The Role of Sales forces in the Integration of Marketing Communication: An Empirical Study on the Tourism Sector in Jordan

Authors

Ghufran Said Hijawi, Bader Ismaeel

 

Abstract

The purpose of this study is to investigate the effect of the sales force's knowledge, planning, creativity, and durability in relationships on the integration of marketing communication (IMC) in the tourism sector in Jordan. The current study utilized the descriptive and analytical approach to gather and analyze data through questionnaires, which were distributed to relevant individuals and organizations in the tourism promotion authority and tourism facilities. The authors received 124 valid responses for analysis out of 190 distributed. The results indicated a positive impact of sales forces, with all sub-dimensions on integration marketing communication. However, the results showed that durability has less impact on IMC. Furthermore, the findings of the current study provided valuable insights for tourism organizations in Jordan to understand better the importance of integration marketing communication and the key factors that affect their success.

DOI: 10.51958/AAUJBL2024V8I2P8