The Impact of Digital Marketing on the Market Share of Tourism Firms in Jordan

This study aimed to demonstrate the impact of digital marketing and evaluate the level of use through its strategies of search engine optimisation, search engine marketing, marketing content creation, social media marketing, mobile marketing, and email marketing on the market share of five-star hotels in Jordan. The current study focuses on the importance of digital marketing in the tourism industry. Both current and potential tourists depend on digital communication tools to obtain information about services, products, promotions and other related details online. Digital marketing allows for personalised communications and offers, but it is necessary to understand its types and value in tourism activities. As the industry becomes more complex and competitive, traditional marketing methods may no longer be sufficient. Therefore, tourism companies rely heavily on information and communications technology and work with global digital networks to distribute and sell their products. Effective digital marketing strategies are essential for increasing online exposure and attracting potential customers. The study adopted the descriptive and analytical field approach to collect data from the study sample of marketing managers, reservations and sales managers, and other participants in the marketing process. Moreover, the population consisted of all leadership and supervisory positions in twenty-one five-star hotels in Jordan, with approximately 500 employees. The sample selected was 222 employees. The author also used the PLS‒SEM technique to analyse the data. This finding revealed that dimensions such as email marketing have a significant and positive effect on the market share of five-star hotels in Jordan. Similarly, mobile marketing, search engine marketing and social media marketing also have significant positive effects on the market share of the hotels studied. On the other hand, the results did not show that marketing content creation and search engine optimisation had no noticeable effect on market share. Furthermore, more studies on search engine optimisation and the creation and promotion of attractive marketing content are recommended, given the inability of the current study to prove its impact on market share. It also recommends that hotels strengthen their digital strategy to keep pace with rapid developments and the strength of competition across networks.