypt into four categories.جامعة الأسکندرية. کلية السياحة و الفنادقالمجلة العلمية لکلية السياحة و الفنادق جامعة الأسکندرية2314-702412120150801THE ICONOGRAPHY AND FUNCTION OF WINGED GODS IN EGYPT DURING THE GRÆCO-ROMAN PERIODTHE ICONOGRAPHY AND FUNCTION OF WINGED GODS IN EGYPT DURING THE GRÆCO-ROMAN PERIOD47704525510.21608/thalexu.2015.45255ARساره السيدکتاتجامعة الاسکندرية - کلية السياحة و الفنادقJournal Article20190820This research analyzes the iconography and function of winged gods in Græco-Roman <br />Egypt. “Wind deities” appeared as winged scarabs or winged four-headed rams. Osiris <br />was also represented in the shape of a winged scarab, a winged sun disc, or a winged <br />mummy.Harpokrateswas figured with wings on magical stelae and gems. The winged <br />solar disc of Horus Behdety decorates the façade of the Egyptian temples. Moreover, Seth <br />appeared in the form of a winged god in the temple of Hibis. Bes is depictedwith wings on <br />amulets and statuettes. The winged sphinxof Tutu was used to ward off demons. God <br />Chnoubisis also depicted as a winged goat-headed scarab in the Egyptian art. The Greek <br />god Eros appeared as a winged boy on the walls of Stagni tomb in KomEl-Shokafa. <br />Hypnos, the Greek god of sleep, is depicted as a winged youth on Ariadne sarcophagus. <br />The wings of the Egyptian gods spring from their arms or sides unlike the wings of Greek <br />gods which spring only from their backs. The shape of the Egyptian winged gods was <br />employed in protective and magical purposes. On the other hand, Greek gods inspired <br />their winged iconography from their mythic roles.This research analyzes the iconography and function of winged gods in Græco-Roman <br /> Egypt. “Wind deities” appeared as winged scarabs or winged four-headed rams. Osiris <br /> was also represented in the shape of a winged scarab, a winged sun disc, or a winged <br /> mummy.Harpokrateswas figured with wings on magical stelae and gems. The winged <br /> solar disc of Horus Behdety decorates the façade of the Egyptian temples. Moreover, Seth <br /> appeared in the form of a winged god in the temple of Hibis. Bes is depictedwith wings on <br /> amulets and statuettes. The winged sphinxof Tutu was used to ward off demons. God <br /> Chnoubisis also depicted as a winged goat-headed scarab in the Egyptian art. The Greek <br /> god Eros appeared as a winged boy on the walls of Stagni tomb in KomEl-Shokafa. <br /> Hypnos, the Greek god of sleep, is depicted as a winged youth on Ariadne sarcophagus. <br /> The wings of the Egyptian gods spring from their arms or sides unlike the wings of Greek <br /> gods which spring only from their backs. The shape of the Egyptian winged gods was <br /> employed in protective and magical purposes. On the other hand, Greek gods inspired <br /> their winged iconography from their mythic roles.جامعة الأسکندرية. کلية السياحة و الفنادقالمجلة العلمية لکلية السياحة و الفنادق جامعة الأسکندرية2314-702412120150801INFORMATION TECHNOLOGY IMPACT ON HOTEL BUSINESS SUSTAINABILITY “BRINGING BEST PRACTICES TO IMPROVE THE HOTEL PERFORMANCE”INFORMATION TECHNOLOGY IMPACT ON HOTEL BUSINESS SUSTAINABILITY “BRINGING BEST PRACTICES TO IMPROVE THE HOTEL PERFORMANCE”71884526110.21608/thalexu.2015.45261ARجيهان نبيل،هاني عاطفجامعة الاسکندرية - کلية السياحة و الفنادقJournal Article20190820With increased business and improved technology an Information Technology (IT) System <br />became possible, and then IT became necessary to have a consistent method of tracking <br />and maintaining business operations. Later, as customers’ expectations changed, IT <br />became necessary to ensure consistency of meeting customer needs. At a time of soaring <br />energy costs and fragile financial markets, hotels managers are increasingly looking <br />toward sustainability strategies to save money and to cut claims. Sustainability in any <br />hotel can mean small adjustments or a major reorientation. There is no one size fits all <br />approach to creating a sustainable hotel, but there are specific strategies that have had <br />widespread success. These strategies can be implemented by IT to put the hotel industry <br />on a more sustainable path. Worldwide, hotels are now