Abstract
The current study aimed at examining the influence of tourism marketing strategies within the Jordanian 5 stars hotels. The researcher has chosen the self-administered questionnaire to form the tool of the study on a sample of the marketing and promotion managers from the 5 stars hotel in the capital of Jordan- Amman. The total number of the hotels which took part in the study was (27) 5 stars hotel located in Jordan. The results of the study indicated that political, social and economic stability in addition to the systematic promotion of cultural events appeared to be the most influential factors on the tourism marketing strategies within the studied hotels. The least influential factors appeared to be brand position, the service quality and the facilities. This was attributed to the current status of the Middle Eastern countries and the fact that the political stability is what drives tourists to the destination. The study recommends the ability of the government to deal with political and economic challenges such as poverty and unemployment impinges on the trust of potential tourist.
Highlights
The idea of marketing is becoming more apparent with the course of time especially with the booming developments of the technological advancement and the ability of the individuals to involve the process of marketing through technology and social media websites (Pantouvakis, 2013)
Based on the aforementioned argument, the current study aims at understanding the influence of a group of factors including on the tourism marketing strategies within the Jordanian 5 stars hotel in Amman
H5: systematic promotion of cultural events has a positive influence on the tourism marketing strategies within 5 stars hotels in Jordan
Summary
The idea of marketing is becoming more apparent with the course of time especially with the booming developments of the technological advancement and the ability of the individuals to involve the process of marketing through technology and social media websites (Pantouvakis, 2013). With the course of time, there appeared many factors that proved to be influential on the strategic plans that organizations adopt through the process of marketing which included the technological advancements, the awareness, and the interest in service and its quality (Sotiriadis & Gursoy, 2016.). According to Yung-Sheng (2013) there are many key success factors that may influence the overall performance of the tourism marketing regardless of its approach and destination. World Tourism Organization (WTO) demonstrated that the piece of the overall industry of tourism industry in Asia would be around 25.4% of the world in 2010, which became around 6.5% in contrasting with 1995 and was positioned the second in the world. Asian nations have in this manner attempted a great deal of endeavors to create tourism, give different positive measures, and increment various administrations to drawing in voyagers
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