The Impact of Place Branding on choosing a Cultural Tourism Distention

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Disclaimer: This for a pre-master's degree project - Faculty of Commerce -Cairo University, Marketing Department. This research is based on an applied Active Research upon "The Grand Egyptian Museum" to measure the impact of Place Branding when using movie narrative. The direct links are attached to avoid technical difficulties.
To answer the survey:
1. Please visit the website for more information about the project: (https://grandegymuseum.wixsite.com/grandegy)

2. Watch the movie promo: (https://drive.google.com/file/d/1JaWN9dQqj7H9c2EPYUkp9loV1_mwzfzv/view?usp=sharing)

3. Fill the survey:
(https://forms.gle/k7KfkkhBiPYWCkdP7)
Thank you for taking your time and efforts to answer this survey. "The Grand Egyptian Museum Project"

The survey is for a pre-master's degree project, Faculty of Commerce, Cairo University. It is applied as a case study upon "The Grand Egyptian Museum" to measure the impact of Place Branding when using movie narrative.
هذا الاستبيان خاص بمشروع درجة تمهيدي ماجستير، كلية التجارة ، جامعة القاهرة. يتم تطبيقه كدراسة حالة على "المتحف المصري الكبير" لقياس تأثير العلامة التجارية للمكان عند استخدام السرد القصصي عن طريقة الأفلام.

Thank you for your time!

Demographic Characteristics

Where are you from? (Please write your county's name in English) من أي دولة؟ يرجى كتابة اسم الدولة باللغة الإنجليزية *

Gender (النوع) *

Male

Female

Age (العمر) *

Younger than 17

17 - 20

20 - 25

25 - 30

30 - 35

35 - 40

40 - 45

45 or older

Educational Level (المستوى التعليمي) *

High school Degree or equivalent

Bachelor's Degree (e.g. BA, BS, etc.)

Master's Degree (e.g. MA, MS, MEd, MBA)

Doctorate (e.g. PhD, DBA, EdD)

Others

What is your current employment status? (ماهو وضعك الوظيفي حاليا؟)

Unemployed

Employed Full-time

Employed Part-time

Student

Retired

Self-employed

Clear selection

What is your monthly income? (The currency shown is in Egyptian pound, thus, if your income is otherwise please select an equivalent with your currency) ما هو دخلك الشهري؟ (العملة بالجنيه المصري، وبالتالي إذا كان دخلك بعملة خلاف ذلك، يرجى تحديد ما يعادله بعملتك) *

Less than 2000

2000 or less than 5000

5000 or less than 10000

10000 or less than 15000

15000 or less than 20000

20000 or more

General Tourism questions

General Tourism and Movie preferences questions (أسئلة عامة عن السياحة والأفلام)

How many times have you been to Egypt in the past? (كم مرة قمت بزيارة من مصر في الماضي؟) *

Never

1 Time

2 to 3 Times

4 to 5 Times

More than 5 Times

I am a resident (مقيم بالدولة)

If you are on HOLIDAY, what type of holiday are you going for? (إذا كنت مسافر بعطلة، ما نوع العطلة التي تفضلها؟) *

1 = Strongly disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly agree

Sun/beach holiday

Health/Wellness

Cultural holiday

Ecotourism/nature holiday

Creative/educational holiday

Rural holiday

Touring holiday

City trip

Sports holiday

Please rate the promo of the movie you just have watched. (1= Strongly Dislike it, 2 = Dislike it, 3 = Neutral, 4 = I Like it, 5= Strongly Like it) يرجى تقييم العرض الترويجي للفيلم الذي شاهدته للتو. (1 = لم يعجبني بشدة ، 2 = لم يعجبني ، 3 = محايد ، 4 = أعجبني ، 5 = أعجبني بشدة) *

Strongly Dislike it

Strongly Like it

Place Branding and Movie Narrative

The Following questions are based on the promo of the movie you have just watched, so if you did not watch it, please take 2 minutes of your time to enjoy it the following video.

تعتمد الأسئلة التالية على العرض الترويجي للفيلم الذي شاهدته للتو، لذلك إذا لم تشاهده ، يرجى تخصيص دقيقتين من وقتكم للاستمتاع بالفيديو التالي.

The Place Experience Questions

There are so many interesting things that attract me to a destination other than heritage. (1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree) هناك الكثير من الأشياء المثيرة للاهتمام تجذبني إلى وجهة ثقافية غير التراث. (1 = لا أوافق بشدة ، 2 = لا أوافق ، 3 = محايد ، 4 = أوافق ، 5 = أوافق بشدة)

Strongly disagree

Strongly agree

Clear selection

After watching the movie promo of “History Untold: The Return of Kemet”, please indicate to which degree each adjective reflects your perception of the lead female character appeared at the end. (1 = Strongly Disagree, 5 = Strongly Agree) بعد مشاهدة العرض الترويجي للفيلم، يرجى توضيح الدرجة التي تعكس فيها كل صفة إدراكك للشخصية الرئيسية التي ظهرت في النهاية *

Unattractive (غير جذابة)

Attractive (ملفتة للانتباه)

Ethereal (أسطورية و خارق للطبيعة)

Vibrant (حيوية)

Mysterious (غامضة)

Authentic Egyptian (مصرية أصيلة)

Historical (تاريخية)

Antique Symbol (عتيقة)

Emotionally Motivating (محفزة للعواطف)

Royal (ملكي)

