Analysis of Jordan’s Tourism Marketing Strategies

Absztrakt (kivonat)

The aim of this thesis is to analyze the Jordanian tourism strategies applicability and evaluate the sustainability of the tourism sector, which will lead to a better understanding of the sector’s position in the international market and its contribution to the economic development of Jordan. the theoretical background of the dissertation different marketing and promotional strategies introduced by the ministry of tourism and antiquities will be examined, Furthermore the economic impact generated by the sector will be studied in order to understand its position in the international market and how improving the infrastructure, marketing and promotional strategies may increase sustainability and growth. The thesis will rely on both primary and secondary research in the form of quantitative and qualitative methods. The primary research will have three interviews with local business owners who are directly affected by tourism and an employee in the ministry of tourism and antiquities (MoTA), also questionnaires and surveys will be done internationally to examine the effect of current marketing strategies and promotional efforts of the Jordanian Tourism Strategy. In the theoretical chapter the thesis explains tourism marketing strategies starting with the definition of marketing is a “managerial process by which goods, services and ideas are exchanged for profit.”, furtherer more it explains most concepts of marketing and its strategies, such as Marketing mix, marketing communications, Pestel analysis, Swot analysis etc. , additionally the theoretical chapter explained the phenomena of seasonality which is the temporal imbalance in the phenomenon of tourism, the chapter talked about the causes ,effects how to benefit form it and the disadvantages and limitations of seasonality. The methodology chapter stated the question of the “How can effective marketing strategies enhance the Jordanian tourism industry and its competitiveness in the international market?” the aim of the research question is to better understand the capabilities of the Jordanian tourism sector and what strategies it can implement or developed to reach a sustainable tourism sector, along with the question it stated four main objectives that aim to answer the question of the thesis. In addition this chapter stated the means of research whether it was secondary or primary the benefit of using each type of research and limitations face when conducting it moreover the chapter explain each of the analytical concept that is conducted in the analysis. In the analysis three main analytical concept were used firstly Pestel analysis that was conducted explained the political situation of Jordan and how it is affecting tourism in Jordan, the economy of Jordan and how the sector contributes towards the economy of Jordan, the environmental aspects of Jordan technology limitation legislation and regulation difficulties in the country and finally the culture of Jordan and how it contributes towards the tourist experience, secondly the SWOT analysis looked over the ministry of tourism the strengths and weakness along with opportunities and threats and how can MoTA use their strength and opportunities to over come coming threats and change their weaknesses, the third and final analysis is 7P’s. The analysis talked about Jordan as a product what differentiate it from neighboring countries, how prices influence the Jordanian market and what is the best pricing strategy for Jordan, the promotional effort MoTA has done to encourage tourism, the location of Jordan and how it affects tourism, the employees set of Jordan and how local interact with tourist and affect them the infrastructure of Jordan and finally the process of tourism. In conclusion we can realize that the Jordanian tourism sector is highly important for the Jordanian economy as it provide an external source of finance and contributes positively toward the employment of the Jordanian people especially in local villages, the decline in the demand of tourism for Jordan was a difficult challenge but was overcome through the introduction of new airline carriers such as Ryanair and easy jet and the amount o marketing campaign that was done by MoTA, but the main challenge that remains for the sector is seasonality as many places are overly crowded in the high season while the low season struggles low demand. Finally, the limitation of thesis was the lack of primary data that shows patterns for seasonality in Jordan, the corona virus had a serious effect on studying the effect of applied marketing strategies as tourism stopped in 2020 where it was re growing in 2018.