Impact of Covid-19 on Jordan Tourism

This investigation examines the impact of the Covid-19 pandemic on the tourism sector in Jordan. It discusses the ban on travel and the global economic slowdown as major factors affecting the industry. The research methodology includes a systematic review of secondary data sources.

The Impact of COVID-19
Pandemic crisis on the
Tourism in Jordan

Executive Summary
The present investigation enlightens the overall impact of COVID – 19 on tourism sector.
The main focus in this investigation has been provided on the tourism sector of JORDAN. The
investigation has revealed that COVID- 19 is pandemic disease which has placed major
influence over the health of people as the well businesses activities too. The main influence of
this life threatening disease can be seen on the tourism sector as only way stay with this disease
is social distancing. With the increasing number of cases of COVID 19 people have started
avoiding travelling as the government too have banned it for all. Here, it can be said overall
impact of COVID 19 has the adverse impact on Jordan Tourism industry in two different ways.
First is pull factor in which travelling is ban and lockdown and second is push factor as it
pertaining to developing global economy slowdown. For carrying out effective investigation in
this section, the respective investigator had made use of secondary method of data collection
where they gather information on the proposed topic. Also, in order to carry out the research in
effective manner systematic review method have been further adopted by the researcher with the
motive of completing this investigation effectively with lucrative results.

Contents
Executive Summary.................................................................................................................2
TITLE: Impact of Covid- 19 on Jordan tourism.”...........................................................................1
Research Question..................................................................................................................1
Research Methodology....................................................................................................................1
3.1) Research Approach.........................................................................................................1
3.1.1) Sources of Data............................................................................................................2
3.1.2) Research Design...........................................................................................................2
3.2) Systematic Review Method.............................................................................................3
3.2.1) Introduction to Systematic Reviews............................................................................3
3.2.2) Components of Systematic Review.............................................................................4
3.2.3) Challenges & Limitations of Systematic Reviews.......................................................5
3.3) Search Strategy................................................................................................................6
3.4) Geographical Focus.........................................................................................................6
3.5) Analysis of Search Results..............................................................................................7
4) Critical Literature Review.........................................................................................................7
5) Discussion................................................................................................................................14
CONCLUSION & RECOMMENDATIONS................................................................................17
CONCLUSION....................................................................................................................17
RECOMMENDATIONS.....................................................................................................18
REFERENCES..............................................................................................................................19

TITLE: Impact of Covid- 19 on Jordan tourism.”
Research Aim:
“To identify the impact of Covid- 19 on tourism.” A case study on Jordan tourism.
Research Objectives:
 To identify the effect of Covid- 19 on tourism industry.
 To identify the impact this has had on the tourism industry of Jordan in particular.
 To ascertain the challenges that will arise in boosting the industry back.
 To recommend appropriate strategies that can be adopted in order to meet the challenges
identified.
Research Question
 What is the effect of Covid- 19 on tourism industry?
 What is the impact of spread of Covid- 19 on the tourism industry of Jordan in particular?
 What are the challenges that can arise in boosting the tourism industry back?
 Which strategies can be recommended for the challenges that have been identified in revival
of the tourism industry of Jordan?
Research Methodology
Research methodology refers to an essential section in every research as it helps whole
research team in executing all activities related to the research in systematic manner. this
ultimately contributes a lot in accomplishing expected project outcome based on the research
problem (Kumar, 2019). Apart from this, it has been later analysed that this section is consist of
range of tools and techniques which are used by the researcher in the form of research type,
approach, philosophy, data collection and analysis etc. All of these simply contribute in
accomplishing project outcome in rightful manner. All of the essential elements used for carrying
out this research are specified as below in detailed in manner.
3.1) Research Approach
Research approach is comprehensively said to be as the series of steps that are followed by the
investigator for conducting the study in such a manner that ultimately helps in accomplishing
research outcome in rightful manner. Here, it has been seen that there are two main form of
research approach such as inductive and deductive among them investigator selects the best one
which could help them out in attaining appropriate research outcome. Inductive research
1

approach is mainly acquired by the investigator for analysing qualitative form of data in which
theories and observations are effectively tested by the investigator so that they can easily identify
that whether it is true or not (Mackey and Gass, 2015). On the other hand, deductive type of
research approach is basically acquired by the investigator for analysing quantitative form of
data which includes numerical data. In this testing of data, simply specifies that whether the
analysed data supports the generalised theory or not. With reference to the present study, the
main focus of the investigator is to make use of inductive form of research approach as in
qualitative research has been taken into consideration which simply contributes in analysing the
impact of COVID-19 over the tourism of Jordan.
3.1.1) Sources of Data
Data collection refers to as the way through which investigator gathers information on the
proposed research topic. Here investigator mainly use of two kind of methods for gathering
required information on the proposed topics. These are primary method of data collection and
secondary method of data collection. In primary method of data of collection investigator
indulges into personal interaction with the respondents in order to gather maximum information
on the same topic. Main sources of primary method are questionnaire, survey, interview,
observation, field study and others (Silverman, 2016). On the contrary, in secondary method the
main focus of investigator is collect information from other sources where they do not have to
inte5ratc with the actual person. It mainly includes few sources such as books, journals, online
articles, magazines and newspapers. With reference to the current study, it can be said that
investigator have here made use of secondary method as due to COVID – 19, it won’t be
possible for the investigator to personally interact with the people in order to collect information
from. Therefore, by going with the current scenario, secondary method of data collection have
been used by the investigator where online articles, books, newspapers and journals have been
used as the main source of information for it.
3.1.2) Research Design
Research design is comprehensively said to be as the core structure of investigation that
have been followed by the investigator while carrying out the investigation. Research design are
of many types such as Explanatory, exploratory, descriptive and experimental. With reference to
the present investigation conducted on the topic impact of COVID -19 on Jordan Tourism, it can
be said that the investigator have made use of explanatory type of research as it is highly
2

