Tag Archives: E- Marketing

The role of e-marketing in supporting tourist destinations in Jordan “case study: Petra” (Published)

The study aimed to reveal the role of e-marketing in supporting tourist destinations in Jordan “case study: the city of Petra.” The study population consisted of all domestic and foreign tourists who frequent the city of Petra. A tool was developed to measure the role of e-marketing in supporting tourist destinations in Jordan, and its validity and reliability were verified and distributed to a sample of (121) local and foreign tourists who visit the city of Petra. The study results showed that there is a significant role of e-marketing in supporting tourism destinations in Jordan. The results also showed no statistically significant differences in the role of e-marketing in the media promotion of tourism in the city of Petra due to the variables (gender, nationality). In light of these results, the study recommended focusing on activating tourism promotional campaigns through websites, especially government websites, which provide reliable information in their validity and are considered the only outlet for all problems of tourism promotion in the city of Petra. The main findings of this paper are summarized as the following; 1. The importance of governmental and commercial tourism organizations using numerous websites to promote Jordanian tourist destinations, the most significant of which being Petra. 2. Awareness of the relevance of e-marketing in boosting local tourism among individuals in charge of Jordan’s public and private tourism sectors. 3. The need to design a unique and appealing manner of exhibiting Petra’s product or archaeological site to attract more local and international tourists. 4. The importance of researching is comparable to that of other Jordanian archaeological cities, such as Jerash or Umm Qais

Citation: Ola Ayasra, Odi Fawwaz Alrebei (2022) The role of e-marketing in supporting tourist destinations in Jordan “case study: Petra”, European Journal of Hospitality and Tourism Research, Vol.10, No.2, pp., 52-66,

 

Keywords: Cronbach 'salpha, E- Marketing, Petra, Statistical Analysis, tourist destinations

The Role of E-Marketing in Supporting Tourist Destinations in Jordan “Case Study: Petra (Published)

The study aimed to reveal the role of e-marketing in supporting tourist destinations in Jordan “case study: the city of Petra.” The study population consisted of all domestic and foreign tourists who frequent the city of Petra. A tool was developed to measure the role of e-marketing in supporting tourist destinations in Jordan, and its validity and reliability were verified and distributed to a sample of (121) local and foreign tourists who visit the city of Petra. The study results showed that there is a significant role of e-marketing in supporting tourism destinations in Jordan. The results also showed no statistically significant differences in the role of e-marketing in the media promotion of tourism in the city of Petra due to the variables (gender, nationality). In light of these results, the study recommended focusing on activating tourism promotional campaigns through websites, especially government websites, which provide reliable information in their validity and are considered the only outlet for all problems of tourism promotion in the city of Petra. The main findings of this paper are summarized as the following; 1. The importance of governmental and commercial tourism organizations using numerous websites to promote Jordanian tourist destinations, the most significant of which being Petra. 2. Awareness of the relevance of e-marketing in boosting local tourism among individuals in charge of Jordan’s public and private tourism sectors. 3. The need to design a unique and appealing manner of exhibiting Petra’s product or archaeological site to attract more local and international tourists. 4. The importance of researching is comparable to that of other Jordanian archaeological cities, such as Jerash or Umm Qais

Keywords: Cronbach’s Alpha, E- Marketing, Petra, Statistical Analysis, tourist destinations

INTERTEMPORAL EFFECTS OF ONLINE ADVERTISING CHANNELS ON CUSTOMERS (Published)

Advertisement is an attractive means of achieving organizational goals, such as increasing sale, revenues or profits. Previous researchers unanimously agree regarding the effectiveness of advertisement; however, there is a difference of opinion among scholars as to which channels and online sources of advertisement are the most productive. This study investigates additional information about advertising effects that may help business organizations and policy institutions. This study attempts to answer two important questions: 1) Is the long-term effect different from the short-term effect of online advertising? 2) Do the different channels of advertisement have synonymous effects on their corresponding targeted clients? The study uses daily base data on a book-selling company over the course of one year (365 daily observations). The study uses a number of time-series tests to investigate the stationarity of the data. The study then subsequently uses the Pearson correlation test and generalized least-square technique to estimate the short-term, long-term, and carryover effects of various channels of online advertising. The study shows that coupon loyalty advertising is more effective with respect to cumulative effects such as long- and short-term effects. The findings reveal that there is a difference between short- and long-term effects; however, both effects have the same signs and thus follow the same direction. The study also reveals that there is difference between the effects of various advertising channels on the volume of sales and as well as between their carryover effects. System engine marketing has the longest effect (6.7 days), followed by BA and CLA.

Keywords: Advertising, Customers, E- Marketing, Intertemporal Effect

Intertemporal Effects of Online Advertising Channels on Customers (Review Completed - Accepted)

Advertisement is an attractive means of achieving organizational goals, such as increasing sale, revenues or profits. Previous researchers unanimously agree regarding the effectiveness of advertisement; however, there is a difference of opinion among scholars as to which channels and online sources of advertisement are the most productive. This study investigates additional information about advertising effects that may help business organizations and policy institutions. This study attempts to answer two important questions: 1) Is the long-term effect different from the short-term effect of online advertising? 2) Do the different channels of advertisement have synonymous effects on their corresponding targeted clients? The study uses daily base data on a book-selling company over the course of one year (365 daily observations). The study uses a number of time-series tests to investigate the stationarity of the data. The study then subsequently uses the Pearson correlation test and generalized least-square technique to estimate the short-term, long-term, and carryover effects of various channels of online advertising. The study shows that coupon loyalty advertising is more effective with respect to cumulative effects such as long- and short-term effects. The findings reveal that there is a difference between short- and long-term effects; however, both effects have the same signs and thus follow the same direction. The study also reveals that there is difference between the effects of various advertising channels on the volume of sales and as well as between their carryover effects. System engine marketing has the longest effect (6.7 days), followed by BA and CLA

Keywords: Advertising, Customers, E- Marketing, Intertemporal Effect