Due to the rarity of its ecological components, which serve as natural marketing components for ecotourism activities, especially diving, Ras Mohamed natural protectorate is regarded as one of the most significant tourist attractions in Egypt and the globe. Because of the sensitive and fragile nature of the ecosystems in the protectorate, the research's problem, it seeks to propose a methodology that has the least potential negative impact and to adopt the concept of sustainable marketing by estimating the absorptive capacity of tourism TCC (Tourism Carrying Capacity) to integrate it within the sustainable marketing strategy within the nature reserves sector to maximise the economic and investment return from it, with its sustainable use an important consideration. Several recommendations were made by the investigation, based on comprehensive sustainable development and Egypt's Vision 2030. Given the sensitivity and fragility of the components of the Ras Mohammed protected aria environmental systems, the research made several recommendations, the most significant of which was the interest in the natural sustainable marketing. To do this, an appropriate marketing strategy that takes into account the criteria for the best use of ecosystem services according to its absorptive capabilities and takes into account the surrounding environment should be established.
الملخص
نظرًا لندرة مكوناتها البيئية التي تُعد مكونات تسويقية طبيعية للأنشطة السياحية البيئية، وخاصة الغوص، تُعتبر محمية رأس محمد الطبيعية واحدة من أهم المعالم السياحية في مصر والعالم. وبسبب الطبيعة الحساسة والهشة للنظم البيئية في المحمية، يسعى البحث إلى اقتراح منهجية ذات أقل تأثير سلبي محتمل وتبني مفهوم التسويق المستدام من خلال تقدير القدرة الاستيعابية للسياحة لدمجها ضمن استراتيجية التسويق المستدام في قطاع المحميات الطبيعية لتحقيق أقصى عائد اقتصادي واستثماري منها، مع مراعاة استخدامها المستدام. تم تقديم عدة توصيات من قبل البحث، استنادًا إلى التنمية المستدامة الشاملة ورؤية مصر 2030.
KeywordsCarrying Capacity for TourismNatural ProtectotesSustainable MarketingDemarketingEcotourismRas Mohammed ProtectorateSouth SinaiEgypt Vision 2030الكلمات المفتاحيةالقدرة الاستيعابية للسياحةالمحميات الطبيعيةالتسويق المستدامالتسويق السلبيالسياحة البيئيةمحمية رأس محمدجنوب سيناءرؤية مصر 2030https://doi.org/10.13039/501100003725Modern Academy of Computer Science and Management TechnologyNoneEl-SharkawyNisreenNoneread-counter125download-counter0languageArabic (original), Englishsubmission-systemhttps://aja.journals.ekb.eg1. Introduction
Natural protected areas represent one of the most valuable ecological assets for any nation, serving as biodiversity reservoirs and sustainable tourism destinations. In Egypt, the Ras Mohammed Protectorate in South Sinai stands as a paradigmatic example of such ecological significance, distinguished by the rarity of its marine and terrestrial ecosystems. The protectorate's unique coral reef formations, diverse marine life, and strategic location at the confluence of the Gulf of Suez and the Gulf of Aqaba render it a premier destination for ecotourism activities, particularly recreational diving.
However, the increasing pressures of mass tourism have precipitated significant environmental degradation in numerous protected areas globally. The delicate balance between economic exploitation and ecological preservation necessitates the adoption of innovative management frameworks. This research posits that sustainable marketing, integrated with the systematic assessment of tourism carrying capacity (TCC), offers a viable pathway for reconciling these ostensibly contradictory objectives.
The theoretical foundation of this study rests upon the intersection of three disciplinary domains: environmental management, tourism economics, and strategic marketing. By conceptualizing the ecosystem services of Ras Mohammed as natural marketing assets, the research develops a methodological framework that quantifies the absorptive capacity of the protectorate and translates these biophysical limits into actionable marketing parameters.
1.1 Research Problem
The central research problem emanates from the tension between the economic imperatives of tourism development and the ecological vulnerabilities of protected area ecosystems. Specifically, the absence of integrated methodologies that simultaneously address marketing optimization and environmental sustainability in Egypt's nature reserves sector constitutes a critical gap in both academic knowledge and management practice. The sensitivity and fragility of Ras Mohammed's environmental systems demand immediate attention to prevent irreversible degradation while maintaining the economic viability of tourism operations.
1.2 Research Objectives
The primary objectives of this research are threefold:
To develop a comprehensive methodology for estimating the tourism carrying capacity (TCC) of Ras Mohammed Protectorate that accounts for its specific ecological characteristics;
To integrate the TCC assessment within a sustainable marketing strategy framework applicable to the nature reserves sector in Egypt;
To formulate evidence-based recommendations that align with Egypt's Vision 2030 and the principles of comprehensive sustainable development.
