Enhancing business performance through digital marketing strategies: The role of search engine optimization and e-service quality in Jordan’s hospitality secto

This study encroaches on the interactive mechanisms of the digital marketing strategy and its overall effect on the performance of the business within the Jordanian hotel sector. The article presents a survey of 370 professionals working in the field of management and marketing in the hotel and tourism industry to identify complex interdependent relationships among the concept of Search Engine Optimization (SEO), E-Service Quality (ESQ), and efficiency of the implemented digital marketing. To establish the impact of combining the SEO practices with the increased e-service quality on the customer involvement and the business success in general, the authors established and tested three hypotheses with the assistance of the structural equation modeling (SEM): first, the impact of the e-presence optimization on the competitiveness of the business on the market is very strong and positive, which is reflected through both customer engagement and efficient customer acquisition.. E-Service Quality that plays a major role in increasing the customer trust, satisfaction and retention which in turn mediates the positive relationship between digital marketing efforts and the business performance. Furthermore, the paper has established that the digital marketing strategies are a strategic facilitator connecting the level of technological adoption to the level of operational and financial performance measurement. Based on these findings, the paper proposes a long-term commitment to the advancement of the e-service quality, customer-focused digital platforms, and SEO technologies to stabilize the marketing effectiveness and guarantee the business advancement in the Jordanian hospitality sector.