using IT capabilities to facilitate <br />sustainability. The aim of this study is to draw results that help in knowing the importance <br />of using IT practices in sustaining the hotel business that increase its performance. It also <br />seeks to develop IT to achieve wide range of sustainability that match with this century <br />challenges needs <br />The data gathered revealed the following: <br />- Hotels use practices of information technology systems can get a high-quality <br />performance that help in proper decision-making. <br />- There is a significant relation between the information technology practices and <br />keeping the hotel business sustainable. <br />Based upon the findings of the investigated hotels the following recommendations <br />could be suggested: <br />- Identification and implementation of IT practices can help in building a sustainable <br />competitive advantage for hotels. <br />- IT is crucial in sharing information and empowering executives. <br />- Integrating IT globally in sustainability plans is a key in hotel performanceWith increased business and improved technology an Information Technology (IT) System <br /> became possible, and then IT became necessary to have a consistent method of tracking <br /> and maintaining business operations. Later, as customers’ expectations changed, IT <br /> became necessary to ensure consistency of meeting customer needs. At a time of soaring <br /> energy costs and fragile financial markets, hotels managers are increasingly looking <br /> toward sustainability strategies to save money and to cut claims. Sustainability in any <br /> hotel can mean small adjustments or a major reorientation. There is no one size fits all <br /> approach to creating a sustainable hotel, but there are specific strategies that have had <br /> widespread success. These strategies can be implemented by IT to put the hotel industry <br /> on a more sustainable path. Worldwide, hotels are now using IT capabilities to facilitate <br /> sustainability. The aim of this study is to draw results that help in knowing the importance <br /> of using IT practices in sustaining the hotel business that increase its performance. It also <br /> seeks to develop IT to achieve wide range of sustainability that match with this century <br /> challenges needs <br /> The data gathered revealed the following: <br /> - Hotels use practices of information technology systems can get a high-quality <br /> performance that help in proper decision-making. <br /> - There is a significant relation between the information technology practices and <br /> keeping the hotel business sustainable. <br /> Based upon the findings of the investigated hotels the following recommendations <br /> could be suggested: <br /> - Identification and implementation of IT practices can help in building a sustainable <br /> competitive advantage for hotels. <br /> - IT is crucial in sharing information and empowering executives. <br /> - Integrating IT globally in sustainability plans is a key in hotel performanceجامعة الأسکندرية. کلية السياحة و الفنادقالمجلة العلمية لکلية السياحة و الفنادق جامعة الأسکندرية2314-702412120150801EXPLORING THE PERCEPTIONS OF EGYPTIAN HOTEL MANAGEMENT EDUCATORS TOWARD TEACHING ALCOHOL SERVICEEXPLORING THE PERCEPTIONS OF EGYPTIAN HOTEL MANAGEMENT EDUCATORS TOWARD TEACHING ALCOHOL SERVICE891024526810.21608/thalexu.2015.45268ARمحمد فوزي،رانيا حافظجامعة الاسکندرية - کلية السياحة و الفنادقJournal Article20190820Most of the food and beverage syllabi taught in institutions offering hospitality <br />education cover alcoholic beverages service. Besides teaching this theoretically, <br />practical training on bar work may be provided to give students the needed practical <br />experience preparing them to real work life. However, “alcohol in the class” has been <br />argued as a controversial topic. Teaching alcohol in a country with a Muslim majority <br />could be a sensitive issue. Whereas; Islam prohibits not only alcohol drinking, but <br />also handling it. This presents a contentious issue for those educators responsible for <br />delivering this course. This paper opted to explore how academics perceive teaching <br />alcohol, a topic that was not