ATTITUDES OF JORDANIAN TOURISM COMPANIES' CUSTOMERS TOWARD THEIR ONLINE ADVERTISING

TLDR

The study indicates that Jordanian tourism companies seek to develop their digital marketing strategies by offering attractive promotional offers and improving the quality of advertising content to enhance audience engagement and interest, as well as leveraging digital analytics tools to accurately and effectively target the appropriate audiences.

Abstract

This study seeks to identify respondents' attitudes toward online advertisements from Jordanian tourism companies

by examining their exposure patterns, viewing motivations, and preferences for this medium. The study adopted a quantitative

methodology to collect data from a sample of 450 participants in Jordan, using an online questionnaire designed to measure

engagement with online advertisements and analyze the factors influencing individuals' responses. The results aim to provide

a deeper understanding of Jordanian digital consumer behavior in the tourism sector and support companies in developing

more effective marketing strategies. The study also seeks to shed light on the role of digital technology in shaping tourism

consumer decisions. The results showed that the majority of individuals who interact with tourism companies’ online

advertisements do so moderately at 75.4%, reflecting the prevalence of this advertising style and its impact on the target

audience. It was also found that the main motivation for individuals to interact with these advertisements is to benefit from

the promotional offers and discounts on the services provided, indicating that economic aspects play a crucial role in

attracting the audience’s attention. In addition, the study revealed that one of the most prominent trends towards these

advertisements is the belief that they are more effective than traditional advertising methods, which enhances their role in

tourism promotion and contributes to improving the digital marketing strategies of Jordanian tourism companies. The study

indicates that Jordanian tourism companies seek to develop their digital marketing strategies by offering attractive promotional

offers and improving the quality of advertising content to enhance audience engagement and interest, as well as leveraging digital

analytics tools to accurately and effectively target the appropriate audiences. The study highlights the need to invest in artificial

intelligence and digital personalization technologies to enhance user experience and increase advertising response rates.