Geojournal of Tourism and Geosites | 2026
Authors: Ahmad A.K.
DOI: 10.30892/gtg.64146-1697
Journal: Geojournal of Tourism and Geosites
Year: 2026
Publisher: Editura Universitatii din Oradea
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
The research aimed to determine the extent of the Jordanian populace's reliance on social media influencers for information regarding Jordanian tourism. The study then aims to evaluate the influencers' role in promoting cultural, therapeutic, religious, and recreational tourism in Jordan. These two aims will lead to answering the overarching goal of thi s research, which is to uncover the state of Jordanians’ reliance and conviction when it comes to content pr esented by influencers on social media regarding tourism in the country. This research is a descriptive study and therefore, it uses the questionnaire tool as a main method for collecting data. Due to the large population and the difficulty of reaching to all participants, which is the whole population of Jordan, the study employed a purposive sample that comprises 400 individuals who follow influencers' content on social media and rely on them for tourism-related information. The study revealed that the majority of respondents (49.7%) moderately depend on social media influencers for information regarding Jordanian tourism. Regarding the four main areas, the study examined, first the cultural dimension, the study found that individuals reported a high dependence on the "personal experiences about cultural activities and the insights into Jordanian culture with a mean (2.12). Second, in relation to the medical tourism area, a high reliance found on information about "the advantages of therapeutic sites like the Dead Sea and Ma’in Hot Springs" with a mean (2.03). Third, the results revealed a medium dependence on influencers regarding the promotion of religious sites, with an overall mean of 1.25 for the whole construct. Fourth, "introducing diverse recreational activities about Jordan" was the highest in terms of information the sample of the study reported that they rely on based of the content produced by influencers on social media. These results reflect how a sample of Jordanian social media users consume and rely on media content related to tourism in Jordan. This high dependence could be attributed to several factors, including the wide use of social media in the country. © 2026 by the authors.
digital marketing; influencers; Jordan; social media; tourism; tourism promotion