Employing Touristic Advertisement Treatments to Enrich the Visual Identity: A Study on Textile Design for Egyptian Coastal Hotels

CURRENT TRENDS IN FASHION TECHNOLOGY & TEXTILE ENGINEERING- JUNIPER PUBLISHERS

 

Abstract

Tourism is one of the top priorities of the country as a source of national income, Therefore, the State seeks to promote the tourism sector and its infrastructure. This study assumed that the use of graphics treatments for tourism advertising through the textile furnishing of hotels in coastal cities enriches their visual identity. Also, the synchronized presentation of tourism Ads along with specifically designed textile furnishings can play an active role in confirming the hotel distinctive identity. This experimental study, which involved 150 coastal hotel guests, measured the effect of unified graphic treatments of tourism advertising of coastal hotels in addition to specifically designed textile furnishings and the impact of their synchronization on the guest perception of the visual individuality of the hotel. The study concluded that recruitment of graphic treatments of tourism advertising in the textile furnishings of the coastal hotels enhances the hotel’s visual distinctiveness. In addition, the synchronized presentation increased the credibility of the hotel and augmented its characteristic visual identity.

Keywords: Graphical treatments; Touristic advertisements; Textile furnishing; Coastal hotels; Visual identity

Introduction

The political situation that country has faced in the last previous years which accordingly has an impact on tourism sector in whole Egypt generally but especially Cairo and Sinai. As tourists started to switch their directions on Egypt from capital to visiting the Coastal cities thus it becomes recently one of the most important factor on developing and financing the tourism sector because the low number of population, More comfortable and secure to tourists. The increasing on the tourists’ number visiting these coastal cities refers to the importance of developing these tourism sectors, where the tourist enjoys many of the coastal characteristics. Hence, we find the importance of highlighting distinctive visual identity of the coastal hotels as the most important factor of comfort and pleasure for tourist during his visit and it can enrich his sense of Egyptian visual tourism identity and the possibility of enjoying it, also it reflects the mental image about his visit to Egypt. The study suggests that the integration of advertising studies and the textile sector of coastal hotels and their accessories to form a distinctive visual identity has become a necessity for these hotels, where the use of graphic treatments for tourism advertising in the textile furnishings of coastal hotels enriches their visual identity to leave a civilized impression in the minds of tourists. In addition, the synchronized presentation of this tourism advertising with those textile furnishings has an active role in confirming the identity of the coastal hotels, which is one of the mental stimuli, which have an effective role in influencing tourists’ behaviour, thus advancing the development of tourism, increase tourism income and national economy successively.

This idea has not been investigated previously. This gap in the literature is surprising. Not only because of the efficacy of the advertising using textile designs in creating visual and graphical individual identities for hotel corporations, but also due to its ability to attract tourists to these coastal cities in Egypt for their effectiveness in adding a deportation. Our research starts filling this gap. Specifically, we expect that the ability of graphic treatments for tourism advertisements to create visual images, as the processes of reduction, addition, editing, distortion, integration, complex compositions, abstraction, experimentation, shapes interconnections and elements analysis have an active role in achieving the thrill, attraction and dazzling for designs, and provide creative standards for the elements of a successful mental images for the design which will lead to the excellence and remembrance for these visual elements and it will put the tourist on a certain atmosphere on the coastal hotel, enjoy the visit from the beginning and then to consolidate this visit to the historical tourism places to leave a strong impression of the civilization of the country and thus the desire of the tourist to repeat the visit. We examine this main proposal through an experimental study based on the use of unified graphic treatments in both the tourism advertising of the coastal hotel and the designs of its textile furnishings to emphasize its distinctive visual identity derived from its tourism and civilization nature. In addition, the study of the synchronized presentation of this tourism advertising with the textile designs of the coastal hotel and its role of this synchronization to enrich the hotel’s coastal identity.

Coastal tourism is depending on the pursue of different civilization of the different eras of Egypt which caused the cultural integration between civilization and tourism. Which have also a great impact on attracting tourists and strengthening this civilization and tourism on hotels have a great impact on national security, In addition to the strategic location of coastal cities and its beaches, the treasures of coral reefs and the diversity of fish these all factors that can be used visually to enrich the visual identity of hotels and resorts in different cities such as Sharm el-Sheikh, Dahab, Nuweiba, Alexandria, El Gouna, Hurghada, Ain Sokhna. According to the importance of hotels as one of the requirements of tourism and the basis of tourism structure, the rate of increase of hotels from 1998 to 2006 is relatively high, where it rose from 829 hotels to 1332 villages, bringing the rate of increase to 53%. Accordingly, the capacity rate is gradually increasing to 10 times than the average of housing capacity. As 2007 witnessed the establishment of 160 new hotels and the increase in the number of tourism days to 12%. [1], especially the success of Egypt in 2017 as the best destination for travel and increasing rates of the existence of coastal hotels until 2018, which indicates the need to give high attention to the hotel industry as it is one of the most important factors for the success of tourism.

