E-Marketing Practices from Jordanian Tourism Agencies Perspectives: A Qualitative Evidence

E-Marketing Practices from Jordanian Tourism Agencies Perspectives: A Qualitative Evidence

Ghazi Al-Weshah (Al-Balqa Applied University, Salt, Jordan)
Copyright: © 2018 |Pages: 16
DOI: 10.4018/IJOM.2018010102

Abstract

The article aims at providing a deep understanding of electronic marketing practices and investigating the current status of e-marketing (benefits, tools, and barriers) in Jordanian tourism agencies. Methodologically, the article adopts a qualitative design to achieve its objectives. In-depth interviews are employed to generate data. The purposive sample is used to choose the target interviewees. Eight executives from different tourism agencies have been selected to conduct the interviews. The qualitative data of each interview have been analyzed using the thematic and textual analysis. Based on a holistic view of the study, the interviews themes have been extracted. The article concludes that cost minimization and time saving are the most important advantages for e-marketing. Moreover, promotional offers information is the most important type of information provided by e-marketing system. Social media and e-mail marketing are the common tools for e-marketing in tourism agencies. However, privacy issues barrier is the major challenge which is encountered by e-marketing practices.
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Significance Of The Study

Al-Weshah et al. (2011) stated that e-business is a general term to describe all electronic issues that are used in different businesses to build relationships with customers and other parties. More specifically in small businesses, there is shortage in staff skills or time to implement online applications.

Electronic marketing is a new and not well-established concept, however, e- marketing applications are used by different industries. Recently, the new concept applications are adopted by firms to market their products and share new products ideas and information over internet networks. Internet adoption has been investigated the by researchers, practitioners, policy makers, and different types of users (Gohary, 2012). Moreover, e-marketing has emerged as a new marketing medium and businesses are increasingly adopting its applications to support their marketing efforts and activities. Majority of people can easily access internet using PCs, Laptops, 3G and 4G services on mobile devices, internet can be accessed by any person who is using smart mobiles. The massive growth of internet and information technologies provide signals towards the necessary need of internet usage as a marketing tool for different activities (Ali et al., 2015).

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