International Journal of Humanities, Arts and Social Sciences volume 4 issue 5 pp. 213-220 doi: https://dx.doi.org/10.20469/ijhss.4.10003-5

Technology and Marketing and in

Mohammad Nayef Alsarayreh∗ Al-Balqa’ Applied University, Salt, Jordan

Abstract: This study seeks to identify the availability of technological means in the touristic and facilities and its role in the competitive advantage in the marketing of tourism and hotel products in Jordan from the perspective of workers in enterprises, and to investigate kinds of obstacles and difficulties facing this type of tourism, and what implications affecting the development of this type of tourism. This study belongs to the exploratory analytical studies and pursues collecting and analyzing data to gain access to the results. The study was conducted by distributing a questionnaire to a number of workers in the touristic and hotel facilities where (80) questionnaires were distributed, of them (73) questionnaires were restored, and (8) were excluded, so (65) questionnaires were adopted. These question- naires contain data of many workers in the touristic and hotel facilities who represent the research study population and sample. The availability of technological means helps to provide information on the services provided in the tourism and hotel facilities, which helps in the prices of competitive advantage. The availability of technological means helps in the easiness of access to the information relevant to the touristic and product, which helps in the competitive advantage. Future studies should work to figure out the best ways and most advanced used in tourism and hotel shopping to increase the competitive advantage between those in charge of this sector.

Keywords: Marketing, tourism, hotel, technological product

Received: 23 June 2018; Accepted: 10 August 2018; Published: 12 October 2018

INTRODUCTION Jordan is considered one of the most important touristic attractive areas among the countries of the world because of its multi-touristic sites, as well as the diversity of touristic product that it offers. In the recent period new touristic patterns have appeared become that addressed broader segments of tourists across the world (Al-Tahi, 2002). The tourism sector in Jordan is considered of the most important sectors that supply the treasury with the resources of hard currency, companies that work in the hotel industry is considered the leading in this sector. In general, this sector needs larger development, marketing and exploitation of the strategic and stable location of Jordan, because of the unstable political situations of the neighboring countries it is expected that the Kingdom will be crowded with tourists during the summer of this year as tourism is significantly affected in a number of Arab touristic areas. Consequently, Jordan will be the favorite touristic destination for most tourists in the region (Awad, 2009; Bariscil, 2017), especially from the Gulf, new tourist doors will be opened if we exploit it and prepare the country to receive larger numbers of tourists and provide better services, the government has allocated an annual sum for Tourism Promotion Authority to carry out its functions in the promotion and marketing of Jordan as a touristic destination in the world (Liu, 2000). The development of technological means has become quickly happening, making the companies and the orga- nizations of the tourism industry and of find itself forced to deal well with the future otherwise

∗Correspondence concerning this article should be addressed to Mohammad Nayef Alsarayreh, Al-Balqa’ Applied University, Salt, Jordan. E-mail: [email protected] c 2018 The Author(s). Published by KKG Publications. This is an Open Access article distributed under a Creative Commons Attribution- NonCommercial-NoDerivatives 4.0 International License. Alsarayreh, M. N. / International Journal of Humanities, Arts and Social Sciences 4(5) 2018 214 the failure will be its end. Tourism situation and its ongoing process of activation in Jordan are colliding with the circumstances and the inability to market consistently, represent the priorities within the plans and programs of the Jordanian government, which is trying hard to improve this situation. Especially as we have a distinguished touristic reality in Jordan that helps tourists to come to Jordan, first because Jordan has a diverse climate despite its small geographical area and because it is full of distinctive touristic potentials, from antiquities to religious sites to the existence of the , which is in the lower region of the world, as well as the medical and therapeutic tourism (Alhussini, 2007). Despite these conditions that put up a distinctive touristic climate, we in Jordan suffer from the inability of the sector to excel and compete with the other countries, especially the neighboring ones, in addition to the inability to consistently activate or to market our touristic sites constantly (Alsarayreh, Jawabreh, ALkharabsheh, & Aldahamsheh, 2011).

