The Impact of E-Marketing Mix on the Tourists' Attitude toward Tourism in Jordan

Anas Al-Hadidi, Rifat O. Shannak


This study aimed to determine the attitudes of tourists arriving to Jordan, toward the E-Marketing practices, especially those using E-portals for their touristic services shopping. The study was carried out on a sample of tourists totaling (446) who visitied for their several touristic sites in the northern, middle and southern parts of Jordan. The study adopted seven dimensions for the E-marketing mix namely; E-service, price, promotion, E-site, information accuracy, payment and personalization. Three dimensions were used for the tourists attitude toward the E-marketing practices namely; knowledge, behavior and feeling. Different statistical techniques were used (e.g. average calculations and standard deviations, regression testing (t) and analysis of variance) to respond to the questions of the study and also for hypotheses testing. The study concluded that there was variation in the impacts of the E-marketing dimensions on the tourists' attitudes with the information accuracy coming first in importance (B=0.42). This was directly followed by price (B=0.272). However, personalization was found to have no significant impact on the tourists' attitude toward tourism in Jordan. More significantly was the impact due to the price,-site and information accuracy. The behaviors of tourists were more prone to be influenced by the information, accuracy and the E-service. The payment methods and information accuracy were the most important dimensions to impact the feelings of the tourists.


E-Marketing, Tourism in Jordan, E-Marketing Mix, Tourists E- Service

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