國立虎尾科技大學 |

The Implementation of E-Marketing Strategies to Enhance the Competitiveness of the Tourism Sector : = The Case of Jordan.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	The Implementation of E-Marketing Strategies to Enhance the Competitiveness of the Tourism Sector :/
其他題名:	The Case of Jordan.
作者:	Alhawamdeh, Mahd Eid.
面頁冊數:	1 online resource (161 pages)
附註:	Source: Dissertations Abstracts International, Volume: 85-04, Section: A.
Contained By:	Dissertations Abstracts International85-04A.
標題:	Recreation. -
電子資源:	click for full text (PQDT)
ISBN:	9798380609999

The Implementation of E-Marketing Strategies to Enhance the Competitiveness of the Tourism Sector : = The Case of Jordan.
Alhawamdeh, Mahd Eid.

The Implementation of E-Marketing Strategies to Enhance the Competitiveness of the Tourism Sector :The Case of Jordan. - 1 online resource (161 pages)

Source: Dissertations Abstracts International, Volume: 85-04, Section: A.

Thesis (D.B.A.)--Alliant International University, 2023.

Includes bibliographical references

Tourism plays an instrumental role in the development and growth of any country across the globe. The tourism sector is considered as a key economic driver that accounts for a country's revenue. Jordan relies heavily on tourism-related activities as one of the primary sources of the nation's income. In 2018, the contribution of travel and tourism to GDP (% of GDP) for Jordan was around 19.2 %; that is approximately 8.4 billion US dollars. The data has showed an increase from 1.7 billion US dollars back in the year1999 to 8.4 billion US dollars in 2018 accounting for an average annual growth rate of 9.25% (Knoema., 2020). Furthermore, Al-Haija (2011) postulated that Jordan's tourism is the backbone of the country's economy. Tourist businesses, companies, agencies, and activities are considered the second top employer in the country in the private and public sectors. Al-Haija's article (2011) indicated that the tourism industry has a direct impact on promoting other industries such as food, health, sports, handicrafts, and etc. In Jordan, the Ministry of Tourism and Antiquities, Jordan Tourism Board, Jordan Hotel Association (JHA), and various archaeological centers' authorities, regulate the operations of tourism companies.According to Ibrahim, Al-Hrout, Alsardia, & Ragab (2018), Jordan designed a new 2011-2015 National Tourism Strategy to create a strong and solid foundation to underpin the future growth of tourism. The government of Jordan has also made great investments in improving tourism marketing techniques. Jordan is considered a developing country. Tourist companies operating in Jordan are required to embrace advanced tactics to attract visitors due to stiff competition from established tourist destinations. Creating attractive offerings and competitive pricing that makes the industry distinctive would require new strategic organizational posture for successful operations. Tourism in Jordan has served as the principal source of economic growth and development. Jordan's political stability and serene environs; compared to the neighbouring states like Iran and other surrounding countries, would serve as a tourist destination hub. Due to political turmoil and volatility, Jordan's image as a viable destination have significantly been distorted (Knoema, 2020: Alsarayreh & Salt, 2018). The eventful continuous wars in the Middle East have seriously influenced the perception and preferences of tourists from the western states to visit Jordan. Consequently, this aspect has resulted in reduced numbers of tourists in Jordan.Al -Haija (2011) affirmed that Jordan has remained a peaceful country within the region for over 40 years. As a result, Jordan's security is considered a key factor to attract tourists. Moreover, tourism in Jordan continues to boom because it hosts numerous and iconic tourist sites. Al-Majali (2012) argued that Jordan Tourism Board (JTB) has classified six main tourism services to promote Jordan as a 'boutique' destination. Briefly, Jordan as a whole destination is compounded of different products with no specialization in one segment. He alluded that these market segments encompass; history and culture; religion and faith; leisure and wellness; ecology and nature; conferences and events and fun and adventure (JTB, 2005).Jordan is also heavily concentrated on its archaeological inheritance such as Petra and Jerash as the most visited sites in the kingdom. Unlike local communities, these destinations have been strongly linked with religion, exotic, and archaeological attributes that attracted numerous tourists (Alomari, I. A. A., & Al Omari, 2018). The tourism sector's major players include public institutions, non-governmental organizations, privatized firms, public-private partnership (PPP) and NGO's. A primary NGO that operates in the Jordanian market is the Royal Independent Board of Trustees of the Baptism Site.Religious elements have further been identified as a market niche that increases Jordan's prominence in the region. Haddad, Akasheh, & Fakhoury (2014) depicted that a two-days pilgrimage trip to Jordan and the Holy Land would boost demand for tourism and put Jordan in the spotlight news. However, according to Al-Majali (2012), major drawbacks are faced by these historic destinations in the absence of an adequate infrastructure and quality services to meet tourists' expectations. Chuang (2018) mentioned that these destinations had not met the desired standards of a destination image. Jordan witnessed an unequal distribution of tourist facilities and infrastructures. Cities in Jordan such as Jerash and Um Qais, were less equipped and received insignificant investments compared to the Dead Sea, Amman, and Aqaba destinations (Jordan Tourism Board, JIB 2009: Haddad et al., 2014). Lastly, Jordan's favourable climatic conditions experienced throughout the year encourages more tourists to visit. Part of the nation's historic tourist attractions include the Dead Sea, Petra, Nebo Mountain, Jerash, and Madaba (Al Haija, 2011). The statistics showed that these areas respectively accounted for 813,267, 351,508 and 326,702 tourists in the year 2008.To conclude, the recent shifts in regional politics, foreign policy and pandemic demonstrates the importance of Jordan to play a regional role. Having outlined the tumultuous regional dynamics and the complexity of the economic crisis that Jordan faces, creation of real economic opportunities in the tourism industry requires substantial strategic long-term vision and developing capabilities to build an infrastructure to support the tourism industry in Jordan.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798380609999Subjects--Topical Terms:

