تأثير التسويق الرقمي في تعزيز الأمن السياحي في المملكة الأردنية الهاشمية: دراسة تطبيقيَّة على العاملين في القطاع السياحي

Abstract

This study investigates the influence of digital marketing on bolstering tourism security in Jordan. Employing a descriptive analytical approach and a random sampling method, data was collected through a questionnaire distributed to 157 tourism sector workers.
The findings revealed a moderate positive correlation between digital marketing, encompassing attraction, learning, and communication dimensions, and the enhancement of tourism security. Notably, attractive and informative websites significantly contributed to increasing tourists’ perceived safety and trust in tourism services. Moreover, digital learning through customer feedback was instrumental in improving security measures. Effective digital communication via messages and social media platforms emerged as a crucial factor in fostering tourist trust and enhancing their sense of safety.
The study concludes with recommendations for developing digital marketing strategies that prioritize attraction, learning, and communication to elevate tourism security and create a welcoming and sustainable environment for tourists in Jordan.