THE IMPACT OF ELECTRONICALLY TRANSMITTED WORD OF MOUTHE (E-WOM) ON THE MARKETING OF TOURISM SERVICES IN JORDAN: A CASE STUDY OF JERASH & AJLOUN CITIES

Abstract

After the repercussions of the global health crisis (Covid-19 pandemic) on the global economy and its various sectors, the word transmitted electronically has become a reality and affects social, economic, marketing and media life (Giddy et al, 2022). From this point of view, this study aims to: know the impact of the word transmitted over the Internet in the marketing of tourism services and the extent of its impact on the purchase decision of the tourist consumer. The research relies on the descriptive approach "the survey method". The researcher designed the form and distributed it to the study sample, which consisted of (300) tourists. The results of the study showed that the sites most used by tourists to learn about the tourist services provided in the region are: Facebook, Google and YouTube. The study concluded that providing sufficient information about the tourism services provided via the Internet reduces the expected risks, contributes to enhancing their purchasing intentions, and improves the psychological outcomes of the tourist. Tourism establishments should various credible virtual media content (texts, photos, and videos). Also, it should increase the activity of their websites by providing a constantly updated database that allows beneficiaries to easily access it. Moreover, tourist establishments should raise the awareness of their employees regarding the importance of Internet marketing.