Mitigating the impact of the Covid-19 pandemic on the tourism sector: the case of Jordan, Dr. Dima Dajani, Prof. Saad G. Yaseen and Dr. Ihab Ali El Qirem
Mitigating the impact of the Covid-19 pandemic on the tourism sector: the case of Jordan
Abstract: The outbreak of COVID-19 pandemic led to an almost complete cessation in the tourism sector worldwide. The sudden outbreak affected all the economic sectors in Jordan and tourism was severely hit. The aim of this study is to adapt the “multi-step model for altering place image” to uncover various media strategies that could be possibly used by Jordanian marketers to increase the flow of tourism and repair their destination image during the pandemic. The qualitative research method was used to reach the objectives of the research. The study provides a framework for tourism marketers to mitigate the effects of COVID-19 in the tourism sector.
Keywords: Covid-19, Jordan Tourism, Destination Marketing, Destination Image.