THE IMPACT OF DIGITAL MARKETING ON TOURIST ENGAGEMENT: EXPLORING SUSTAINABLE DEVELOPMENT IN JORDAN

Abstract

Purpose: This study investigates how logistics frameworks and digital marketing jointly influence sustainable tourism development in Jordan, with sustainable development acting as a mediator.Design/methodology/approach: Data were gathered through a structured questionnaire distributed to 150 professionals, including tourism operators, logistics managers and digital marketing specialists in Amman, Petra and Aqaba. The instrument measured three logistics dimensions resource allocation efficiency, connectivity mechanisms and cultural‑heritage safeguarding) and three digital marketing dimensions geospatial promotion, social‑media engagement and content personalization. Structural equation modelling assessed direct effects and the mediating role of sustainable development.Findings: Integrated logistics and digital marketing capabilities both yield significant gains in visitor experience, economic revenue and environmental protection. Sustainable development mediates these relationships: firms that embed environmental, social and economic sustainability in their operations report stronger returns on logistics and marketing investments.Research limitations/implications: The model was tested solely in Jordan’s major tourist destinations. Future work should validate the framework in other cultural and geographic settings to confirm its broader applicability.

Originality/value: This paper offers a novel composite framework that links logistics and digital marketing with sustainable tourism outcomes. It demonstrates how aligning operational and promotional strategies through sustainable development delivers enhanced performance for destinations and stakeholders.