THE ROLE OF MOBILE APPS IN THE JORDANIAN TOURISM INDUSTRY AS A DIGITAL MARKETING TOOL: A PRELIMINARY REVIEW

Abstract The use of mobile applications in the Jordanian tourism industry sector as a digital marketing instrument has catalyzed a notable transition towards customized experiences, targeted marketing, and sophisticated functionalities like as augmented reality (AR), virtual reality (VR), push notifications, and in-App messaging. these innovations allow tourism industry enterprises to connect with prospective clients through accessible information, tailored suggestions, and prompt promotions. this study utilizes a descriptive analytical methodology to analyses prior research on mobile applications in the tourism industry in 2020 to 2023. research indicates a significant, direct influence of mobile applications on improving digital tourism industry services, allowing for personalized ads and enabling rapid, direct engagement with travelers. This study highlights the necessity for continuous research to adapt to the persistent advancement of digital tools and their implementation in digital marketing within the service sector, in light of the fierce global competition in tourism, the challenges presented by the covid-19 pandemic, and the swift evolution of mobile and digital services.