فوائد و معوقات تبني شركات السياحة والسفر الصغيرة و متوسطة الحجم في الاردن للتسويق الالكتروني

The main purpose of this paper was to explore electronic marketing benefits and adoption barriers in small and medium tourism enterprises (SMTEs) in Jordan, Amman. The main findings indicate that the majority of (SMTEs) in Jordan (90%) appear to have adopted at least one electronic marketing related technologies, however, the usage level of these technologies is still in its infancy since (12%) of (SMTEs) in Jordan considered as early adopters companies. The most significant benefits derived from electronic marketing adoption and usage were to exploit new markets and to communicate with current and new customers and that electronic marketing related technologies save time, cost and efforts. Regarding barriers, the new technology was deemed too expensive, complex to implement and incompatible with the way SMTEs do business