Exploring the Relationship between Digital Marketing and Big Data on Competitive Advantage at Jordanian Tourism Companies

This study aimed to examine the impact of digital marketing, with big data as a mediating variable, on the competitive advantage of Jordanian tourism companies. The study sample included 161 companies from the study population, focusing on Jordan's outgoing and inbound tourism companies. The study's objectives were achieved using an analytical and quantitative approach. The questionnaire was used as a study tool to collect preliminary data, and the study noted that Jordanian tourism companies have given digital marketing great importance. The study focused on the relationship between digital marketing, competitive advantage, and big data. It found that digital marketing has a significant impact on big data, which in turn positively affects competitive advantage. The study also discovered that big data mediates the relationship between digital marketing and competitive advantage. According to the results of this study, Jordanian tourism companies can improve their digital marketing by enhancing customer data, monitoring competitors, and leveraging mobile marketing opportunities to gain a competitive advantage. These companies can incorporate data analysis techniques into their marketing strategies and utilize machine learning tools, such as Google Analytics, Semrush, OnlyPult, Mailchimp, and Canva. Doing so can improve their product offerings and attract more customers.