supportive in carrying out this research so that detailed information could be gathered on the
same and researcher could also make valid outcome towards it (Flick, 2015). Along with this, it
can be further said that usage of this method simply helps out researcher in presenting overall
gathered information in front of readers in such a manner which is highly understandable for
them. Also, they can easily draw valid outcome towards the same.
3.2) Systematic Review Method
Systematic review method is considered as the effective method used by the investigator to
draw valid outcome on their study with simply developing few question associated with the
proposed topic so that they can easily determine, select and critically appraise the related
research. In this method, overall findings are developed from information gathered from the
available sources mainly secondary. In other words, it has also been analysed that the systematic
review is basically acknowledged as the kind of research method that has been adopted by the
researcher in order to review available research literature. In order to do so in effective manner,
the respective investigator emphasizes on making use of effective secondary sources with which
they can easily make use of rightful data that ultimately contributes in drawing valid outcome on
the proposed topic (Bresle and Stake, 2017). Here, main preferences are provided to the findings
drawn on previous research that have been drawn from primary data. It can be said that this
method is only possible when questions of the previous and the current investigation are same or
similar with one another. Systematic reviews can evaluate a range of evidence; qualitative,
quantitative or both. Appropriate methods of synthesis should be used for different types of
evidence. With reference to the present study, qualitative review have been performed by the
investigator.
3.2.1) Introduction to Systematic Reviews
A systematic review is comprehensively said to be as the overall collection of the possible
studies which is highly related to the proposed topic as well as design. This gathered information
is further analysed by the investigator in detailed manner with the motive of attaining proposed
outcome effectively. In addition to this, it can be said that while going through the overall
process of systematic review the main focus of investigator is on analysing the results associated
with this in terms of core quality. In addition to this, systematic review is also supportive in
executing whole research in such a manner that would definitely maximise the overall output the
investigation in the best possible manner. With reference to the present study conducted on the
3

topic impact of COVID- 19 on the tourism industry of Jordan, it can be said that here
investigator have given main preference to the systematic review as the respective method is
helpful in completing the investigation by simply executing the maximum information in the
present study. In order to execute this research with the usage of the systematic review method,
investigator would definitely give preference to all authenticate secondary sources which have
can be easily trusted by them as they have been having positive experience with the similar sort
of sources and also attained proposed outcome in the past study. This would be considered as the
time saving activity as well as the best method that would go with the current situation as they do
not have to personally interact with anyone while gathering information which would also
maintain the provision of social distancing given by the government effectively. As a result, it
can be said that usage of systematic review method had definitely gone with the current situation
and also provide better understanding to the readers about overall impact of Coronavirus over
tourism industry of Jordan.
3.2.2) Components of Systematic Review
Systematic review includes of range of components which collaboratively provides support
in executing overall research in the systematic manner. Here, it can be said that systematic
reviews must be carried out in an pre planned manner that directly contributes in executing
whole research in such a manner that help in obtaining valid research outcome towards the same.
It also provides an detailed overview of the methodology that is being used by the investigator
for reviewing overall proposed topic in appropriate manner. It has also been component of
systematic review are huge in numbers. With reference to the present investigation, the
researcher here emphasizes on using the component of the systematic review. All of the core
components of systematic review are specified as below in detailed manner:
 It is the first and foremost component which clearly emphasises on systematic and extensive
searches with the motive of determining all the associated information published in several
literature sources. Along with this, it also includes unpublished literature sources that
contribute in drawing valid outcome towards the same in rightful manner.
 This is second component which emphasizes on selecting the overall gathered information
by simply reviewing it by simply matching it with the eligibility criteria in rightful manner.
In addition to this, it can be further said that selection of data is done by simply by
evaluating overall reliability of the data with the proposed topic in effective manner.
4

 At the third component of the investigator while making of this method is to assess the
overall risk associated with information in terms of biasness. By doing so effectively, the
investigator focuses covering all the information with the truthiness’ so that valid outcome
can be drawn on the same effectively.
 In the next component, presentation of the overall findings of the investigation are shown
with the motive of the making it easier for the investigator to express their efforts to the
readers and other associated people about the cote conclusion drawn with this study in
rightful manner. These section also aware readers about the investigation core purpose and
findings of the research topic in effective manner.
 This is the last component which clearly depicts that the overall discussion made on the core
limitation of the project or the research topic over which review have been made effectively.
The systematic review process has been developed to minimize bias and ensure
transparency. Methods should be adequately documented so that they can be replicated.
3.2.3) Challenges & Limitations of Systematic Reviews
Even though systematic review is acknowledged as the effective method of executing
while investigation in rightful manner, it can be said that the respective method also contains few
limitations as well as challenges that hamper their overall execution process of the research as
well as its outcomes. The main challenge associated with the systematic review is searching of
the authentic data, its screening and synthesising every stages associated with it that will
contribute in executing whole research in rightful manner. with reference to the current
investigation, the first and foremost problem associated with the systematic review of this
investigation is that it would require a vast level of access to the databases as well as peer
reviewed journals that could be seen as the most expensive zone for the research every
researchers are not revealing their own findings for the free to anyone. This makes process of
investigation with reference to gathering information quite expensive for the current
investigation which could be determined as the main challenge for this research. Apart from
this, with the motive of gathering most desirable data investigator mainly focuses on gathering
most of the information from the most popular secondary sources. This initiative taken by the
investigator towards the topic is not at all a good activity. This is so because, COVID- 19 is
acknowledged as the most emerging disease which is spreading day by day at the rapid speed.
This simply states that information and experience related to this disease is completely new for
5

