Critical Success Factors of E-Direct Marketing in Jordan Travel Agencies

Critical success factors are popular approaches that can be used as a key metrics to measure the success of companies. In this paper, the authors analyze the current state of e-marketing in Jordanian travel agencies by examining the implantation of critical success factors of e-marketing. The research model analyzes the relationship between critical success factors and online direct marketing. Explanatory studies were used by distributing a qualified questionnaire to the employees of seventeen important travel agencies in Jordan to get results and test the research model. The paper concludes that a need exists to consolidate and strengthen the integration of the critical success factors of e-direct marketing in Jordanian travel agencies. Travel agencies must use a new business model and find a new way to contact their customers so to increase customer loyalty. Further research on the field of e-direct marketing and in travel agencies is needed. E-direct marketing can increase revenue for travel agencies in Jordan.