studied before. <br />An Arabic questionnaire was distributed to a number of educators in public and <br />private universities and institutions delivering hospitality education. The survey <br />covered some personal and background questions, in addition to the survey drinking <br />history, attitudes toward teaching of alcohol service, self-perception of religiosity. <br />Results indicated a difference between male and female educators’ attitudes toward <br />teaching both alcohol service classes and laboratories. However, a correlation <br />between religiosity and attitudes toward teaching is not evident. Furthermore, a <br />significant association between career advice and perceptions of importance of <br />service classes was found. Similarly, the association between career advice and <br />perceptions of importance of service laboratories proved to be statistically significantMost of the food and beverage syllabi taught in institutions offering hospitality <br /> education cover alcoholic beverages service. Besides teaching this theoretically, <br /> practical training on bar work may be provided to give students the needed practical <br /> experience preparing them to real work life. However, “alcohol in the class” has been <br /> argued as a controversial topic. Teaching alcohol in a country with a Muslim majority <br /> could be a sensitive issue. Whereas; Islam prohibits not only alcohol drinking, but <br /> also handling it. This presents a contentious issue for those educators responsible for <br /> delivering this course. This paper opted to explore how academics perceive teaching <br /> alcohol, a topic that was not studied before. <br /> An Arabic questionnaire was distributed to a number of educators in public and <br /> private universities and institutions delivering hospitality education. The survey <br /> covered some personal and background questions, in addition to the survey drinking <br /> history, attitudes toward teaching of alcohol service, self-perception of religiosity. <br /> Results indicated a difference between male and female educators’ attitudes toward <br /> teaching both alcohol service classes and laboratories. However, a correlation <br /> between religiosity and attitudes toward teaching is not evident. Furthermore, a <br /> significant association between career advice and perceptions of importance of <br /> service classes was found. Similarly, the association between career advice and <br /> perceptions of importance of service laboratories proved to be statistically significantجامعة الأسکندرية. کلية السياحة و الفنادقالمجلة العلمية لکلية السياحة و الفنادق جامعة الأسکندرية2314-702412120150801COOPETITION STRATEGY AND TOURISM BUSINESS: AN EMPIRICAL INVESTIGATION OF EGYPTIAN TOURISM SMESCOOPETITION STRATEGY AND TOURISM BUSINESS: AN EMPIRICAL INVESTIGATION OF EGYPTIAN TOURISM SMES1031184526710.21608/thalexu.2015.45267ARهالة نبيلهلاليجامعة الاسکندرية - کلية السياخة و الفنادقJournal Article20190820Coopetition is a relatively new concept, a concept that emphasizes the simultaneous <br />competition and cooperation between firms. As Coopetition can be useful to increase <br />competency, as well as gain more benefits with less costs (Saraniemi and Kylanen 2010). <br />Therefore it can be used to improve the tourism industry ability in Egypt to withstand <br />disasters and catastrophes. This study investigates the practice of coopetition strategy in <br />the Egyptian tourism industry, as well as discusses the co-existence of competition and <br />cooperation within tourism companies. It also highlights the benefits of this emergent <br />strategy on tourism business. Structured questionnaires were distributed to explore <br />coopetition within Egyptian tourism companies’ key- persons. Data was obtained from 52 <br />small and medium sized businesses operating in Alexandria (Egypt). According to results, <br />SMES that participated in the survey have a positive attitude related to the coopetition <br />strategy. That is, they assess the collaboration with competitors; positively. The study <br />concludes that the surveyed companies apply coopetition within both their functional and <br />strategic levels.Coopetition is a relatively new