The Problem of the Study This study seeks to identify the availability of technological means in the touristic and hotel facilities and its role in the competitive advantage in the marketing of tourism and hotel product in Jordan from the perspective of workers in enterprises, and to investigate kinds of obstacles and difficulties facing this type of tourism, and what implications affecting the development of this type of tourism (Alsarayreh, Jawabreh, Alkharabsheh, & Alfarajat, 2011).

Objectives of the Study The study aims to draw conclusions that help to identify and understand the reality of availability of technological means in the touristic and hotel facilities and its role in the competitive advantage of marketing the touristic and hotel product in Jordan, and how to develop tourism in Jordan and to achieve larger deployment of touristic information about the Jordan (Alsarayreh, Jawabreh, Alkharabsheh, & Alfarajat, 2011).

The Importance of the Study This study was designed to identify the availability of technological means in the touristic and hotel facilities and its role in the competitive advantage in marketing the touristic and hotel product in Jordan from the perspective of workers in the facilities, and the obstacles facing this type of tourism, and factors affecting the development of this type of tourism, the findings, and recommendations of the study will be placed in front of the decision makers in the Jordanian tourism sector to be taken into account. The importance of this study emerges from the importance of the tourism sector, which plays an important role in the economic and social development of the Kingdom, this study provides database and important indicators for one of the methods of tourism programs in Jordan (Chevalier & Ivory, 2003; Jacolbia, 2016; Komaladew, Mulyana, & Jatnika, 2017).

LITERATURE REVIEW Alih (2010) The Role of the Internet in the Marketing of Services Case Study of the Telecommunications Sector. The purpose of this study is to show the effect of Internet on marketing services, by answering the questions raised in the problematic, as well as to find out the means applied in the service companies to improve the quality of their provided services, we have identified the conceptual framework for marketing services, electronic marketing, and internet marketing. In addition to the inclusion of a case study of complex Algeria Telecom to find out the role of the internet in marketing services, plus to a field study in some companies that are active in the Algerian telecommunications market (Alih, 2010). Ibrahim (2010), Role of ICTs, The increase in world tourism demands is due to several factors, including increased incomes in many exporting countries, the interest in most countries Tourism and tourism services to encourage tourists to visit the tourist attractions, the technical development in Air, sea and air , low prices resulting from flights dependent on economic flight, as well as the use of a number of institutions To the package style that combines transportation, accommodation and hotel service and organize visits to see for a known amount, in addition to the increase is attributable to Tourism demand for progress of the field of information and communication technology that lead to good communication between the exporting countries of tourism and receiving countries, It also provides tourist services and a distinctive hotel for tourists, this technology has become an important factor in driving the tourism sector and developing it (Ibrahim, 2010). 215 Alsarayreh, M. N. / International Journal of Humanities, Arts and Social Sciences 4(5) 2018

Hamid altahi, Community concept of marketing in the tourism industry, Tourism is a modern concept based on three pillows: it is directed at the beneficiary (tourist), and it depends on the Needs, desires, and tastes, and that tourism marketing as a concept of type and type of product is sold, the efforts of workers in tourist establishments have begun to be strengthened which refers to the extension of the tourism industry is concerned with the nature of the tourism industry itself. It is known that a double standard for the most important solution is personal and concrete. It is no wonder that this situation is described as a “curse” and that it is this study is based on the Intangible Industry and the non-toxicity of this study Being the most important link for social Marketing (Al-Tahi, 2002). Nofal alwan, The use of ICT in tourism and companies and their impact on the development of services provided (Analytical Study of a Sample of Tourism and Travel Companies in the Provinces of Baghdad and Karbala). With the application of technological development appeared the electronic tourism industry which constitutes a high percentage of the size of the electronic trade in the world. Many countries try to familiarize electronic tourism to improve the economic performance of the tourist institutions, the small and the average ones in particular. Even though, travel and tourism companies in lack the good knowledge of electronic tourism, its applications, and importance for developing their performance. This makes it necessary to look for a suitable methodology to largely attract attention towards the use of the technology of data and communications by travel and tourism companies to achieve their desired objectives. This is represented by acknowledging electronic tourism, its applications in developing the offered services, and the suggestions that may improve the electronic performance of these companies in Iraq (Alwan, 2016; Luekveerawattana, 2016).

