Abstract
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.
Highlights
Jordan placed in a strategic position and meeting area for three continents
This study investigates the role of the electronic marketing mix in enhancing the positive attitudes of tourists towards tourism in Jordan
The electronic marketing strategy impacts the feelings of tourists towards tourism in Jordan, and it has observed that the electronic service and the accuracy of the information added to the electronic payment facilities contribute to the creation of the visitor feel, with more emphasis on the accuracy of the information that affects, while the people interviewed did not comprehend the importance of the price, The website, personal preferences the feeling
Summary
Jordan placed in a strategic position and meeting area for three continents. It connects geographically between Asia, Africa, and Europe. Tourism firms tried to take advantage of these arrangements in achieving their marketing goals for widespread deployment, so they became globally oriented instead of being local. It took the global scheme by creating its websites on the Internet to distribute information about its products and services, through which it seeks to influence the behavior of consumers and attract them in their purchasing decisions (Jordan Tourism Board, 2020). The study encouraged various tourism companies to market through the Internet, as it can reach multiple places in the world on the one hand, and it is less expensive than printing advertisements and pictures related to tourist places on the other hand. By entering the Internet, companies of all sizes have equal competitive opportunities in the market
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