concept, a concept that emphasizes the simultaneous <br /> competition and cooperation between firms. As Coopetition can be useful to increase <br /> competency, as well as gain more benefits with less costs (Saraniemi and Kylanen 2010). <br /> Therefore it can be used to improve the tourism industry ability in Egypt to withstand <br /> disasters and catastrophes. This study investigates the practice of coopetition strategy in <br /> the Egyptian tourism industry, as well as discusses the co-existence of competition and <br /> cooperation within tourism companies. It also highlights the benefits of this emergent <br /> strategy on tourism business. Structured questionnaires were distributed to explore <br /> coopetition within Egyptian tourism companies’ key- persons. Data was obtained from 52 <br /> small and medium sized businesses operating in Alexandria (Egypt). According to results, <br /> SMES that participated in the survey have a positive attitude related to the coopetition <br /> strategy. That is, they assess the collaboration with competitors; positively. The study <br /> concludes that the surveyed companies apply coopetition within both their functional and <br /> strategic levels.جامعة الأسکندرية. کلية السياحة و الفنادقالمجلة العلمية لکلية السياحة و الفنادق جامعة الأسکندرية2314-702412120150801Coopetition؛ strategic alliances؛ competition؛ collaboration؛ SMEsTHE INFLUENCE OF TECHNOLOGICAL INNOVATION ON TOURISM ENTERPRISES’ PERFORMANCE: A COMPARATIVE STUDY OF TRAVEL AGENTS AND HOTELS IN EGYPT1191344527010.21608/thalexu.2015.45270ARمحمد سليمان،محمد شديدجامعة الاسکندرية - کلية السياحة و الفنادقJournal Article20190820Given the rapid development of competition, organizations are in urgent need for creating <br />viable new concepts, activities, and practices. In recent years, innovation has emerged as <br />a pressing theme for most organizations involved in service industry. Technological <br />innovation competencies are being required in all fields and at all levels in tourism and <br />hospitality industry. This study aims to examine the influence of technological innovation <br />on tourism and hospitality enterprises’ performance in Egypt. Quantitative approach is <br />used to achieve the aim of the study. Questionnaires were distributed and collected from <br />managers in travel agencies category 'A' and five star hotels in Egypt. The main findings <br />of the study are: product and process innovations have a significant effect on production, <br />financial, and market performance of Egyptian travel agents and hotels. This study is <br />useful for tourism and hospitality organizations that are in imperative need to improve <br />their performance. This study is contributing to knowledge by providing insights from <br />tourism and hotel sector in a developing country, Egypt.Given the rapid development of competition, organizations are in urgent need for creating <br /> viable new concepts, activities, and practices. In recent years, innovation has emerged as <br /> a pressing theme for most organizations involved in service industry. Technological <br /> innovation competencies are being required in all fields and at all levels in tourism and <br /> hospitality industry. This study aims to examine the influence of technological innovation <br /> on tourism and hospitality enterprises’ performance in Egypt. Quantitative approach is <br /> used to achieve the aim of the study. Questionnaires were distributed and collected from <br /> managers in travel agencies category 'A' and five star hotels in Egypt. The main findings <br /> of the study are: product and process innovations have a significant effect on production, <br /> financial, and market performance of Egyptian travel agents and hotels. This study is <br /> useful for tourism and hospitality organizations that are in imperative need to improve <br /> their performance. This study is contributing to knowledge by providing insights from <br /> tourism and hotel sector in a developing country, Egypt.