Employing Digital Public Relations in Encouraging the Tourism Industry in Jordan

Objectives: This research explores the pivotal role of public relations in the tourism sector, focusing on its significance, functions, and practical applications in promoting tourism in Jordan. It aims to highlight how public relations can enhance the positioning of Jordanian tourism both locally and internationally.
Methods: A quantitative methodology was used to analyze and evaluate the effectiveness of public relations efforts in Jordan's tourism sector, specifically among public relations practitioners. The study emphasized the role of two-way communication and the use of social media as a powerful tool for tourism promotion.
Results: The study revealed that visual content, such as images and videos, is one of the most effective tools in public relations campaigns. However, challenges such as limited technical expertise, resource constraints, and the diverse needs of the target audience hinder the optimal utilization of social media platforms.
Conclusion: The study emphasizes the need for a specialized theoretical framework for public relations tailored to the tourism industry. This framework should incorporate strategies based on mutual understanding, accountability, and data-driven decision-making to enhance promotional efforts and ensure sustainable growth in the tourism sector.