everyone. Thus, it can be said that if any researcher represents data associated with the COVID-
19 and its core influence over the Jordan tourism then the present investigator must provide
equivalent opportunity to the information stated by all of them is valid as they have specified it
after conducting detailed study over it. Therefore, it can be said that by providing preferences to
the limited number of secondary source would come under the bias activity which could also be
seen as the main limitation of the systematic review for this investigation.
Along with this, it can also be said that every investigation present investigation also
have some inclusion and exclusion criteria which simply keeps the researcher away from the
attaining most feasible outcome as they are not including every information in the proposed
topic. In addition to the screening activity performed for the same investigation might affect the
overall outcome of the research in negative manner. This is so because, at the time of executing
screening activity the investigator must by mistakenly keep the essential data that could also
influence overall completion of the investigation in negative manner.
3.3) Search Strategy
In order to conduct investigation in best possible manner and obtain highly reliable outcome
from it, the respected investigator have made use of secondary method of data collection as its
core search strategy so that they can easily approach maximum information associated with the
same topic through the already available information. In order to gather maximum data, the main
focus of investigator would be obtaining information from highly reliable sources that could
bring maximum output for them in best possible manner. Here, online articles, books,
newspapers and journals have been used as the main options among all the secondary sources.
3.4) Geographical Focus
For carrying out present investigation in rightful manner, the respective investigator have
mainly emphasized on conducting research within the overall zone of Jordan that is in terms of
geographical data. With reference to the present study, it can be said that all the required
information is gathered within the regional location of Jordan only so that investigator can easily
determine the overall impact of Corona pandemic has had on the tourism sector of Jordan. This
clearly depicts the whole research is only belonging to the Jordan only and its outcome would
only justify the actual impact of COVID -19 on Jordan Tourism
6

3.5) Analysis of Search Results
With reference to the present research conducted on the topic “To identify the impact of
Covid- 19 on Jordan tourism.” It can be said that investigator have made use of several methods
that are selected as per the current scenario and its feasibility with the study. Here, it has also
been analysed that after gathering information on the proposed topic from several sources
investigator has analysed the overall obtained results in order to check that whether it is useful
for them or not. The overall analysis of the search results have been done on the basis of
different parameters that whether the information have been taken from the authenticate sources
or not. Whether it is providing meaning or satisfying the core requirement of the current topic or
not.
4) Critical Literature Review
It is most important part in the research project since it effectively leads to the
development of a deep theoretical framework that enables the research as a whole to achieve real
and reliable results. Secondary sources are literature review and thus the experimental research is
not examined. Books, articles, newspapers, scholars etc are the secondary sources used in data
collection (Ahmed and Memish, 2020). The main goal of literature review is to look at opinions
of previous researchers in order to illustrate a specific topic. Literature review is that in which
knowledge is thoroughly explored. This information is collected by online sources that are
reliable and exact.
To identify the effect of COVID-19 on tourism industry
On the basis of Munnmunn Marwah (2015) COVID-19 is a virus that is linked to similar
family of the viruses as Severe Acute Respiratory Syndrome (SARS) and some other kind of the
common cold. The Coronaviruses are zoonatic and they are mainly transmitted among people
and animals. It has been found that SARS-CoV was to be transmitted from the civet cats to
people and MERS-CoV from the camels to the humans (Alzoubi and et. al., 2020). The most
common sings of the infections involve respiratory symptoms, cough, fever, breathing
difficulties and shortness of the breath. A major part of several national economies is tourism,
and immediate as well as immense impact of the Coronaviruses pandemic on the tourism sector
is affecting a broader economy. With unprecedented measures to contain the virus in
governments around world, regulations on the travel, business and interactions across the people
7