Hypotheses of the Study 1. Availability of technological means in the touristic and hotel facilities helps in providing information about the prices of the services provided in the tourism and hotel facilities, which helps in competitive advantage. 2. Availability of technological means in the touristic and hotel facilities helps to ease access to information about touristic and hotel product which helps in the competitive advantage. 3. Availability of technological means in the touristic and hotel facilities helps to facilitate work in the touristic and hotel facilities which help in the competitive advantage. 4. Availability of technological means in the touristic and hotel facilities helps in the marketing of the touristic and hotel product which helps in the competitive advantage.

RESEARCH METHODOLOGY This study belongs to the exploratory analytical studies and pursues the method of collection and analysis of data to gain access to the results. The study was conducted by distributing a questionnaire to a number of workers in the touristic and hotel facilities where (80) questionnaires were distributed, of them (73) questionnaires were restored and (8) were excluded, so (65) questionnaires were adopted. These questionnaires contain data of a number of workers in the touristic and hotel facilities who represents the research the study population and sample.

Data Collection Tool and the Procedures of Stability and Reliability This study is based on a survey form that was designed carefully to collect data and information, and to find out the attitudes and the opinions of the sample of the study, to answer the questions of the study, and to reflect its objectives. The validity of the survey form has been ascertained and that it measures what actually should be measured. Moreover it was verified that the questions of the form reflect the objectives of the study, through the presentation of the survey form to a group of arbitrators who are specialized in the subject of the study in order to bring honesty and objectivity to the questionnaire and to ensure its validity that the adjustments proposed by the arbitrators on the form were made (Corab & Hijazi, 2003).

RESULTS AND DISCUSSION Analysis Description of personal and functional factors: From Table 1 it could be shown: Scientific qualifications: It was shown that 73.85% of the study sample holds a bachelor’s degree, and 16.92% hold a diploma, and 7.69% hold a master’s degree, and 1.54% of them hold the doctorate. Specialization: It was shown that 44.62% of the study sample are specialized in Tourism Administration, 23.08% Alsarayreh, M. N. / International Journal of Humanities, Arts and Social Sciences 4(5) 2018 216 are specialized in Hotel Management, 18.46% in Business Administration, while 9.23% are specialized in Accounting, and 16.92% from other disciplines. Job position: It was shown that 40.00% of the sample are heads of departments, and 16.92% are of staff, while 14.86% and 12.31 are general directors.

Table 1 Frequencies and Percentages of the Functional and Personal Variable of the Respondents

Variable Frequency Percentage

Scientific Qualification Diploma 11 16.92 Bachelor’s 48 73.85 Master 5 7.69 Ph.D. 1 1.54 Specialization Accounting 6 9.23 Business Administration 12 18.46 Tourism Management 21 44.62 Hotel Management 15 23.08 Other 11 16.92 Job Position General Director 8 12.31 Head of Department 26 40.00 Staff 31 16.92

Hypotheses First hypothesis: Availability of technological means in the touristic and hotel facilities helps in providing information about the prices of the services provided in the tourism and hotel facilities, which helps in competitive advantage (Batinic´ et al., 2013; Slight, 2000). From Table 2 it has been shown that all items have got arithmetic average that is greater than 3.00 and significance levels less than 0.05 which means that it was statistically significant. Item 2 which measures the extent of the availability of interactive technology to provide rates and offer product at competitive prices, which helps in the competitive advantage, has occupied the first rank with an arithmetic average of 3.52, followed by item 3 in second place with an arithmetic average of 3.46, while item (1) has got the last rank. The items collectively have got a medium arithmetic average larger than 3.00 with an observed level of significance less than 0.05, i.e., it is statistically significant, so the first hypothesis is accepted. The matter that indicates that the availability of the technological means helps in providing information about the prices of the services provided in the touristic and hotel facilities which helps in competitive advantage. 217 Alsarayreh, M. N. / International Journal of Humanities, Arts and Social Sciences 4(5) 2018

Table 2 Arithmetic Averages, Standard Deviations, t-value and the Observed Significance Level of the Axis of Availability of Information about the Prices of the Provided Services.