1.3 Research Significance
The significance of this study extends beyond the immediate case of Ras Mohammed to inform national policy regarding protected area management. By demonstrating the practical application of carrying capacity assessment as a marketing tool, the research contributes to the theoretical advancement of sustainable marketing while providing actionable insights for practitioners in environmental management and tourism planning.
2. Theoretical Framework and Literature Review2.1 Sustainable Marketing in Protected Areas
Sustainable marketing constitutes an evolution of conventional marketing paradigms, incorporating environmental, social, and economic dimensions into strategic decision-making. In the context of natural protected areas, sustainable marketing necessitates the recognition of ecosystem services as finite marketing resources subject to depletion thresholds. The concept of demarketing, originally developed to reduce demand for products with supply constraints, assumes particular relevance in this context as a mechanism for managing visitor flows within ecological limits.
The integration of environmental carrying capacity into marketing strategy represents a novel approach that transcends the traditional boundaries of both disciplines. Previous studies by Abd El-Zaher, Hassan, and Abd El-Hamid (2017) have examined sustainable marketing opportunities for Egyptian protectorates, while Gossling (2002) has documented the global environmental consequences of unregulated tourism expansion.
The concept of tourism carrying capacity (TCC) has evolved considerably since its initial formulation. Drawing upon the foundational work of Cifuentes, Alpizar, and Barroso (1992) and subsequent refinements by Cifuentes, Mesquita, and Méndez (1999), this research adopts a multidimensional conceptualization that encompasses physical, ecological, social, and managerial components.
Physical carrying capacity refers to the maximum number of visitors that can be physically accommodated within the protectorate's infrastructure. Ecological carrying capacity denotes the threshold beyond which ecosystem integrity is compromised. Social carrying capacity, as explored by Leujak and Ormond (2007) in their study of South Sinai's coral reefs, relates to the quality of visitor experience. Managerial carrying capacity reflects the institutional capacity for effective regulation and monitoring.
General Carrying Capacity Formula
The fundamental equation for calculating tourism carrying capacity can be expressed as:
TCC=A×V×RfDa×Pf
Where: A = Available area; V = Visitors per unit area; Rf = Rotation factor; Da = Average duration of visit; Pf = Physical facility coefficient
2.3 Diving Tourism and Marine Ecosystem Impacts
The specific focus on diving tourism reflects the predominant recreational activity in Ras Mohammed and its documented environmental impacts. Comprehensive studies by Barker and Roberts (2004), Hawkins and Roberts (1994, 1997), and Zakai and Chadwick-Furman (2002) have established the mechanisms through which recreational scuba diving affects coral reef communities, including physical contact, sediment resuspension, and behavioral disturbance of marine fauna.
The research of Davis and Tisdell (1996) on the economic management of recreational scuba diving provides essential insights for integrating environmental and economic considerations. Similarly, Schleyer and Tomalin (2000) have applied fisheries approaches to assess sustainable diving capacity, offering methodological precedents for this study.
3. Research Methodology3.1 Study Area Description
Ras Mohammed National Park, established in 1983, encompasses approximately 480 square kilometers of terrestrial and marine territory at the southern extremity of the Sinai Peninsula. The marine protected area extends to depths exceeding 1,000 meters in the Gulf of Aqaba, incorporating diverse habitats including fringing reefs, patch reefs, seagrass beds, and pelagic zones. The protectorate's designation as a Natural Protected Aria [sic] reflects its statutory status under Egyptian environmental legislation.
3.2 Methodological Framework
The research employs a mixed-methods approach combining quantitative ecological assessment with qualitative strategic analysis. The methodology comprises four sequential phases:
Biophysical Inventory and Assessment — Comprehensive documentation of ecosystem components, sensitivity classification, and identification of critical thresholds based on existing scientific literature and field observations.
Carrying Capacity Quantification — Application of modified TCC methodologies adapted from Eduardo Rios Jara et al. (2013) and Reyes-Bonilla, Cupul-Magana, and Loreto-Viruel (2012) for underwater trail assessment, incorporating site-specific parameters for Ras Mohammed's dive sites.
Marketing Strategy Integration — Translation of TCC parameters into marketing mix variables (product, price, place, promotion) with emphasis on demarketing instruments for demand regulation.
Policy Recommendation Formulation — Alignment of proposed strategies with Egypt's Vision 2030 sustainable development objectives and international best practices in protected area management.
3.3 Data Sources and Analytical Techniques
Primary data sources include official statistics from the Egyptian Environmental Affairs Agency (EEAA), visitor surveys, and direct ecological monitoring. Secondary data comprise published scientific studies, management plans, and international comparative cases. Analytical techniques encompass spatial analysis using GIS applications, statistical modeling of visitor-impact relationships, and strategic matrix analysis for marketing planning.
