THE ROLE OF SOCIAL MEDIA PLATFORMS IN PROMOTING LOCAL TOURISM IN JORDAN

Tourism is an important economic sector that contributes to sustainable development by increasing income and creating jobs. In Jordan, tourism plays a vital role due to its diverse historical and natural attractions. Promoting local tourism contributes to highlighting national identity and boosting investment in this sector. The study aimed to explore the role of social media platforms in promoting local tourism within Jordanian society. A structured questionnaire was developed to fulfill the study's objectives using the survey method for data collection. The research targeted a purposive sample of 400 individuals who actively use social media platforms and depend on them as a primary source of information about local tourism in Jordan. The study results indicated that respondents encountered local tourism topics in Jordan through social media platforms to a moderate degree, and the main motivation for this exposure was the desire to see tourist destination s in Jordan and learn about others’ experiences in them. It also showed that the prevailing issues related to local tourism in Jor dan are those that respondents interact with greatly through social media platforms, specifically with offers and discounts provided by tourism and travel companies, which aim to encourage Jordanians to explore and visit tourist sites within Jordan, in addition to following content that displays tourists’ experiences and recommendations about the best tourist places and activities. The study also revealed that promotional content that relies on digital influencers increases the level of user engagement and positively affects their tourism decisions. The study recommends organizing a series of discussion sessions, awareness-raising events, and specialized seminars, and launching training programs targeting various segments of society throughout Jordan. These efforts focus on raising awareness of the importance of local tourism and its role in supporting the national economy while highlighting the cultural and heritage aspects that distinguish Jordan.