have managed to bring the tourism economy to standstill. In several countries, virus is now being
combated in a new phase, and tourism economy is being re-opened.
As contrary to this, Warwick J. McKibbin and Roshen Fernando (2020) COVID-19 has
significant affect on the tourism sector because of resulting travel restrictions and slump in the
demand between the travellers. Over the past, many of countries have been considered tourism as
contributor to the economic development and accepted that throughout world massive
investments that continues to pour its development. Since several countries have imposed
restricted travel, in an effort to reduce their spread, the tourism sector was significantly affected
by Coronaviruses. Countries around the world are fighting increasing health threats and
implementing large-scale social-distance standards, while corporations and governments work
together to support the poor and to provide financial aid packages for stabilizing economic
conditions. Anticipated travel has declined by 80–90% in several of world's cities. There have
been closed various international tourist destinations such as museums, fun parks and sports
facilities. There have been main influences on each country's economy and when people begin
declining their travel budget; tourism has always been the first to be affected. However, tourism
played direct role in COVID-19, which has spread widely in countries with a significant number
of tourists. The pandemic is greatest challenge ever facing any country, as loss of up to 3 months
of travel in international travel this year can negatively affect on up to 25%. According to WTTC
(World Travel and Tourism Council), from COVID-19, the potential jobs are impacted to Travel
and Tourism industry (World Health Organization, 2020). Government will accept proposal from
the TAAI and allow full GST tax-free Holiday for tourism industry for twelve months to the day
that the recovery takes place, with impacts on both the white and blue-collar employment and up
to the 50 million workers worldwide, which represent a reduction in employment of 12 per cent
to 14 per cent. The global COVID-19 epidemic has put the economy in accordance with law and
the tourism industry has been hit by the largest number of economic sectors. Against the
backdrop of greater uncertainty, current and accurate knowledge, both for the visitors and
tourism industry, is much more essential than ever. With COVID-19 bringing the global tourism
to standstill many of the people in the quarantine has been seeking cultural as well as travel
experience from homes.
As contrary to this Antonio Santos del Vall (2019) stated that the acquisition by tourist of
products with a cultural identity, encouraging the creation of new tourist offerings, improved
8

economic and social financing and investment ventures, and also the creation of stronger ties to
international promotion of cultural values of those goods brings benefits to local tourism and
economic growth. Tourism industry leaders must face immense obstacles which are not
addressed by conventional trade and communications tools. This is not enough to provide
tourists and passengers with outstanding experiences or facilities at a fair price. It is also not
enough to establish business strategy and to establish a structure that can coordinate as well as
coherently advance entire organization. COVID-19 is threatening several tourist attraction
places. They are majorly experiencing more economic loss from the drastic reduction in the
tourism numbers. There is a need to the tourist destinations to take the appropriate action so that
COVID- 19 can be controlled and restore the numbers in tourism.
To identify the impact this has had on the tourism industry of Jordan in particular
On the basis of Mohammad Al-Tawaha (2018) as greatest global health crisis of time,
COVID-19 has hit world hard, impacting markets, expectations and behaviours. In this,
Pandemic has taken toll on the tourism with this sector facing devastating repercussions in all
over the world. In Jordon, travel and tourism is economic driver and accounting for around 14%
of the national income. On the basis of World Bank, COVID-19 has the adverse impact of
industry in two different ways. First is pull factor in which travelling is ban and lockdown and
second is push factor as it pertaining to developing global economy slowdown. In past few years,
demand for the travel and tourism in the Jordon skyrocketed. The Ministry of Tourism and
Antiquities stated that number of Jordanian inbound tourists in 2019 was more than 5.3 million
compared to 4.9 million in year 2018, an 8.2 percent increase (Asahara, 2020). Moreover, 81,
4106 tourists were received by city of Petra in February 2020, an increase of 9.4 percent,
compared to 74, 413 in February 2019. In addition to this, in contrast with first two months of
2019, revenue for Jordan Pass rose by 2.4 percent in first two months of 2020. In Jordanian
national economy, contribution from tourism revenues amounted to over $5 billion in 2018, up
480% from 1999, which indicates that gross domestic product's tourism sector share was 12.4%
of same year. The market was not working which caused financial as well as cash flow
difficulties of mismatch among expected and real demand. All tourism sector players have
suffered and under the same circumstance, some businesses that go bankrupt. It is not merely
heath crisis but also severe the economic implications. Such severe losses have a drastic impact
9

not only on company but on government which has severely declined tax revenues and taxes, and
on employees whose earnings and jobs have fallen (Benzell, Collis and Nicolaides, 2020).
As contrary to it, Belal Fallah (2019) according to Central Bank of Jordan tourism
produced revenues of about $500 million in January 2020. Due to current lockups and closures,
this represents an average loss of around $500 million each month. Now it is quite certain that
spring and many of summer seasons have been lost in industry, causing the government to seek
concessional lending from the international organizations like IMF to lose over three billion
dollars in foreign currency. Tourism sector will be struggle with the wage cuts and layoffs. In the
Jordon, sector employs more than the 50000 employees directly and indirect, many of them will
be impacted. As with the cuts in salaries, several employees are likely, on the basis of
performance to work overseas, financial capacity of managers and the shared agreement between
them, to earn minimum 50 % of their income. Many tourism workers, like guides are self-
employed day workers, who, in view of current suspensions but no other source of revenue,
suffered highest loss (Bisong, Ahairwe and Njoroge, 2020).
As contrary to it Michael Safi and Jassar Al-Tahat in Petra (2020) stated that Site in
Southern Jordon is one of centres of unprecedented crisis for global tourism sector with more
than 120 million of livelihoods in threat and also no end in the sight. Another indication of the
severe challenge facing mid and lower-income countries over coming years are empty street, the
hotel rooms and the restaurants in the Wadi Musa, a city serving as a gateway with Petra. Most
have prevented worst virus to far including Jordan. Economic damage will not avoided because
countries which banked on tourism are projected to suffer most from major growth drivers. In
community such as Wadi Musa upto the 80% of the people are rely on the tourism as income
source. Across the Jordon, tourism is contributing around 15% of GDP of country and retain
estimated of 55000 jobs (Fallah, Krafft and Wahba, 2019). By waiving other duties, postponing
electricity bills and providing lending to hotel owners and other interested parties, the Jordanian
Government seeks to minimize the effect on tourist industry these measures could work in cases
where the number of tourists simply fell but more is necessary when there is zero for months to
go.
To ascertain the challenges that will arise in boosting the industry back
As per opinion of Alexey Kravchenko (2020) Tourism industry is one of complex hit
through outbreak of Coronavirus disease (COVID-19) that affects on travel demand and supply.
10

