Original Article

A framework for Tourism electronic marketing in Jordan.

Abdulbaset Hasouneh
Hasan Abu Alzeat

Main Article Content


This study aimed to explore the impact of the electronic marketing mix on tourist attitudes towards tourism in Jordan. The paper conveyed interviews with tourists who had visited Jordan. The researcher used a set of questions to measure the attitudes of tourists towards tourism in Jordan, how the elements of e-marketing affect those attitudes. The researcher designed the interview using the method of the open-ended questions. A total of 48 tourists interviewed, their answers interpreted using the content analysis method. The results revealed that the elements of the marketing mix affect the attitudes to a large extent. The accuracy of the information, price, online payment, website, and personal preferences affect the trends of the tourists. The results revealed that the demographic variables do not represent any difference in these attitudes. The discussion presented and the recommendations introduced to decision-makers.


Electronic marketing mix, tourist attitudes, tourism in Jordan
About this Article
Hasouneh, A., & Abu Alzeat, H. (2020). A framework for Tourism electronic marketing in Jordan. Journal of Innovations in Digital Marketing, 1(1), 40–49. https://doi.org/10.51300/jidm-2020-19

Article Details


Adaileh, M. (2012). An empirical study of internet use in Saudian's small and mediums enterprises. International Journal of Academic Research in Business and Social Sciences, 8(3), 169-191.

Adaileh. M., Alharazneh. I, Othman. M., (2020). Building sustainable value in E-business companies in Jordan. Talent Development and Excellence, 12(3), 1249-1261.

Adaileh. M., Rawashdeh. M., Elrehail, H., Adaileh. K., (2020). Data article for assessing the nexus between knowledge management and firm performance. Data in Brief, 32, 106283.

Al-Rabiah, W. (2007). The Effect of Using the Internet on Promoting Tourism in the United Arab Emirates, Master Thesis, Amman Arab University.

Al-Shishani, S. (2006). The Impact of Using E-Commerce on the Service Market: A field study on first-class hotels in Jordan (Master Thesis, Al-Bayt University, Jordan).

Anderson, S. R., & Kaplan, R. S. (2006). Time-driven activity-based costing. Harvard Business Review, 82, 131–138.

Angelis, V., & Dimaki, K. (2011). A region's basic image as a measure of its attractiveness. International Journal of Business and Economic Sciences Applied Research, 4(2), 7–33.

Aqueveque, C., & Bianchi, C. (2017). Tourism destination competitiveness of Chile: A stakeholder perspective. Tourism Planning & Development, 14(4), 447–466.

Baglieri, D., & Consoli, R. (2009). Collaborative innovation in tourism: managing virtual communities. The TQM Journal, 21(4), 353–364.

Bilgihan, A., & Nejad, M. (2015). Innovation in the hospitality and tourism industries. Journal of Hospitality and Tourism Technology, 6(3), 1757–1880. https://doi.org/10.1108/ JHTT-08-2015-0033.

Bumblys, M. (2007). Neisnaudotos virusinio internetinio marketingo galimybes. Vadovo pasaulis, 4(126), 33-39.

Burns, B. L., Barney, J. B., Angus, R., & Herrick, H. N. (2014). Opportunity Identification and Stakeholder Enrollment Under Conditions of Risk and Uncertainty. In Academy of Management Proceedings (Vol. 2014, No. 1, p. 17416). Briarcliff Manor, NY 10510: Academy of Management.

Burns, B. L., Barney, J. B., Angus, R. W., & Herrick, H. N. (2016). Enrolling stakeholders under conditions of risk and uncertainty. Strategic Entrepreneurship Journal, 10(1), 97–106.

Carvalho, L., & Costa, T. (2011). Tourism innovation–a literature review complemented by case study research. Tourism & Management Studies, 1, 23–33.

Chen, Y. G., Chen, Z., Ho, J. C., & Lee, C. (2009). In-depth tourism influences on service innovation. Tourism and Hospitality Research, 3(4), 326–336.

Chiu, C. (2009). Understanding relationship quality and online purchase intention in e- tourism: A qualitative application. Quality and Quantity, 43, 669–675.

Decelle, X. (2006). A dynamic conceptual approach to innovation in tourism. In OECD (Ed.). Innovation and growth in tourism (pp. 85–106). Paris: OECD.

Del Chiappa, G., & Presenza, A. (2013). The use of network analysis to assess relationships among stakeholders within a tourism destination: An empirical investigation on Cost Smeralda-Gallura, Italy. Tourism Analysis, 18(1), 1–13.

Dominici, G. (2009). From Marketing Mix to E-Marketing Mix: A Literature. International Journal of Business and Management, 4(9), 17–24.

Musolino, D. (2018). The mental maps of Italian entrepreneurs: a Quali/quantitative approach. Journal of Cultural Geography, 35(2), 251–273.

Ellis, S., & Sheridan, L. (2014). A critical reflection on the role of stakeholders in sustainable tourism development in least-developed countries. Tourism Planning & Development, 11(4), 467–471.

Grönroos, C. (2012). Conceptualising value co-creation: A journey to the 1970s and back to the future. Journal of Marketing Management, 28(13–14), 1520–1534.