Wherefore, this study seeks to embody the distinctive visual identity of coastal hotels using the unified graphic treatments derived from the rich and visually stunning coastal heritage in both the hotel’s tourism advertising and its textile furnishings and accessories. In addition to the synchronization of the presentation and study of the impact of this synchronization on the creation and richness of the hotel’s visual identity, which works to connect the visual elements of the hotel with its objectives and strategy to promote coastal tourism in Egypt and support the national economy. Last, the result of our study showed strong approval for the relatively high participants. The effective recruitment of graphic treatments for tourism advertising in the textile furnishings of the hotels of the coastal cities enriches the hotel’s visual identity and illustrates a distinctive visual entity that represents the determinants and characteristics of this distinctive identity from its competitors. In addition, the synchronized presentation of this tourism advertising with those textile furnishings gave rise to the credibility of the hotel service and its images have a distinctive visual identity resulting from the unification of the formal elements. The results indicated that a positive mental image was established on the coastal hotel.

Theoretical Background

The world tourism organization agreed on defining tourism as traveling activities out of the tourist normal environment for a period of not more than one year, respectively, for leisure, work or for various other purposes. Also, Weaver and Lawton (2003) defined it as a number of phenomena and relationships arising from interaction between tourists, the tourism industry, host governments, host communities, governments, universities, community colleges and non-governmental organizations in the process of attracting, transporting, hosting and managing tourists and other visitors [2]. The tourism industry is one of the most important means of global communication between countries and peoples. It is the gate from which people learn about different cultures and different societies abroad. Tourism also is one of the most important international industries. Thus, marketing of tourism identity has a central role in expanding this industry. As tourism is considered as a multinational field that has global importance, It is one of the most profitable industries, which in turn causes great economic growth (financial growth), private business, and provide human resources to economy, In addition to the popularity added by the visual identity of tourism to the image of the country globally, tourism is an integral part of the state infrastructure [3].

Tourism Attraction Essence

The process of attraction is considered as an essence for tourism promotion process and designer concentration on inspiring the prospected tourists with the special visual identity of the coastal cities is one of the most important factors for the conventional promotion process. Tourism attraction is defined as it is the permanent source that controls the income generated by the tourism sector (entrance fees, activities, visits, donations, buying and selling movements, etc.) which designed to entertain tourists primarily. [4] Also (Mayo and Jarvis 1981) defined it as the importance of the individual benefits and the perceived ability of the state as a tourist destination to provide these individual benefits [5]. The attraction of tourism is one of the aspects of current tourism investment due to its role on developing tourism demand also for being an effective informing tool to tourists about service or tourism product, and according to the increase on the international competition to promote tourism to the other countries so the development on this sector is globally increasing as well as the importance of tourism attraction to the Egyptian coastal places. Tourism is often evaluated by tourists’ feedback about the country’s ability to meet their needs and desires. Previous studies have shown that the study of tourist attractions is necessary to understand the elements that encourage tourists to visit. [6] have found that whenever a country is able to meet the tourist needs the greater the tourist attractions and thus become a strong competitor to other tourism alternatives

[5] suggest that tourism attractions in the country are being enhanced by the importance of the country’s tourist attractions, infrastructure, tourism services and products, and the means of living and comfort, as well as the people who provide these services [5]. Which shows the importance of giving attention to the coastal hotels sector as it represents an important source of tourism services, which in turn reflect an important image to tourist about the Egyptian tourism sector, and thus constitute an effective element in the Egyptian tourist attractions

Textile Furnishings and Paintings

Textile furnishings and paintings represent one of the most important factors in the success of the visual identity of hotels and resorts. As it presents the creation of graphic treatments for civilization, natural and environmental history of the coastal landscape in the design of furniture and textile paintings, which in turn provide designer with the largest number of units and elements in weaving art that reflect the place and its originality and which combine the cultural heritage of each region. All this helps on enriching the tourism places and attract tourist to the spirit of coastal places and its beauty. Also, we can see that the furnishings of the hotel are one of the most important advantages on the internal impression of tourist about the quality of hotel. As this material is the tourist comforting factors and which integrates with hotel other services to determine the failure or success of the visit? As tourist spent a great time from his visit on hotel so this time should be comforted and psychological effective. The textile method which is used in the production of textile paintings (tapestry) it is textile style with a non-extended texture. It is called paintings or clams because the designs have contiguous colour spaces and each colour space is woven by its own weft as this weft is going through the spaces on the design thus in any two adjacent parts the weft is not crossing with the filaments of the near part except in special circumstances. As a result, the vertical incisions may extend to large spaces, and this depends on the accuracy of the weavers, and may appear in slanted areas, which is the most applied methods used to produce textile paintings.