Because of how the disease is addressed in particular nations, brand images of the destinations
can be irreversible. If country reacts poorly to COVID-19 and is reacting slowly, visitors can
take a negative position in this regard and have the doubts about visits after controlled
pandemics. When COVID-19 is to be controlled, tourist bodies should promote as well as
reassure visitors that place is safe to attract visitors. According to Jordan Tourism Board (JTB)
during and after the pandemic recovery period COVID-19, members in many virtual conferences
organized by the Association of Information and Communications Technology, Jordan, debated
means for the promotion of tourism in Kingdom (Garrett, 2020). In addition to offering smart
applications by specialized tourist entrepreneurs, the board currently makes virtual tourism use
of 360-degree technology. After Coronavirus crisis, religious tourism is to be expected to recover
because Jordan is home to be 42 tourist religious attractions. The tourism industry sector is about
to recover. Tourism and commerce rely upon tourists being free to travel easily from one
location to the next, and when there is a health crisis of this magnitude people are ceasing to
travel, both because travellers are barred from travelling in and out of several countries and
because they are afraid that they will get any disease that has not been vaccinated today. The
decline of passengers is having a direct effect on tourism, and the loss in income or
unemployment are directly affected. The pandemic has made tourism especially vulnerable,
which has been the most affected sector so far, due to its effects on economies that are slowing
already (Jasmine, 2019).
The travel and tourism industry will face the many challenges to arising the boosting in
sector back. From the covid-19 people prefer to less travelling into another countries. It is a
serious disease that people of different countries are facing and it also reason of death. The
visitors will not prefer to travelling into another country they prefer to remain healthy and stay at
home. In addition to this, there will be many issues faced by the tourism industry of Jordan such
as reducing productivity, minimise economic development, reduction in revenue in many others
(Maliszewska, Mattoo and Van Der Mensbrugghe, 2020).
Populations of conflict is impacted the countries whether warlike or affected most likely
vulnerable to disease outbreaks. In several situations, war as well as prolonged unrest has left
national health systems deeply unprepared for COVID-19, in particular where mismanagement,
mismanagement as well as foreign sanctions compound it. People with no faith in government
and political representatives can hardly be convinced to obey public health guidelines. Virus
11

initially uncontrolled spreads, not only due to weak epidemiological monitoring as well as
inadequate capacity or response to the health care system but people are sceptical about or asked
to do what their governments are saying.' Doubts were in part caused by disinformation and lack
of guidance on contagion from the participating governments, but by persistent political tensions
in a war-torn region in last decade. National and international medicines and humanitarian
workers may be struggling in active conflict to provide relief for people who need it. In 2019 in
spite of support of United Nations peacekeepers, World Health Organization (WHO) and
international non-governmental organizations fought to stop the outbreak of the Ebola disease in
East Democrat Republic of Congo (DRC). COVID-19 could reduce the number of jobs in
tourism and travel industry, as travelling worldwide is expected to decrease considerably by
2020 (Manderson and Levine, 2020). Several World Heritage sites are now closed, with social
and economic consequences for communities living on these sites, as a result of this virus
outbreak and the social distance imposed. Covid-19 has stopped many practices of immaterial
cultural heritage with cultural and social consequences for communities worldwide. Tourism
offers opportunities for development; helps promote solidarity as well as understanding across
borders, while the domestic tourism promotes cohesion among nations. The tourism industry also
plays a significant role in the conservation of natural as well as cultural heritage. All this made it
even more important for the world tourism sector both at this moment of recession and at a time
of recovery for societies. The world has ten years to meet 17 Sustainable Development Goals
(SDGs) outlined in 2030 agenda (McKibbin and Fernando, 2020). If managed responsibly, it can
emerge from the crisis as the even more critical contribution to the SDGs that generally link
tourism with only some of its indicators as well as related targets, supporting livelier livelihoods
and develop new for people all over world. It hopes that this situation will be resolved quickly
and tourism will begin again.
To recommend appropriate strategies that can be adopted in order to meet the challenges
identified
On the basis of Vancouver (2020) Worldwide, the anchorage of society in the sense of
COVID-19 crisis would have to apply the latest outlook on destination, growth and the collective
contribution to the virus-caused reality of the coming economic downturn (Stojkoski and et. al.,
2020). There are some strategies given below which needs to be adopted to meet with the
challenges to boost tourism industry:
12

