European Journal of Hospitality and Tourism Research (EJHTR)

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


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

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