EGYPTIAN TOURISM SMES IN THE DIGITAL ERA: AGILE MARKETING AND BRANDING AS CATALYSTS FOR SUSTAINABLE MARKETING PERFORMANCE

Abstract

Digital transformation has fundamentally reshaped marketing paradigms for small and medium enterprises (SMEs), particularly within Egypt's dynamic tourism sector. This study investigates the synergistic relationships between digital marketing, agile marketing, and agile branding as catalysts for sustainable marketing performance in Egyptian tourism SMEs. The research aims to examine direct effects of digital marketing on marketing performance, agile marketing, and agile branding, while exploring the mediating roles of agile marketing and agile branding in the digital marketing-performance nexus. Employing a quantitative research design, this study utilized structural equation modeling (SEM) to analyze data from 496 tourism SME representatives collected through a dual-approach survey methodology. The measurement instrument comprised five validated constructs assessed through established scales, with data collection conducted between August-December 2024 across various Egyptian tourism enterprises. Results reveal significant positive effects of digital marketing on marketing performance (β = 0.497, p < 0.001), agile marketing (β = 0.421, p < 0.001), and agile branding (β = 0.398, p < 0.001). Agile marketing (β = 0.458, p < 0.001) and agile branding (β = 0.404, p < 0.001) significantly enhance marketing performance. Mediation analysis confirms agile marketing (β = 0.209, p < 0.001) and agile branding (β = 0.200, p < 0.001) as significant mediators between digital marketing and performance. These findings position digital marketing as a strategic resource that, combined with organizational agility, drives sustainable competitive advantage while supporting UN Sustainable Development Goals 8, 9, 11, 12, and 13 through eco-friendly practices and community-focused initiatives.