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The Brand Image Influence on the Relationship Between Social Media Advertising and Sustainable Tourism Practices in Petra (Jordan)

Author

Listed:
  • Alfdool Sabri Mahmoud

    (Universitat Politècnica de València, València, Spain)

  • Teruel-Serrano María Dolores

    (Universitat Politècnica de València, València, Spain)

  • Alonso-Monasterio Pau

    (Universitat Politècnica de València, València, Spain)

Abstract

This study aims to establish the mediating role of brand image, including advertising and promotion content distributed on social media platforms, which can improve positive brand image in the relationship between social media advertising and sustainable tourism practices at Petra in Jordan. This study survey contained 332 of the participant’s respondents who visited Petra from different countries. | A structured questionnaire was also embraced to gather primary data. The data were analyzed utilizing Smart-PLS, which was used to classify the measurement and structural models. The mediating influence of together social media advertising and sustainable tourism practices was tested too. The outcomes showed that brand image positively mediates the link between social media advertising and sustainable tourism practices at Petra. For that reason, it can be supposed that brand image among tourists who visit Petra plays a crucial role in promoting social media advertising for improved sustainable tourism practices at Petra. Finally, this study delivers an empirical indication of a phenomenon not studied at Petra in Jordan where the tourists who visited Petra concreted in norms and customs for sustainable tourism practices. The outcomes underline the significance of brand image in mediating the link between social media advertising and sustainable tourism practices at Petra.

Suggested Citation

  • Alfdool Sabri Mahmoud & Teruel-Serrano María Dolores & Alonso-Monasterio Pau, 2025. "The Brand Image Influence on the Relationship Between Social Media Advertising and Sustainable Tourism Practices in Petra (Jordan)," Economics, Sciendo, vol. 13(1), pages 25-44.
    • Handle: RePEc:vrs:econom:v:13:y:2025:i:1:p:25-44:n:1013
    DOI: 10.2478/eoik-2025-0014
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    More about this item

    Keywords

    Brand image; Social media advertising; Sustainable tourism; Cultural tourism; Tourism destination;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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