Focus on safety- It is necessary for the travel and tourism organisation is to focus on the
safety of customers as well as the staff members. Take the full precaution to stay away from the
COVID-19 virus. There will be need to tourism organisation to provide the sanitizers to every
tourist and also take care to provide the hygiene services as well as products to them (Walmsley,
Rose and Wei, 2020).
Innovation- COVID-19 should be invitation for creative and unique minds to make new
as well as timely solutions available to imagination and creativity. A location brand is no more
than a location short term objective because this cannot be visited (presently). This just has to be
experienced otherwise (Benzell, Collis and Nicolaides, 2020). Tourism industry will have to fly
there and make the virtues of destinations come alive by combination of advanced technology
and imagination while visitors cannot fly. For an example- Immersive and immersive
technology, filling with textures and layers of knowledge, may be not only timely brand
marketing, but maybe required marketing for tourism sector. It invites all of tourists to enjoy
much necessary escape from front rooms and boring views from our sideways suburbs.
Use digital to broadcast values not marketing destination- When this situation has
passed, the acts that take place at presently will have significant effect on the image. Cities,
countries and sites should reflect on how to combat COVID-19, such as equipment for local
hospitals as well as tax relief for businesses. Don't forget to creatively think about it-strive to
bring core concept or personality into effect. The main advice that gives now is to get the job
done through local or national authorities on digital identity. The emphasis will now be on
digital. Brands have to keep their audiences engaged. Cities, nations, regions which can protect
people easily and effectively communicate by digital media allow brand to be seen as a safe
place to potential tourism as well as investment (Bisong, Ahairwe and Njoroge, 2020).
Relationships matter more than sales- Support sales as well as the business development
teams whose employment is strongly affected through customer interaction. Encourage teams to
establish contacts through pick p up telephone and making sure that customers are essential. Pay
attention to situations and problems and let them share. Restore them to business and
destinations will eventually recover while keeping utmost security of all employees and
customers in mind.
Upskill team- Members of the branding are culture, consumers, suppliers and wider
space. Be fair but considerate, as all work together to adapt and adapt to new working climate.
13

It's now the perfect necessary to accept digital revolution and launch webinars, social media and
e-learning campaigns (Maliszewska, Mattoo and Van Der Mensbrugghe, 2020).
5) Discussion
On the basis of the literature review conducted above over the subject of coronavirus and
its impact over the tourism industry of Jordan, it can be analysed that coronavirus is a type of
virus that is associated with similar family of viruses like SARS or any other type of common
cold. The nature of this coronavirus is that holds the characteristic of being transmittable within
animal as well as human beings. In this relation, it has been acknowledged that the signs by way
of which the probability of existence of this virus within body can be detected are cough, high
fever, heavy breathing, short breath, respiratory issues etc. Now, it has been witnessed that this
virus has impacted almost every sphere of life, especially the business economy. One of the most
prominent sectors pertinent to the commercial world consists of tourism sector. Coronavirus has
been having severe impact over this industry because of the restrictions or constraints that have
been put upon the leisure or business travelling of individuals in any part of the world. Such
limitations have made the tourism sector come to a hovering standstill.
The different countries across the globe are taking ardent measures as well as steps
through which the spread of the coronavirus can be limited. The measures like social distancing
have been introduced on a world wide scale along with the scenario of lockdown in every part of
the world. The travelling of people has come down by 80 to 90% in last some time. The tourist
destinations like national parks, zoos, museums, amusement parks or any other public tourist
place have been closed in order to avoid the gathering of a large number of individuals
simultaneously at one place. Coronavirus has largely led to the major shutdown of travel
companies to a great extent for the last 3 months. There has been a steep decline in the tourism
revenues and profits. Only those individuals for whom it is necessary to travel are allowed by
country wide governments to take a tour. The decline in the tourism statistics has implied the
stagnant growth of this sector over the period of last few months. Thus, it can be said that there is
a dire need for governments across the globe as well as tourism companies to come into ties and
develop measures through which tourism can still take place and the health of travellers is also
not posed to any risk.
The coronavirus pandemic has had a major impact over the tourism sector, making it bear
consequences which are out of its clutch of control. Within the confines of Jordan especially, the
14

tourism industry has witnessed a major setback. The travel and tourism sector within this nation
account for almost 14% of the total income generated for the country. The placement of
regulations like social distancing, lockdown, travel restrictions have put the tourism sector within
this region at stake. As per the World Bank, it has been determined that the tourism sector inside
the bounds of Jordan is hit by the coronavirus pandemic in two folded ways, namely, the push
and the pull factor. The push factor is concerned with the slowdown of national economy of the
country while the pull factor is concerned with the ban imposed over all sorts of travelling along
with the lockdown conditions.
Prior to the emergence as well as spread of this coronavirus pandemic, the tourism
statistics of Jordan were skyrocketing. In this relation, the reported quantum of Jordan inbound
tourists within the year 2019 accounted to a total of over 5.3 million individuals. However, since
the spread of coronavirus in the region, it has severely impacted the travel and tourism sector of
Jordan. Many of the top notch tourism sector companies have witnessed extensive economic
losses and some of the companies pertinent to this industry have even gone bankrupt. The
Central Bank of Jordan has reported that the tourism sector of the region is witnessing an
approximate loss of $500 million in each and every month that the global lockdown as well as
the travel restrictions are continuing. The concerned industry is further struggling with cut in
wage rates of staff along with the constant layoffs that are taking place. The travel and tourism
industry contributes approximately 15% to the GDP of the nation and is home to over 55000
employment opportunities to locale people. Through measures and steps like waiver of duties,
postponement of electricity bill and provision of lending to the owners of hospitality
organisations, the government of Jordan has been intending to reduce the impact of coronavirus
pandemic over the national economy and the tourism industry.
The extensive and rapid spread of word about coronavirus across the globe has presented
a notice of caution to the potential customers of travel and tourism sector. This has instilled a
sense of fear and terror within this in relation to the spread of coronavirus owing to the travel.
This is why the tourism sector is largely hit by the pandemic. The image of several destinations
has been severely dampened because of the pandemic, causing fluctuations in their demand and
supply. In case the government as well as the tourism sector does not take measures to improve
the image of destinations, the tourism statistics will continue to deteriorate. Thus, one of the
biggest hurdles that would be faced while boosting the travel and tourism sector back is
15