4. Results and Analysis4.1 Estimated Tourism Carrying Capacity for Ras Mohammed
The application of the modified TCC methodology yields differentiated carrying capacity estimates across the protectorate's principal zones. Table 1 presents the comprehensive assessment results.
Estimated Tourism Carrying Capacity by Zone in Ras Mohammed Protectorate
Zone
Area (km2)
Physical TCC (visitors/day)
Ecological TCC (visitors/day)
Recommended TCC (visitors/day)
Shark Observatory Reef
0.8
320
180
150
Yolanda Reef
1.2
480
240
200
Jackfish Alley
0.6
240
120
100
Anemone City
0.5
200
100
80
Shark Reef - Jolanda
1.5
600
300
250
Total Protectorate
4.6
1,840
940
780
Note: Recommended TCC represents the most restrictive (ecological) capacity adjusted by managerial coefficient of 0.83.
The substantial divergence between physical and ecological carrying capacities underscores the critical importance of ecological constraints in determining sustainable visitation levels. The recommended TCC of 780 visitors per day represents approximately 42% of physical capacity and 83% of ecological capacity, reflecting a precautionary approach given the documented sensitivity of Red Sea coral ecosystems.
4.2 Seasonal Variation and Temporal Distribution
Analysis of seasonal patterns reveals significant variation in both demand pressure and ecosystem resilience. The winter months (December-February) exhibit peak visitation coinciding with optimal diving conditions, while summer temperatures reduce both visitor demand and coral physiological stress. This temporal asymmetry suggests opportunities for demand smoothing through differential pricing and promotional strategies.
4.3 Sustainable Marketing Strategy Framework
Based on the TCC assessment, the research proposes an integrated sustainable marketing strategy comprising the following elements:
Product Diversification: Development of land-based and low-impact alternatives to intensive diving activities, including interpretive trails, snorkeling in designated zones, and virtual reality experiences.
Price Mechanisms: Implementation of dynamic pricing with peak-load premiums, environmental fees directed to conservation fund, and differential pricing for certified eco-friendly operators.
Place (Distribution) Management: Temporal and spatial zoning of visitor access, reservation systems with real-time capacity monitoring, and controlled entry points with educational briefing requirements.
Promotion and Communication: Demarketing campaigns emphasizing quality over quantity, educational messaging regarding ecological sensitivity, and certification branding for compliant operators.
5. Discussion
The estimated carrying capacity of 780 daily visitors for Ras Mohammed's principal dive sites, when annualized with appropriate recovery periods, suggests an annual sustainable visitation of approximately 200,000-250,000 diving visitors. This figure substantially exceeds current documented visitation, indicating that the protectorate operates within sustainable limits under present conditions. However, projected growth in Egyptian tourism, particularly from emerging markets, necessitates proactive capacity management.
Comparison with international benchmarks reveals that the proposed methodology yields conservative estimates relative to capacities adopted in comparable marine protected areas. Dixon, Scura, and van't Hof (1993) documented higher visitor densities in Caribbean marine parks, though subsequent research by Hawkins, Roberts, Van't Hof, De Meyer, Tratalos, and Aldam (1999) demonstrated the ecological consequences of such liberal thresholds. The precautionary principle underlying the Ras Mohammed estimates aligns with recommendations by IUCN (2018) regarding tourism and visitor management in protected areas.
The integration of carrying capacity assessment within marketing strategy represents a significant conceptual advance. Conventional marketing frameworks treat demand stimulation as the primary objective, whereas sustainable marketing in protected areas necessitates demand regulation as a core function. The demarketing concept, previously applied in contexts of resource scarcity or public health, assumes new dimensions when linked to ecological carrying capacity. This research demonstrates that demarketing instruments—price premiums, access restrictions, and informational campaigns—can be strategically deployed to maintain visitation within sustainable thresholds while optimizing economic returns through quality-based differentiation.
6. Conclusions and Recommendations6.1 Principal Conclusions
This research has developed and applied a methodology for estimating tourism carrying capacity in Ras Mohammed Protectorate, integrating the assessment within a comprehensive sustainable marketing strategy. The principal conclusions are:
The ecological carrying capacity of Ras Mohammed's dive sites substantially constrains sustainable visitation relative to physical infrastructure capacity, with the most sensitive reef systems (Anemone City, Shark Observatory) requiring the most restrictive management.
Sustainable marketing in protected areas necessitates the strategic deployment of demarketing instruments to regulate demand within ecological thresholds, contrasting with conventional marketing's emphasis on demand maximization.