After watching the movie promo, please indicate to which degree each adjective represent your perception of "The Grand Egyptian Museum". (1 = Strongly Disagree, 5 = Strongly Agree) بعد مشاهدة العرض الترويجي للفيلم، يرجى الإشارة إلى أي درجة تمثل كل صفة تصورك "للمتحف المصري الكبير". *

Unattractive (غير جذابة)

Attractive (ملفتة للانتباه)

Vast (واسع و فسيح)

Beloved (محبب)

Rich (ثري)

Authentic Egyptian (مصرية أصيلة)

Historical (تاريخية)

Antique Symbol (عتيقة)

Emotionally Motivating (محفزة للعواطف)

Enigmatic (غامض)

Unique (فريد من نوعة)

Legendary (أسطوري)

Place Identity Questions

Please indicate if you agree or disagree with the following statements. (1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree)يرجى توضيح ما إذا كنت توافق أو لا توافق على العبارات التالية. (1 = لا أوافق بشدة، 2 = لا أوافق، 3 = محايد، 4 = أوافق، 5 = أوافق بشدة) *

What enjoy mostly about places with Heritage and historical sites

I enjoy places with Food and Shopping

I enjoy places with Theater, Music, or Events

I will enjoy the places mentioned in my favourite movie, series, or play

I will enjoy the places where my favourite movie, series, or play took place

I will enjoy the places mentioned in my favourite song

I will enjoy the places mentioned in my favourite book

I will enjoy the places where my favourite book took place

What enjoy mostly about places with Heritage and historical sites

I enjoy places with Food and Shopping

I enjoy places with Theater, Music, or Events

I will enjoy the places mentioned in my favourite movie, series, or play

I will enjoy the places where my favourite movie, series, or play took place

I will enjoy the places mentioned in my favourite song

I will enjoy the places mentioned in my favourite book

I will enjoy the places where my favourite book took place

After watching the movie promo, please indicate if you agree or disagree with the following statement. (1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree)بعد مشاهدة الفيلم ، يرجى توضيح ما إذا كنت توافق أو لا توافق على البيان التالي. (1 = لا أوافق بشدة، 2 = لا أوافق، 3 = محايد، 4 = أوافق، 5 = أوافق بشدة) *

Watching the promo, I perceive the history of the Pharaohs

This movie promo has authenticated the persona of "The Grand Egyptian Museum"

After watching the promo, I want to experience many of the same historic atmospheres

Watching the promo, I developed a connection with "The Grand Egyptian Museum"

After watching the promo, it is very pleasant to visit "The Grand Egyptian Museum"

After watching the promo, I would admire to wander around the halls of "The Grand Egyptian Museum"

After watching the promo, I would like to visit "The Grand Egyptian Museum" for my next vacation.

Watching the promo, I perceive the history of the Pharaohs

This movie promo has authenticated the persona of "The Grand Egyptian Museum"

After watching the promo, I want to experience many of the same historic atmospheres

Watching the promo, I developed a connection with "The Grand Egyptian Museum"

After watching the promo, it is very pleasant to visit "The Grand Egyptian Museum"

After watching the promo, I would admire to wander around the halls of "The Grand Egyptian Museum"

After watching the promo, I would like to visit "The Grand Egyptian Museum" for my next vacation.

Place Image Questions

Do you form expectations about places before visiting them? *

How familiar are you with "The Grand Egyptian Museum"? (1 = Extremely Unfamiliar, 2 = Unfamiliar, 3 = Neutral, 4 = Familiar, 5 = Extremely Familiar)ما مدى معرفتك بالمتحف المصري الكبير؟ (1 = غير مألوفة للغاية، 2 = غير مألوفة، 3 = محايد، 4 = مألوفة ، 5 = مألوفة للغاية) *

The largest museum development projects in the world

The Largest Museum of Egyptology in the world

The site neighboring the timeless Pyramids of Giza

Homage of Ancient Egyptian monuments

A cultural destination

A historical attractions

A Landscape and Architecture beauty

After viewing the movie promo, please rate how accurately each of the following statements describing "The Grand Egyptian Museum". (1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree)بعد مشاهدة العرض الترويجي للفيلم، يرجى تقييم مدى كلا من الجمل التالية التي تصف "المتحف المصري الكبير". *

It is a Museum of Egyptology

It is a hub for Pharaonic monuments

The museum is Pleasant

The museum is Beautiful

The museum is mysterious

The museum is a Cultural attraction

The museum is connecting the past and the present

History comes alive in "The Grand Egyptian Museum:

Place Narratives Questions

Please indicate to what extent you have felt the following statuses while you were watching the movie promo. (يرجى تحديد مدى شعورك بالظروف التالية أثناء مشاهدة عرض الفيلم الترويجي.) *

1 = Strongly disagree 5 = Strongly agree

While watching the movie promo I imagined a clear picture of the "Grand Egyptian Museum"

I felt my mind wandering in the halls of "the Grand Egyptian Museum" while viewing the movie promo

While watching the movie promo I produced a clear image of the lead character “Kemet”

While watching the movie promo, I could surely imagine the events happening in it.

I could imagine "The Grand Egyptian Museum" in the scene of the story described in the movie promo.

I felt emotionally involved in the story of "The Grand Egyptian Museum" while watching the promo.

Viewing the movie promo, I found it easy to establish connections with the stories of the Ancient Egyptians.

While viewing the movie promo, I discovered the vibrant story of the Egyptian persona.

I want to know the tales of Ancient Monuments existing in "the Grand Egyptian Museum"

I need to know how the movie story will end