The Relationship Between Digital Media and Marketing Medical Tourism Destinations in Jordan: Facebook Perspective

Abstract

This study aimed to analyze and discover the relation of using digital media sites (Facebook) on promoting medical tourism destinations in Jordan, and its impact on the behavior of tourists through the technologies provided by these means. Away from the traditional methods in marketing, the researchers used the survey methodology for a sample of 560 tourists distributed at central of Jordan in Dead Sea area to realize the study objective, a new framework was suggested to show the impact of Facebook on the behavior of tourists through: demographic variables, Facebook features, advertising, by using the TAM model in adoption of social media technology in tourism marketing for tourist destinations in Jordan. The proposed data were analyzed using the Smart PLS system by modeling structural equations (SEM). The outcome of the study showed that the advantages of Facebook, advertising and demographic variables have a favorable effect on the (PEOU) of the tourist and the PU in the adoption of tourism behavior, in addition to the (PU) and (PEOU) (ATT), which led to the adoption of behavior around therapeutic tourism destinations in Jordan. By determining the impact of Facebook in marketing tourism in Jordan, it would be useful to conduct further research to provide better proposals for marketing tourist therapeutic destinations in Jordan.