It is known textile products that add the purity of taste and beauty of life to the best as well as its necessity for man as a necessary utilitarian commodity [17] that this applied method was previously used in the Pharaonic era and it is an advanced technique for the method of founded on decoration style used in the belts and pharaonic straps of King Amenhotep II. Textile paintings are one of the most important. It is used in The Production of Textile Paintings Several Ways Like a. Drawing on woven and printing b. Embroidery which starting after finishing the fabric by adding threads with needle to make the decoration. c. The decoration is woven during the process of weaving in the normal manner, which embraces the threading and weaving threads with different fabric compositions [17].

The paintings or clams have been used in various ages to decorate the walls in different places, with its different taste such abstract artistic and descriptive and historical and heritage (pharaonic, Coptic, Islamic, popular, modern art). We can see that the textile paintings are of a distinctive character and high artistic value for their design of art, elements and its aesthetic value artistic units. As the aesthetic value is due to the decorations on them and because it is a cultural heritage that we cannot find an alternative now and because they record decorative elements and cultural legacies. It is one of the most important means to revive the different heritage of the arts in addition to the high value of their production by hand [18]. The artist who creates the textile paintings may formulate a topic about place or about a certain area that shows a specific story or to express the region and its history or events that passed through it and its people and rooting history. For example, a fishing trip can be recorded in a certain area or an archaeological element is observed in another area. Also, all tourism areas and monuments in each region can be recorded separately in several designs and to be implemented in the form of textile paintings [18]. Thus, the utilization of the natural characteristics of coastal cities depending on the graphic treatments of tourism advertisements reflects the nature of the coastal environment. It also adds many aesthetic sides to the textile objects, thus increasing the chances of localization of the heritage and the simulation of the tourist by conveying information through the textile commentator. It is also possible to start an exhibition with these textile paintings touring different countries to identify the tourist with different tourism area and what distinguishes it, and this works to attract the tourist and it is the final goal behind it .

The research provides one of the means that helps the designer to formulate the textile clams inspired from the outstanding spirit of the urban and natural environment of the coastal cities and recording tourism areas in several designs. It is implemented in the way of textile paintings to become a high quality and effective painting in its impact depending on the rich artistic value. As well as the reliance on the tourism advertising graphic treatments in the design of textile furnishings for coastal hotels such as chairs, pillows, carpets and other furnishings in parallel with the implementation of tourism advertising campaign based on the design of tourism posters and using them in various advertising channels to emphasize the visual identity of coastal hotels and attract the tourist by influencing his Mental and psychological state with the heritage and tourism of the coastal city starting from the place of accommodation in coastal hotel through its furnishings and textile articles. Therefore, We Formally State and Test in Our Study H1: The use of graphic treatments for tourism advertising in the textile furnishings of hotels in coastal cities enriches their visual identity. H2: The synchronized presentation of this tourism advertising with those textile furnishings has played an active role in confirming the identity of the coastal hotels.

Conclusion and Discussion

The results of the study showed support for our prediction. The results indicated the positive evaluation of the participants in the effective use of graphic treatments for tourist advertising in the textile textiles of the hotels of the coastal cities in enriching their visual identity, as well as their positive evaluation of the presentation of their role to show the identity of the coastal hotel. In addition, statistical analysis revealed that the unified graphics in both the tourist advertising of the external entity of the hotel and the furnishings of the textile hotel comprising its internal entity have an effective role in linking the unit to the visual entity of the coastal hotel [25].

More specifically, the statistical results showed that the unification and linking of elements of graphic treatments in advertising and textile furnishings helped to form a distinctive identity, which stimulated the enjoyment of the tourist hotel, providing him with a distinct competitive advantage of his competitors depending on the visual and mental situation that needed the feelings of the participant during the experiment.

The results indicated that the integration of hotel elements, whether in its advertisements or textile designs, creates a specific visual image of the hotel, which constitutes the determinants and elements of its visual identity.

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