Вплив цифрового маркетингу на ринкову частку туристичних компаній Йорданії
Pages: 56–70
Received: 21 June 2024
Revised: 23 August 2024
Accepted: 10 September 2024
Abstract
Метою цього дослідження є вивчення впливу цифрового маркетингу та оцінювання рівня його застосування через такі стратегії, як оптимізація пошукових систем (SEO), пошуковий маркетинг (SEM), створення контенту, маркетинг у соціальних мережах, мобільний та email-маркетинг, на ринкову частку п’ятизіркових готелів у Йорданії. Дослідження акцентує увагу на важливості цифрового маркетингу для туристичної індустрії. Сучасні та потенційні туристи активно використовують цифрові комунікаційні інструменти для отримання інформації про послуги, продукти, акції та інші онлайн-дані. Цифровий маркетинг дозволяє здійснювати персоналізовані комунікації та пропонувати індивідуальні пропозиції, проте важливо розуміти його типи та цінність у туристичній діяльності. Через зростання конкуренції та складність галузі, традиційні методи маркетингу можуть бути недостатньо ефективними. Туристичні компанії дедалі більше покладаються на інформаційно-комунікаційні технології та співпрацюють із глобальними цифровими мережами для поширення та продажу своїх продуктів. Ефективні стратегії цифрового маркетингу є важливими для підвищення онлайн-присутності та залучення потенційних клієнтів. Для збору даних було використано описово-аналітичний підхід на основі вибірки, до якої входили менеджери з маркетингу, бронювання, продажів, а також інші учасники маркетингового процесу. Генеральна сукупність складала керівні та наглядові посади у двадцяти одному п’ятизірковому готелі Йорданії, що загалом налічували близько 500 співробітників, з яких до вибірки було залучено 222 особи. Авторами використано інструментарій PLS-SEM для перевірки висунутих гіпотез. Результати дослідження показали, що такі канали комунікації, як email-маркетинг, мобільний маркетинг, пошуковий маркетинг та маркетинг у соціальних мережах, мають значний позитивний вплив на ринкову частку п’ятизіркових готелів у Йорданії. Однак створення маркетингового контенту та оптимізація пошукових систем не виявили значущого впливу на ринкову частку. Авторами наголошено про доцільність подальших досліджень з визначення впливу SEO та створення привабливого контенту, а також підкреслює необхідність посилення цифрових стратегій готелів для відповідності стрімким змінам та зростанню конкуренції в цифрових мережах.
Keywords: цифровий маркетинг; п’ятизіркові готелі; Йорданія; ринкова частка; мобільний маркетинг; SEM; SEO; SSM.
How to Cite: Alafi, K. K. & Ismaeel, B. (2024). The Impact of Digital Marketing on the Market Share of Tourism Firms in Jordan. Marketing and Management of Innovations, 15(3), 56–70. https://doi.org/10.21272/mmi.2024.3-05
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