regaining the trust and faith of the customers by assuring that the destinations are totally safe
now as proper sanitisation and other measures have been taken to maintain the health of
individuals and not pose it to any risk. The most important consideration or challenge that will be
faced inside the bounds of Jordan travel and tourism sector is related to the marketing of
destinations in a manner such that consumers are assured of their safety and security at those
destinations at all times. This will render assistance to the companies operating within the
confines of concerned industry to gain the tourism statistics back at the pace at which it was
when the pandemic situations had not risen.
Yet another challenge that is probable to be faced by the travel and tourism sector in the
territory of Jordan is to restore the faith of customers by providing them with high quality
tourism sectors with extensive utilisation of technology irrespective of the losses undergone by
companies pertinent to this industry due to the COVID-19 pandemic situation. By taking
measures like keeping the customers at the heart of their operations can prove to be fruitful for
the tourism companies as this is one of the most crucial ways through which the trust and belief
of the customers can be restored and revenues can again be boosted for the industry.
The coronavirus pandemic has over the course of time since its emergence and spread
resulted into severe loss to the economy of countries across the globe. Specifically, it has given a
major hit to the tourism sector within the bounds of Jordan. In this regard, it becomes important
to craft and implement some effective and strong strategies with the due assistance of which
travel sector can regain its old image. These strategies can also provide aid to the particular
industry in taking the tourism statistics back to the old state whereby it had huge contribution
within the Gross Domestic Product of a country.
The first strategy that can be duly leveraged by the travel and tourism sector is
emphasizing over the safety measures so as to rebuild the trust and faith within the customers
and persuade them to visit the destinations with the same preference as earlier. This will be
aimed at freeing the customers of every ounce of apprehension present within their mindsets
regarding their safety and security while travelling or visiting a particular tourist destination.
Proper sanitisation measures should be taken by the travel and tourism sector companies in this
regard. Yet another strategy that can be leveraged by the tourism sector to deal with the negative
consequences or challenges linked to coronavirus pandemic is capitalising on innovation and hi
tech facilities. This implies that the entities pertinent to the concerned industry, irrespective of
16

the losses they have borne within the global lockdown period need to incorporate innovation in
the services provided by them to the customers. This will render aid in capturing the attention of
large base of audience and retaining them for a considerably longer period of time in future
context. Furthermore, this will instil a sense of restored faith and trust within the customers
towards the tourism companies. Another strategy that can be quite fruitful to deal with the impact
of COVID-19 is to carry out rigorous destination marketing, which focusing duly on the safety
measures undertaken at every destination for the health considerations of people making a visit.
The marketing campaigns or adverts should be developed with an emotional and social appeal so
that the customers can be moved while seeing it. This will place a direct influence over their
tourism purchase behaviour making them take the course of action such as continue travelling
unhesitatingly like before. To build the tourism sector again, it is important for the companies
functioning within the bounds of this sector to build a personal relation with the customers so as
to retain them in the long run rather than just focusing over building their sales figures.
Telephonic conversations with the customers on frequent basis along with feedback forms sent
via mails will help the sector to restore its stake and contribution in the development of the
national economy. Lastly, it is important for the tourism companies to make use of multilingual
staff to deal with the customers when they first visit after the control of coronavirus pandemic in
their native language as this will instil a sense of belongingness within the customers to the firm
or the brand.
CONCLUSION & RECOMMENDATIONS
CONCLUSION
From the overall analysis made in the above investigation, it is concluded that the overall
impact of COVID 19 is highly adverse as people are not able to deal with the situation and
simply kept themselves completely side from the Tourism places in order to keep themselves
safe. The overall impact can also been seen on the economic growth of the Jordan as due to
COVID 19 whole tourism sector has been stopped which simply means that there is no
contribution provided to the national economy from the Tourism sector of Jordan. In order to
deal with this the respective tourism sector of Jordan is required to acquire certain strategies such
as focus on safety, innovation, use digital to broadcast values not marketing destination,
relationships matter more than sales and upskill team
17

RECOMMENDATIONS
Few recommendations which are provided to Jordan tourism sector so that they can easily
deal with the situation and take required initiative for maintaining their practices within the same
industry. Some of the recommendations provided to Jordan Tourism sector by which they can
deal with the situation and regain trust of the tourist are specified as below:
 At first it is recommended to Jordan tourism sector to take care of proper sanitisation
measures at the tourist destination as well as the transportation, food and accommodation
facilities so that tourist can feel safe while their visit to Jordan.
 At next, it is suggested to go for effective marketing practices with which they can easily
rebuild up their name in terms of safety for the customers who are travelling Jordan again
and again.
 Another advice that can be quite fruitful to deal with the impact of COVID-19 is to carry
out rigorous destination marketing, which focusing duly on the safety measures
undertaken at every destination for the health considerations of people making a visit.
18

