Factors Influencing Tourism Marketing Strategies at the Five Star Hotels in Amman City, Jordan

Abstract

The current study aimed at examining the influence of tourism marketing strategies within the Jordanian 5 stars hotels. The researcher has chosen the self-administered questionnaire to form the tool of the study on a sample of the marketing and promotion managers from the 5 stars hotel in the capital of Jordan- Amman. The total number of the hotels which took part in the study was (27) 5 stars hotel located in Jordan. The results of the study indicated that political, social and economic stability in addition to the systematic promotion of cultural events appeared to be the most influential factors on the tourism marketing strategies within the studied hotels. The least influential factors appeared to be brand position, the service quality and the facilities. This was attributed to the current status of the Middle Eastern countries and the fact that the political stability is what drives tourists to the destination. The study recommends the ability of the government to deal with political and economic challenges such as poverty and unemployment impinges on the trust of potential tourist.