No. Description Arithmetic average S.D t-value Observed sig.

1 The availability of technological means in touristic 3.31 0.72 5.80 0.00 and hotel facilities facilitates the communication pro- cess and the coordination between different trade activities and the identification of prices which helps in the competitive advantage 2 The promotion of the touristic and hotel product via 3.52 0.68 9.76 0.00 technological means provide interactive technology to offer prices and present the product with competi- tive prices which helps in the competitive advantage. 3 The promotion of touristic and hotel product via 3.46 0.73 9.18 0.00 technological means increases the effectiveness of information toward competitive advantage between tourism companies Item sum 3.43 0.91 9.23 0.00

Second hypothesis: Availability of technological means in the touristic and hotel facilities helps to ease access to information about touristic and hotel product which helps in the competitive advantage (Hamdouna & Hamdan, 2008).

Table 3 Arithmetic Averages, Standard Deviations, t-value and the Observed Significance level of the Axis of Easiness of Access to Information

No. Description Arithmetic average S.D t-value Observed sig.

4 The availability of technological means in touristic 3.75 1.26 5.15 0.00 and hotel facilities facilitates the easiness of access to information which helps in the competitive advantage 5 The availability of technological means in touristic 3.71 1.19 5.02 0.00 and hotel facilities facilitates decreasing the cost of information availability which helps in the competi- tive advantage. 6 The availability of technological means in touristic 3.68 1.30 4.17 0.00 and hotel facilities facilitates decreasing the time to launch new products which helps in competitive advantage Item sum 3.71 0.72 7.38 0.00

From Table 3 it has been shown that all items have got arithmetic average that is greater than 3.00 and significance levels less than 0.05 which means that it was statistically significant. Item 4 which measures the extent of the easiness in information access, which helps in the competitive advantage, has occupied the first rank with an arithmetic average of 3.75, followed by item 5 in second place with an arithmetic average of 3.71, while item (6) has got the last rank. The items collectively have got an arithmetic average larger than 3.00 with an observed level of significance less than 0.05, i.e., it is statistically significant, so the second hypothesis is accepted. The matter indicates that the availability of the technological means in touristic and hotel facilities helps in easy access to the information about the touristic and hotel facilities which helps in competitive advantage. Alsarayreh, M. N. / International Journal of Humanities, Arts and Social Sciences 4(5) 2018 218

Third hypothesis: Availability of technological means in the touristic and hotel facilities helps to facilitate work in the touristic and hotel facilities which helps in the competitive advantage (Tanriverdi, 2005). From Table 4 it has been shown that all items have got arithmetic average that is greater than 3.00 and significance levels less than 0.05 which means that it was statistically significant. Item 7 which measures how vital the role played by the availability of technological means in helping the company in development so it could design new product for hospitality and tourism which helps in the competitive advantage, has occupied the first rank with an arithmetic average of 4.02, followed by item 10 in second place with an arithmetic average of 3.91, while item (9) occupied the third rank leaving the last rank for item (8). The items collectively have got an arithmetic average larger than 3.00 with an observed level of significance less than 0.05, i.e.; it is statistically significant, so the third hypothesis is accepted. The matter indicates that the availability of the technological means in touristic and hotel facilities helps in facilitating the work in touristic and hotel facilities which helps in competitive advantage.

Table 4 Arithmetic Averages, Standard Deviations, t-value and the Observed Significance Level of the Axis of Facilitating Work

No. Description Arithmetic average S.D t-value Observed sig.

