Tourism Marketing Strategy Case Study: Aqaba Special Economic Zone (ASEZA)

Abstract

The purposes of this article is to assess how many of the tourism marketing strategy and actions contained in the Aqaba Special Economic Zone Authority (ASEZA) Tourism Marketing Strategy 2005-2010 adopted. In addition, the article will provide information about the size and scope of activities that were completed or are in process. A questioner was developed and interviews were follow-up with administrators, department chairs and commissioners in March 2010 to gather data on specific activities related to the ASEZA tourism marketing strategy, and additional data was drawn from the ASEZA database. The result shows that there is no obvious tourism marketing strategy, goals, and consistency between the tourism marketing strategy and the real market of the ASEZA. The main conclusions war that the budgets are not sufficient for attaining the level of impact required; lack of market research, advertising decisions, the personal preferences rather than market research was the main reasons of the marketing strategy gap. Key words: Tourism；Marketing strategy；Aqaba