Cairo’s Call: Exploring the Role of Cultural Identity and Behavioral Intentions in Promoting Islamic Heritage Tourism in Egypt

Document Type : Original Article

Authors

1 Prince Sattam Bin Abdulaziz University

2 Higher Institute of Tourism and Hotels, EGOTH, Luxor

Abstract

This study examines how cultural identity influences tourists' behavioral intentions toward Islamic heritage tourism in Cairo, Egypt, incorporating perceived behavioral control as a mediator and demographic factors (gender, education) as moderators. Drawing on social identity theory and the Theory of Planned Behavior (TPB), a quantitative survey of 397 tourists revealed cultural identity directly enhances behavioral intentions (β = .42, *p* < .001), including revisit and recommendation plans. Perceived behavioral control partially mediates this relationship (indirect effect β = .18), indicating identity bolsters tourists' confidence in engaging with heritage sites. Gender and education significantly moderate effects: females (β = .48 vs. males β = .35) and postgraduates (β = .50 vs. undergraduates β = .38) exhibit stronger identity-driven intentions. The model explains 52% of behavioral intention variance. Findings underscore the need for identity-centric marketing, enhanced visitor empowerment, and demographic-tailored strategies to promote sustainable Islamic heritage tourism. The study also demonstrates the relationship between cultural identity, behavioral intentions, Islamic heritage tourism, and SDGs.

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