7 The availability of technological means in touristic 4.02 1.14 12.24 0.00 and hotel facilities plays a vital role in helping the administration of the company in development which helps in designing new products for hospitality and tourism which helps in the competitive advantage 8 The availability of technological means in touristic 3.62 1.09 7.40 0.00 and hotel facilities facilitates the work of the hotel enterprise 9 The availability of a qualified and trained team to 3.66 1.11 7.52 0.00 use all technological means inside touristic and hotel facilities facilitates the work of the hotel enterprise 10 The availability of technological means in touristic 3.91 1.14 11.02 0.00 and hotel facilities makes the work easy in the hotel enterprise Item sum 3.80 12.25 0.61 0.00

Fourth hypothesis: Availability of technological means in the touristic and hotel facilities helps in the marketing of the touristic and hotel product which helps in the competitive advantage (Algdaih, 2009). From Table 5 it has been shown that all items have got arithmetic average that is greater than 3.00 and significance levels less than 0.05 which means that it was statistically significant. Item 12 which measures the extent of describing the prices accurately which helps in the competitive advantage, has occupied the first rank with an arithmetic average of 4.66, followed by item (13) in second place with an arithmetic average of 4.65, while item (11) has got the third rank and in the last rank came item (14). The items collectively have got an arithmetic average larger than 3.00 with an observed level of significance less than 0.05, i.e.; it is statistically significant so the fourth hypothesis is accepted. The matter indicates that the availability of the technological means in touristic and hotel facilities helps in marketing the touristic and hotel product which helps in competitive advantage. 219 Alsarayreh, M. N. / International Journal of Humanities, Arts and Social Sciences 4(5) 2018

Table 5 Arithmetic Averages, Standard Deviations, t-value and the Observed Significance Level of the Fourth Axis

No. Description Arithmetic average S.D t-value Observed sig.

11 The availability of technological means in touristic 3.87 1.11 12.57 0.00 and hotel facilities enable using information effec- tively which helps in the competitive advantage 12 The availability of technological means in touristic 4.66 0.82 27.87 0.00 and hotel facilities facilitates describing prices accu- rately which helps in the competitive advantage. 13 The availability of technological means in touristic 4.65 0.90 32.43 0.00 and hotel facilities facilitates identifying the compet- itive offers that will hastily emerge which helps in competitive advantage 14 The interaction of the new technologies gives op- 3.72 1.18 9.80 portunities for prices and offers of touristic products with low competitive prices Item sum 4.22 0.88 28.14 0.00

CONCLUSION AND IMPLICATIONS 1. The tourism sector in Jordan has undergone major changes in the past two decades economically. Politically, socially and environmentally, which has had a significant impact on the strengthening of the tourism movement Kingdom, but the Kingdom’s share of the volume of global and regional tourism And the interior is still limited, reducing the positive contribution of tourism to the consolidation of comprehensive development Of the Kingdom despite its many potentialities and resources. 2. The availability of technological means helps to provide information on the services provided in the tourism and hotel facilities which helps in the prices of competitive advantage. 3. The availability of technological means helps in the easiness of access to the information relevant to the touristic and product, which helps in the competitive advantage. 4. The availability of technological means helps to facilitate the work in the touristic and hotel facilities, which helps in the competitive advantage. 5. The availability of technological means helps to facilitate marketing of the tourism and hotel product, which helps in the competitive advantage.

Recommendations 1. Work on supplying facilities operating in the tourism sector and the hotel with all the modern technology. 2. Holding work sessions on an ongoing basis to identify the workers in the tourism and hotel facilities staff to familiarize them with the most modern information technology used in these facilities. 3. The attempt to take advantage of the advanced countries in the field of tourism and hotel sector to identify the latest technology used for the development of this sector. 4. Work to figure out the best ways and most advanced used in the tourism and hotel shopping to increase the competitive Advantage between those in charge of this sector.

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