DOI: https://doi.org/10.36347/sjahss.2026.v14i09.001

Pages: 334-344

The tourism business in Jordan is still ranked among the most significant branches of the state economy, yet its competitiveness is increasingly constrained by using the traditional means of marketing and the absence of utilising the e-marketing resources, especially by Small and Medium-sized Enterprises SMEs). The study aims at discussing the extent to which the e-marketing strategies form part of the competitiveness of tourism in Jordan and the most effective ways of enhancing communication, destination image and tourist attraction. The study design used was a descriptive-analytical quantitative research study, which involved an online survey conducted among 81 tourism SMEs through semi-structured interviews with nine employees employed in three tourism firms. These findings suggest that the frequency of mobile marketing has a significant positive association with e-marketing being considered more important than traditional marketing (r 1=.31, p=.005), but no significant correlation was found in Return on Investment (ROI). It was the websites and content that enabled Search Engine Optimization (SEO) and mobile marketing to become the most potent strategy duo. Strategies involve the way to promote the combination of SEO and mobile, web renovation and strengthening of coordinated training and policy support to SMEs.