Digital marketing effect to intention to domestic tourism during COVID-19 in Jordan

Abstract

The pandemic COVID-19 proved as a great challenge for today world. The “Hashemite Kingdom of Jordan” timely control it due it’s aggressive actions against pandemic COVID-19, in contrast with other “MENA” countries. Where the government encouraged domestic tourism to reduce the burden on this sector. The purpose of this study is to lay emphasis on the Jordan domestic tourism in light of the investigation as to how digital marketing influence intention to domestic tourism with the moderating role of price, and the role of mediator perceived ease of use (PEOU). In order to achieve the objective, the study has adopted quantitative technique of analysis. The study has initially collected the primary data through questionnaire. The data were collected from 377 respondents (customers want to do domestic tourism) by using a convenience sampling technique. In the second step the collected data is analyzed by using statistical tools i.e. SPSS and AMOS. The outcomes of the “structural equation modeling”, concluded that digital marketing has significant relationship with PEOU and intentions to domestic tourism. Moreover; PEOU has a significant relationship with intentions to domestic tourism. Additionally, the PEOU also work as a mediating factor in association between the digital marketing, and intention to domestic tourism. Hypothesis on moderation effects were not justified. The outcomes of such study are useful to the domestic tourism industry for identifying tourists' needs during COVID-19 pandemic.