جامعة الأسکندرية. کلية السياحة و الفنادقالمجلة العلمية لکلية السياحة و الفنادق جامعة الأسکندرية2314-702412120150801ASSESSING THE BALANCED SCORECARD AS A PERFORMANCE MEASUREMENT SYSTEM IN TRAVEL AGENCIESASSESSING THE BALANCED SCORECARD AS A PERFORMANCE MEASUREMENT SYSTEM IN TRAVEL AGENCIES1351534527110.21608/thalexu.2015.45271ARحميده عبد السميعمحمدجامعة الاسکندرية - کلية السياخة و الفنادقJournal Article20190820The balanced scorecard (BSC) has gained its popularity as a performance <br />measurement system in all sectors, such as manufacturing and services. The BSC is <br />built upon four main areas, respectively; learning and growth, internal business <br />process, customer and financial perspectives. The key objective of this research is to <br />examine the applicability of the BSC as a tool for performance measurement at travel <br />agencies in Egypt. The literature introduces the definitions of BSC, its benefits and <br />limitations. The study is exploratory in nature, utilizing online structured <br />questionnaire which is directed to tourism managers. A sample size of (86) managers <br />has been introduced in this research. The main findings of the practical study revealed <br />that even though the BSC measures have been used extensively in the travel agencies, <br />the respondents' managers weren't aware of the BSC concept. That result clarifies that <br />there isn't a relationship between using the measures of BSC and the awareness of that <br />concept. The study also identified the key challenges that could face travel agencies <br />when implementing BSC.The balanced scorecard (BSC) has gained its popularity as a performance <br /> measurement system in all sectors, such as manufacturing and services. The BSC is <br /> built upon four main areas, respectively; learning and growth, internal business <br /> process, customer and financial perspectives. The key objective of this research is to <br /> examine the applicability of the BSC as a tool for performance measurement at travel <br /> agencies in Egypt. The literature introduces the definitions of BSC, its benefits and <br /> limitations. The study is exploratory in nature, utilizing online structured <br /> questionnaire which is directed to tourism managers. A sample size of (86) managers <br /> has been introduced in this research. The main findings of the practical study revealed <br /> that even though the BSC measures have been used extensively in the travel agencies, <br /> the respondents' managers weren't aware of the BSC concept. That result clarifies that <br /> there isn't a relationship between using the measures of BSC and the awareness of that <br /> concept. The study also identified the key challenges that could face travel agencies <br /> when implementing BSC.جامعة الأسکندرية. کلية السياحة و الفنادقالمجلة العلمية لکلية السياحة و الفنادق جامعة الأسکندرية2314-702412120150801التحکیم الالکترونى فى منازعات السیاحة الالکترونیةالتحکيم الالکترونى فى منازعات السياحة الالکترونية1541764527510.21608/thalexu.2015.45275ARأکمل رمضان، محمد عنتر،رغدة معوضجامعة الاسکندرية - کلية السياحة و الفنادقJournal Article20190820نظ ا رً لحداثة الد ا رسات القانونیة فى مجال السیاحة الالکترونیة وندرتها فإن هذا البحث یطرق باباً<br />جدیداً علی عقود السیاحة الالکترونیة وکیفیه حل المنازعات المتعلقه بها ، فیتناول البحث أحدث<br />ما ترتب علی ظهور العولمة القانونیة فى مجال حل المنازعات العقدیة وهو التحکیم الإلکترونى<br />کأحدث الآلیات لفض المنازعات الإلکترونیة. فمع انتشار السیاحة الالکترونیة بانتشار التجا رة<br />الالکترونیة کان لابد من نشأة قواعد إج ا رئیة تحفظ لأط ا رف التعامل الالکترونى حقوقهم الناشئة<br />عنه و تسویة المنازعات بینهم ،و هی قواعد تلاءم الطبیعة الخاصة للوسط الذی یتم التعامل<br />الالکترونى فیه من حیث کونه بیئة الکترونیة تتجاوز الحدود الإقلیمیة للدول غالب اً.<br />هذه القواعد تسوى الن ا زع الناشىء دون اللجوء إلى تعقیدات القضاء العادى ، لذلک بات منطقیاً<br />اللجوء إلى الوسائل البدیلة و من بینها التحکیم الالکترونى ، باعتباره وسیلة حدیثه لها دور ایجابى<br />فعال فى فض منازعات عقود السیاحة عموما و الإلکترونیة خصوصا ، وهو ما نسعى الیه فى<br />هذا البحث من خلال منهج البحث القانونی الذى یعتمد على التحلیل الوصفى و المقارن بهدف<br />تحدید ماهیة التحکیم الالکترونى کمصطلح و مفهوم حدیث و الوصول إلى فهم الجوانب القانونیة<br />الموضوعیة والإج ا رئیة المتعلقة به، حتى نضع تحت ید المشرع والمختصین اطا ا ر قانونیا متکامل <br />ومرنا لفض المنازعات السیاحیه على النحو الذى قد یکون له أفضل الأثر على التنمیه السیاحیه فى مصر.