The impact of competitive intelligence on digital marketing in jordanian tourism companies

This study examine the impact of competitive intelligence on digital marketing in Jordanian tourism companies by analyzing the relationship between competitive intelligence as an independent variable and digital marketing—with its dimensions of Attraction, Engagement, Communication, and learning—as a dependent variable. The study employed a descriptive-analytical approach, and data were collected from 27 companies registered with the Jordanian Ministry of Tourism. The target population consisted of 170 senior and middle management employees, to whom the questionnaire was distributed; a total of 113 valid responses were retrieved for analysis. The findings revealed a statistically significant effect of competitive intelligence on overall digital marketing, with competitive intelligence explaining 74.6% of the variance in digital marketing levels. The results further indicated significant effects of competitive intelligence on all dimensions of digital marketing, with the strongest impact observed on the attraction dimension (R² = 0.772), followed by communication and learning, while the weakest impact was recorded for engagement (R² = 0.389). The study concluded that strengthening competitive intelligence capabilities directly enhances the effectiveness of digital marketing initiatives and contributes to improved marketing performance and digital interaction within organizations. It recommends establishing dedicated competitive intelligence units, developing robust data collection and analysis mechanisms, and employing these capabilities to enhance digital attractiveness, increase engagement, strengthen communication channels, and elevate institutional learning and digital transformation.