REFERENCES
Books & Journals
Ahmed, Q. A. and Memish, Z. A., 2020. The cancellation of mass gatherings (MGs)? Decision
making in the time of COVID-19. Travel Medicine and Infectious Disease, p.101631.
Alzoubi, H. and et. al., 2020. COVID-19-knowledge, attitude and practice among medical and
non-medical University Students in Jordan. J Pure Appl Microbiol. 14. pp.17-24.
Asahara, M., 2020. The effect of BCG vaccination on COVID-19 examined by a statistical
approach: no positive results from the Diamond Princess and cross-national differences
previously reported by world-wide comparisons are flawed in several ways. medRxiv.
Benzell, S., Collis, A. and Nicolaides, C., 2020. Rationing Social Contact During the COVID-19
Pandemic: Transmission Risk and Social Benefits of US Locations. Available at SSRN
3579678.
Bisong, A., Ahairwe, P. E. and Njoroge, E., 2020. The impact of COVID-19 on remittances for
development in Africa (No. 269). ECDPM Discussion Paper.
Fallah, B., Krafft, C. and Wahba, J., 2019, May. The impact of hosting refugees on the labour
market. In the forum, ERF Policy Portal, Economic Research Forum.
Garrett, T. M., 2020. COVID-19, wall building, and the effects on Migrant Protection Protocols
by the Trump administration: the spectacle of the worsening human rights disaster on the
Mexico-US border. Administrative Theory & Praxis, pp.1-9.
Jasmine, C. A., 2019. Impacts of Covid-19 on Company and Efforts to Support Organization
Adaptable. Dr. David F. Rico, PMP, ACP, CSM, pp.67-70.
Maliszewska, M., Mattoo, A. and Van Der Mensbrugghe, D., 2020. The potential impact of
COVID-19 on GDP and trade: A preliminary assessment.
Manderson, L. and Levine, S., 2020. COVID-19, risk, fear, and fall-out.
McKibbin, W. J. and Fernando, R., 2020. The global macroeconomic impacts of COVID-19:
Seven scenarios.
Stojkoski, V. and et. al., 2020. The socio-economic determinants of the coronavirus disease
(COVID-19) pandemic. arXiv preprint arXiv:2004.07947.
Walmsley, T., Rose, A. and Wei, D., 2020. Impacts on the US Macroeconomy of Mandatory
Business Closures in Response to the COVID-19 Pandemic. Available at SSRN 3570117.
World Health Organization, 2020. Coronavirus disease 2019 ( COVID-19): situation report, 88.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Silverman, D. ed., 2016. Qualitative research. Sage.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Bresler, L. and Stake, R. E., 2017. Qualitative research methodology in music education.
In Critical Essays in Music Education (pp. 113-128). Routledge.
19

Ledford, J. R. and Gast, D. L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Fletcher, A. J., 2017. Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology. 20(2). pp.181-194.
Brannen, J., 2017. Mixing methods: Qualitative and quantitative research. Routledge.
Irwin, R. L. and Springgay, S., 2017. A/r/tography as practice-based research. In Arts Education
and Curriculum Studies(pp. 162-178). Routledge.
af Wåhlberg, A., 2017. Driver behaviour and accident research methodology: unresolved
problems. CRC Press.
Wiek, A. and Lang, D. J., 2016. Transformational sustainability research methodology.
In Sustainability science (pp. 31-41). Springer, Dordrecht.
Humphries, B., 2017. Re-thinking social research: anti-discriminatory approaches in research
methodology. Routledge.
Walliman, N., 2017. Research methods: The basics. Routledge.
Smith, J. A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Online
Vancouver, 2020. COVID-19: A Strategic Approach to Address Global and Regional Tourism
Management Challenges Overview by Twenty31 in cooperation with e-tourism frontiers.
[Online]. Available through: < https://www.pata.org/covid-19-a-strategic-approach-to-
address-global-and-regional-tourism-management-challenges-overview/>.
 Kravchenko. A., 2020. The Future of Tourism Post-COVID-19. [Online]. Available
through: <https://www.unescap.org/blog/future-tourism-post-covid-19/>.
Al-Tawaha, M., 2018. [CROSSDEV] A look at the tourism sector in Aqaba, Jordan under the
Covid-19 pandemic. [Online]. Available through: <http://www.enicbcmed.eu/crossdev-
look-tourism-sector-aqaba-jordan-under-covid-19-pandemic>.
Safi, M. and Al-Tahat, J., 2020. Ghosts replace crowds as Covid-19 rattles Jordan's ancient city
of Petra. [Online]. Available through:
<https://www.theguardian.com/world/2020/may/15/ghosts-replace-crowds-as-covid-19-
rattles-jordans-ancient-city-of-petra>.
Marwah, M., 2015. Covid-19 and its Impact on Tourism. [Online]. Available through:
<http://bwhotelier.businessworld.in/article/Covid-19-and-its-Impact-on-Tourism/12-05-
2020-191801/>.
20

Valle, A.S.D., 2019. The tourism industry and the impact of the Covid-19 Scenarios and
proposals. [Online]. Available through: <https://worldshoppingtourism.com/en/the-
tourism-industry-and-the-impact-of-the-covid-19-scenarios-and-proposals/>.
McKibbin, W.J. and Fernando, R., 2020. The Global Macroeconomic Impacts of COVID-19:
Seven Scenarios. [Online]. Available through: <https://papers.ssrn.com/sol3/papers.cfm?
abstract_id=3547729>.
Fallah, B., 2019. The impact of hosting refugees on the labour market. [Online]. Available
through: <https://theforum.erf.org.eg/2019/05/23/impact-hosting-refugees-labour-
market/>.
21