نظ ا رً لحداثة الد ا رسات القانونية فى مجال السياحة الالکترونية وندرتها فإن هذا البحث يطرق باباً<br />جديداً علي عقود السياحة الالکترونية وکيفيه حل المنازعات المتعلقه بها ، فيتناول البحث أحدث<br />ما ترتب علي ظهور العولمة القانونية فى مجال حل المنازعات العقدية وهو التحکيم الإلکترونى<br />کأحدث الآليات لفض المنازعات الإلکترونية. فمع انتشار السياحة الالکترونية بانتشار التجا رة<br />الالکترونية کان لابد من نشأة قواعد إج ا رئية تحفظ لأط ا رف التعامل الالکترونى حقوقهم الناشئة<br />عنه و تسوية المنازعات بينهم ،و هي قواعد تلاءم الطبيعة الخاصة للوسط الذي يتم التعامل<br />الالکترونى فيه من حيث کونه بيئة الکترونية تتجاوز الحدود الإقليمية للدول غالب اً.<br />هذه القواعد تسوى الن ا زع الناشىء دون اللجوء إلى تعقيدات القضاء العادى ، لذلک بات منطقياً<br />اللجوء إلى الوسائل البديلة و من بينها التحکيم الالکترونى ، باعتباره وسيلة حديثه لها دور ايجابى<br />فعال فى فض منازعات عقود السياحة عموما و الإلکترونية خصوصا ، وهو ما نسعى اليه فى<br />هذا البحث من خلال منهج البحث القانوني الذى يعتمد على التحليل الوصفى و المقارن بهدف<br />تحديد ماهية التحکيم الالکترونى کمصطلح و مفهوم حديث و الوصول إلى فهم الجوانب القانونية<br />الموضوعية والإج ا رئية المتعلقة به، حتى نضع تحت يد المشرع والمختصين اطا ا ر قانونيا متکامل <br />ومرنا لفض المنازعات السياحيه على النحو الذى قد يکون له أفضل الأثر على التنميه السياحيه فى مصر.جامعة الأسکندرية. کلية السياحة و الفنادقالمجلة العلمية لکلية السياحة و الفنادق جامعة الأسکندرية2314-702412120150801دور فکر المسئولیة الاجتماعیة فی تعزیز توجه التسویق المجتمعی لشرکات السیاحة وشرکات الطیران بالتطبیق على مصردور فکر المسئولية الاجتماعية في تعزيز توجه التسويق المجتمعي لشرکات السياحة وشرکات الطييران بالتطبيق على مصر1772004527810.21608/thalexu.2015.45278ARسمر محمد سلامة،هالة نبيل هلالى، أمانى نبيل بشاىجامعة الاسکندرية - کلية السياحة و الفنادقJournal Article20190820اکتسب مفهوم المسئولیة الاجتماعیة وتطبیقاته المختلفة أهمیة مت ا زیدة فی الآونة الأخیرة.<br />فالمسئولیة الاجتماعیة للشرکات تلزم الشرکة باتخاذ بعض ق ا ر ا رتها بناء علی اهتمامات تتجاوز -<br />ولو جزئیا- مصالحها الاقتصادیة أو التقنیة، حیث تهتم بالمشکلات الناجمة عن حضور الشرکة<br />فی المشهد الاجتماعی، وتحدید المبادئ الأخلاقیة اللازمة لحکم العلاقة بین الشرکة والمجتمع. إلا<br />أن بعض الشرکات السیاحیة تواجه صعوبات بالغة فی الوفاء بمتطلبات المسئولیة الإجتماعیة.<br />وقد یرجع ذلک إلی الممارسات العشوائیة فی المسئولیة الإجتماعیة، أو لعدم وعی الشرکات<br />السیاحیة بمتطلبات المسئولیة الإجتماعیة أو للظروف غیر الداعمة لتنشیط المسئولیة الإجتماعیة<br />فی المجتمع.<br />ومن هنا تأتی أهمیة هذه الد ا رسة التی تهدف إلى الوقوف على مدی تبنی فکر المسئولیة<br />الاجتماعیة فی شرکات السیاحة وشرکات الطی ا رن فی مصر ومدى انعکاس ذلک على تطبیق<br />توجهات التسویق المجتمعی بتلک الشرکات. وما إذا کان تبنی مفهوم المسئولیة الاجتماعیة یقود<br />بالضرورة إلى تعزیز ت وجه التسویق المجتمعی بتلک الشرکات. کما تهدف الد ا رسة أیضا الى<br />الوصول الى مدى وعی العاملین بتلک الشرکات بمفاهیم المسئولیة الاجتماعیة والتسویق <br />المجتمعی واد ا رکهم للتطبیقات العملیة لذلک. کما یتم وضع تصور مقترح لتدعیم تطبیق مفهوم <br />المسئولیة الإجتماعیة فی شرکات السیاحة والطی ا رن بمصراکتسب مفهوم المسئولية الاجتماعية وتطبيقاته المختلفة أهمية مت ا زيدة في الآونة الأخيرة.<br />فالمسئولية الاجتماعية للشرکات تلزم الشرکة باتخاذ بعض ق ا ر ا رتها بناء علي اهتمامات تتجاوز -<br />ولو جزئيا- مصالحها الاقتصادية أو التقنية، حيث تهتم بالمشکلات الناجمة عن حضور الشرکة<br />في المشهد الاجتماعي، وتحديد المبادئ الأخلاقية اللازمة لحکم العلاقة بين الشرکة والمجتمع. إلا<br />أن بعض الشرکات السياحية تواجه صعوبات بالغة في الوفاء بمتطلبات المسئولية الإجتماعية.<br />وقد يرجع ذلک إلي الممارسات العشوائية في المسئولية الإجتماعية، أو لعدم وعي الشرکات<br />السياحية بمتطلبات المسئولية الإجتماعية أو للظروف غير الداعمة لتنشيط المسئولية الإجتماعية<br />في المجتمع.<br />ومن هنا تأتي أهمية هذه الد ا رسة التي تهدف إلى الوقوف على مدي تبني فکر المسئولية<br />الاجتماعية في شرکات السياحة وشرکات الطي ا رن في مصر ومدى انعکاس ذلک على تطبيق<br />توجهات التسويق المجتمعي بتلک الشرکات. وما إذا کان تبني مفهوم المسئولية الاجتماعية يقود<br />بالضرورة إلى تعزيز ت وجه التسويق المجتمعي بتلک الشرکات. کما تهدف الد ا رسة أيضا الى<br />الوصول الى مدى وعي العاملين بتلک الشرکات بمفاهيم المسئولية الاجتماعية والتسويق <br />المجتمعي واد ا رکهم للتطبيقات العملية لذلک. کما يتم وضع تصور مقترح لتدعيم تطبيق مفهوم <br />المسئولية الإجتماعية في شرکات السياحة والطي ا رن بمصر