الفهرس | Only 14 pages are availabe for public view |
Abstract The current study used the case study approach to examine the relationship between intellectual capital and marketing in Travco Travel and Travco Holidays as a case study of tour operators in Egypt. The study problem was concerned with illustrating how intellectual capital and marketing might be correlated and to what extent intellectual capital might affect marketing in Travco Travel and Travco Holidays. The study used the questionnaire as the main instrument to gather the primary data from the study’s sample. The study results exhibited a significant correlation between intellectual capital and marketing in Travco Travel and Travco Holidays. Moreover, there were significant differences between the categories of demographic variables in intellectual capital dimensions and marketing dimensions in Travco Travel and Travco Holidays. Finally, intellectual capital dimensions had the ability to predict the level of marketing dimensions in Travco Travel and Travco Holidays. The study raised many questions for further studies such as: the relationship between intellectual capital and E-marketing in tour operators, the relationship between intellectual capital and marketing in hotels and airlines and the relationship between knowledge management and intellectual capital in tour operators. |