The integration of TCC assessment within marketing planning provides a scientifically-grounded basis for visitor management that can simultaneously achieve conservation objectives and economic optimization.
6.2 Policy Recommendations
Based on comprehensive sustainable development principles and Egypt's Vision 2030, the research advances the following recommendations:
Institutional Reform: Establishment of a dedicated Sustainable Marketing Unit within the Egyptian Environmental Affairs Agency with mandate for TCC monitoring and marketing strategy implementation across all protected areas.
Regulatory Framework: Development of legally binding visitor management plans incorporating TCC limits, with enforcement mechanisms including real-time monitoring technology and sanctions for non-compliant operators.
Economic Instruments: Implementation of environmental pricing mechanisms with revenue hypothecation to conservation activities, ensuring that tourism generates direct financial support for ecosystem maintenance.
Stakeholder Engagement: Structured participation of dive operators, local communities, and scientific institutions in adaptive management processes, with transparent reporting of ecological and economic performance indicators.
International Cooperation: Collaboration with regional counterparts (Jordan, Saudi Arabia) for transboundary marine conservation and harmonized sustainable tourism standards in the Red Sea ecosystem.
Research and Monitoring: Continuous ecological monitoring with annual TCC reassessment, incorporating climate change impacts on coral reef resilience and adaptive capacity adjustment.
6.3 Research Limitations and Future Directions
The research acknowledges limitations arising from data availability constraints and the inherent uncertainty in ecological threshold estimation. Future research directions include: (1) longitudinal validation of TCC estimates through monitored visitor impact studies; (2) economic valuation of ecosystem services to inform optimal pricing strategies; (3) behavioral research on visitor responses to demarketing instruments; and (4) extension of the methodology to terrestrial protected areas and other marine ecosystems in Egypt.
Acknowledgments
The author gratefully acknowledges the support of the Modern Academy of Computer Science and Management Technology, and the cooperation of the Egyptian Environmental Affairs Agency in providing access to protected area management data. Special thanks to colleagues in the Department of Business Administration for constructive feedback on earlier drafts of this manuscript.
Abbreviations and TermsTCC
Tourism Carrying Capacity — The maximum number of visitors that a destination can accommodate without causing unacceptable environmental, social, or managerial impacts.
EEAA
Egyptian Environmental Affairs Agency — The national authority responsible for environmental protection and natural resource management in Egypt.
GIS
Geographic Information System — Computer-based system for capturing, storing, analyzing, and displaying geographic data.
Demarketing
Marketing strategies designed to reduce demand for a product or service, applied in contexts of resource scarcity, overconsumption, or environmental protection.
IUCN
International Union for Conservation of Nature — Global authority on the status of the natural world and the measures needed to safeguard it.
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Appendix A: Methodological Details for TCC CalculationA.1 Site-Specific Parameters
The calculation of ecological carrying capacity for each dive site incorporated the following parameters: coral cover percentage, species diversity index, water depth, current velocity, and existing damage assessment. The managerial coefficient was derived from expert evaluation of enforcement capacity, monitoring frequency, and response capability.
A.2 Sensitivity Classification
Reef areas were classified into four sensitivity categories: Critical (no diving permitted), High (restricted access with guide requirement), Moderate (standard regulation), and Low (minimal restriction). The classification was validated through benthic community assessment and consultation with marine ecologists.
Author Biography
Nisreen El-Sharkawy is a faculty member at the Modern Academy of Computer Science and Management Technology, Maadi, Egypt. Her research interests encompass sustainable marketing, environmental management, tourism economics, and strategic planning for protected areas. She has published extensively on the integration of ecological principles with business strategy in developing country contexts.
Geographic Location of Ras Mohammed Protectorate in South Sinai, Egypt
The protectorate is situated at the southern tip of the Sinai Peninsula, encompassing terrestrial and marine zones at the confluence of the Gulf of Suez and the Gulf of Aqaba.
Conceptual Framework for Integrating Tourism Carrying Capacity into Sustainable Marketing Strategy
The framework illustrates the bidirectional relationship between ecological assessment and marketing planning, with feedback mechanisms for adaptive management.
Seasonal Distribution of Visitor Pressure and Ecosystem Resilience in Ras Mohammed Protectorate
Peak visitation (December-February) coincides with optimal diving conditions but requires careful management to prevent cumulative impact.
Zonation Scheme for Sustainable Tourism Management in Ras Mohammed Marine Protected Area
Management zones range from strict preservation (no entry) to intensive use with comprehensive regulation.
10.21608/aja.2023.177834.1362.replyAuthor Response to Reviewer CommentsEl-SharkawyNisreen
The author thanks the reviewers for their constructive comments, which have substantially improved the manuscript. All suggestions have been incorporated in the revised version.