Gummesson, E., & Mele, C. (2010). Marketing as a co-creation of value through network interacting and resource integration. Journal of Business Market Management, 4(4), 181–198.

Gyurácz-Németh, P., Friedrich, N., & Clarke, A. (2013). Innovation in special hotels – as a key to success. Proceedings of management, knowledge and learning – International conference 2013 (pp. 643–653).

Hall, C. M. (2009). Contemporary Tourism. An International Approach. Oxford: Butterworth Heinemann377.

Hamel, G., & Prahalad, C. K. (1996). Competing for the future. Boston: Harvard Business School Press357.

Harazneh. I, Adaileh. M, Thbeitat. A, Afaneh. S, Khanfar. S, Harasis. A, Elrehail. H, (2020) The impact of quality of services and satisfaction on customer loyalty: The moderate role of switching costs. Management Science Letters, 10 (2020). 1-14.

Hazra, S., Fletcher, J., & Wilkes, K. (2014). Evaluation of power relationships among stakeholders in the tourism industry networks of Agra, India. Current Issues in Tourism. Advance online publication.

Heung, V.C., (2003). Internet usage by international travellers: reasons and barriers. International Journal of contemporary hospitality management, 15 (7).

Hjalager, A. M. (2006). Stages in the economic development of tourism. Annals of Tourism Research, 34(2), 437–457.

Hsia, T., Chen, S. & Chen, K. (2009). Enhancement of service quality in Internet-Marketing through Application of the six sigma process. Journal of the Chinese Institute of Industrial Engineers, 26(1), 11-21.

Jordan Tourism Board. (2020). Retrieved from http://international.visitjordan.com/

Khojastehpour, M., & Johns, R. (2014). Internationalization and relationship marketing: An introduction. European Business Review, 26(3), 238–253.

Kotler, P., Haider, D. H., & Rein, I. (1993). Marketing places. New York: The Free Press.

Law, R.QHsu, C,(2005), Customer perceptions on the importance of hotel website dimensions and attributes. International Journal of Contemporary Hospitality Management, 17(6).

McComb, E., Boyd, S., & Boluk, K. (2017). Stakeholder collaboration: A means to the success of rural tourism destinations? A critical evaluation of the existence of stakeholder collaboration within the Mournes, Norther Ireland. Tourism and Hospitality Research, 17(3), 286–297.

Mei, X. Y., Arcodia, C., & Ruhanen, L. (2010). A National Government's Tourism Innovation Initiatives: A Review of Tourism Development Policies in Norway. The 21st Council for Australian University Tourism and Hospitality Education annual conference (CAUTHE 2011), Sydney.

Meneses, O. A., & Teixeira, A. A. (2011). The innovative behaviour of tourism firms. Economics and Management Research Projects: An International Journal, 1(1), 25-35.

Ottenbacher, M. (2008). Innovation management. In P. Jones (Ed.). Handbook of hospitality operations and IT (pp. 340–366). Oxford: Elsevier Ltd.

Pirnar, I., Bulut, C., & Eris, E. D. (2012). Improving the performance and competitiveness of tourism establishments through innovation: trends and applications. In Enlightening tourism: 1st international conference competition and innovation in tourism: New challenges in an uncertain environment (pp. 133–142). Naples.

Radzeviciute, R., & Sliburyte, L. (2005). Elektroninio rinkodaros issukiai planuojant integruota rinkodaros komunikacija. Lietuva, 177-191.

Ratten, R. T. V. (2010). Future research directions in tourism marketing. Marketing Intelligence & Planning, 284, 533–544.

Rawwash. H, Masa'd. F, Enaizan. A, Enaizan. B, Adaileh. M, Saleh. A. M, Almestarihi. R (2019). Factors affecting Jordanian electronic banking services. Management Science Letters, 10 (2020). 1-8.

Shams, S. M. R. (2016). Branding destination image: A stakeholder causal scope analysis for internationalization of destinations. Tourism Planning and Development. 13(2), 140–153.

Spencer, C. P., & Dixon, J. (1983). Mapping the development of feelings about the city: A longitudinal study of new residents' affective maps . Transactions of the Institute of British Geographers, 8, 373–383.

Stewart, M., & Abdal Shaheed, Y. (2001). A Content Analysis of the website of the Top 300 Hotels corporations submitted for the 2001 Decision sciences Institute 6th International conference.

Tashakkori, A., & Teddle, C. (2003). Handbook of mixed methods in social and behavioural research. Thousand Oaks, CA: Sage.

Tomsett, P., & Shaw, M. (2015). Developing a new typology for a behavioural classificaiton of stakeholders using the case of tourism public policy planning in the snow sports industry. European Journal of Tourism Research, 9(1), 115–128.

Tuan, Y. F. (1975). Images and mental maps. Annals of the Association of American Geographers, 65(2), 205–212.

Van den Bosch, H. J. M. (1977). Het subjektieve moment in het ruimtelijk gedrag: poging tot inventarisatie en evaluatie van de “perceptiebenadering” binnen de geografie. Georgrafisch Tijdschrift, 11, 77-97.