Improving Souvenir Sales in Tourism: A Case Study of Khan El-Khalili Market

Radwan, Waleed; Jones, Eleri

doi:10.21608/ijaf.2015.95618

Improving Souvenir Sales in Tourism: A Case Study of Khan El-Khalili Market

Document Type : Original Article

Authors

Waleed Radwan ¹
Eleri Jones ²

¹ Department of Tourism Studies, Faculty of Tourism and Hotels Mnagement, Helwan University, CAIRO, Egypt.

² Associate Dean (Research), Cardiff School of Management, Cardiff Metropolitan University, CARDIFF, UK

10.21608/ijaf.2015.95618

Abstract

Khan El-Khalili market - famous across the Middle East - features in most tours of Cairo. Art and commerce combined together providing unique souvenir-buying experiences. Falling visitor numbers have threatened sustainability. This paper considers how the market’s sustainability might be enhanced.
Data collection involved: observation/ interviews with shop owner-managers; two surveys: first of 300 tourists (Europeans 89.4%; Americans 7.7%; other countries (e.g. Japan/China) 2.9%); second of 110 shop assistants/vendors.
Positive aspects: friendly interaction with tourists; the vendors - most spoke several languages. Negative aspects: some aggressive vendors; constant harassment of tourists; poor signage. The paper recommends communication/presentation skills training to help vendors deal with tourists appropriately.

Keywords