559433
Recreation.
Subjects--Index Terms:

Tourism sectorIndex Terms--Genre/Form:

554714
Electronic books.

The Implementation of E-Marketing Strategies to Enhance the Competitiveness of the Tourism Sector : = The Case of Jordan.
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Al-Haija's article (2011) indicated that the tourism industry has a direct impact on promoting other industries such as food, health, sports, handicrafts, and etc. In Jordan, the Ministry of Tourism and Antiquities, Jordan Tourism Board, Jordan Hotel Association (JHA), and various archaeological centers' authorities, regulate the operations of tourism companies.According to Ibrahim, Al-Hrout, Alsardia, & Ragab (2018), Jordan designed a new 2011-2015 National Tourism Strategy to create a strong and solid foundation to underpin the future growth of tourism. The government of Jordan has also made great investments in improving tourism marketing techniques. Jordan is considered a developing country. Tourist companies operating in Jordan are required to embrace advanced tactics to attract visitors due to stiff competition from established tourist destinations. Creating attractive offerings and competitive pricing that makes the industry distinctive would require new strategic organizational posture for successful operations. Tourism in Jordan has served as the principal source of economic growth and development. Jordan's political stability and serene environs; compared to the neighbouring states like Iran and other surrounding countries, would serve as a tourist destination hub. Due to political turmoil and volatility, Jordan's image as a viable destination have significantly been distorted (Knoema, 2020: Alsarayreh & Salt, 2018). The eventful continuous wars in the Middle East have seriously influenced the perception and preferences of tourists from the western states to visit Jordan. Consequently, this aspect has resulted in reduced numbers of tourists in Jordan.Al -Haija (2011) affirmed that Jordan has remained a peaceful country within the region for over 40 years. As a result, Jordan's security is considered a key factor to attract tourists. Moreover, tourism in Jordan continues to boom because it hosts numerous and iconic tourist sites. Al-Majali (2012) argued that Jordan Tourism Board (JTB) has classified six main tourism services to promote Jordan as a 'boutique' destination. Briefly, Jordan as a whole destination is compounded of different products with no specialization in one segment. He alluded that these market segments encompass; history and culture; religion and faith; leisure and wellness; ecology and nature; conferences and events and fun and adventure (JTB, 2005).Jordan is also heavily concentrated on its archaeological inheritance such as Petra and Jerash as the most visited sites in the kingdom. Unlike local communities, these destinations have been strongly linked with religion, exotic, and archaeological attributes that attracted numerous tourists (Alomari, I. A. A., & Al Omari, 2018). The tourism sector's major players include public institutions, non-governmental organizations, privatized firms, public-private partnership (PPP) and NGO's. A primary NGO that operates in the Jordanian market is the Royal Independent Board of Trustees of the Baptism Site.Religious elements have further been identified as a market niche that increases Jordan's prominence in the region. Haddad, Akasheh, & Fakhoury (2014) depicted that a two-days pilgrimage trip to Jordan and the Holy Land would boost demand for tourism and put Jordan in the spotlight news. However, according to Al-Majali (2012), major drawbacks are faced by these historic destinations in the absence of an adequate infrastructure and quality services to meet tourists' expectations. Chuang (2018) mentioned that these destinations had not met the desired standards of a destination image. Jordan witnessed an unequal distribution of tourist facilities and infrastructures. Cities in Jordan such as Jerash and Um Qais, were less equipped and received insignificant investments compared to the Dead Sea, Amman, and Aqaba destinations (Jordan Tourism Board, JIB 2009: Haddad et al., 2014). Lastly, Jordan's favourable climatic conditions experienced throughout the year encourages more tourists to visit. Part of the nation's historic tourist attractions include the Dead Sea, Petra, Nebo Mountain, Jerash, and Madaba (Al Haija, 2011). The statistics showed that these areas respectively accounted for 813,267, 351,508 and 326,702 tourists in the year 2008.To conclude, the recent shifts in regional politics, foreign policy and pandemic demonstrates the importance of Jordan to play a regional role. Having outlined the tumultuous regional dynamics and the complexity of the economic crisis that Jordan faces, creation of real economic opportunities in the tourism industry requires substantial strategic long-term vision and developing capabilities to build an infrastructure to support the tourism industry in Jordan.
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