A Comprehensive Exploration of the Jordan Tourism Board’s 2023 Strategic Planning, News, and Social Media

Abstract

The tourism industry is one of constant change in its nature, as it operates within a world that has become increasingly globalized with vast opportunities through the digital age. The study is anchored in two core research questions, determine the prevailing themes and narrations about 2023 news and posts that are related to Visit Jordan and secondly to find out how those narrations were constructed and what implications does it have for Jordan’s tourism industry. Content analysis of Visit Jordan’s news articles and social media posts in 2023 concerning major attractions and forms of tourism in Jordan is another topic that the study explores. However, cultural aspects emerge as the main focus of this type of tourism including such sites as Jerash, Petra, etc. Besides, architectural and heritage, natural tourism, adventure, outdoor tourism, festive and religious tourism, events, and seasons tourism, plus the diversification of Jordan’s provision.