Co‐creation and the new marketing mix as an innovative approach for enhancing tourism industry competitiveness in Egypt

To investigate the extent to which co‐creation and 4Cs are extant in the Egyptian tourism industry policies, the paper tries to examine the attitudes of tourism industry's managers towards co‐creative and 4Cs network principles and their indicators. Data of the study was collected through questionnaire forms and statistical tests such as t‐test and ANOVA were used to validate the research outcomes. The research outcomes indicate that tourism business sector companies in Egypt do not have sufficient policies to be more oriented by market and they still use the traditional market mix policies (4Ps policies) for achieving their marketing objectives.