INVESTIGATING THE ROLE OF THE INTEGRATION OF DIGITAL TECHNOLOGIES IN THE IMPACT OF SOCIAL MEDIA ON HOSPITALITY PERFORMANCE IN JORDAN

The research examines the mediating role (through digital technologies) of the relationship between social media and hospitality performance in Jordan. As the scope of using online platforms to engage customers, their services, and communication with brand has intensified, knowledge of their direct and indirect effects on performance has become more relevant particularly as the digital transformation redefines operations within the hospitality sector. The study was done with a quantitative, cross-sectional research design where a structured questionnaire was given to 167 professionals working in hospitality related organizations in Jordan. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the received data. It has been established that social media has strong direct influence on the performance of the hospitality industry, and its influence seems to be better mediated by means of the use of digital technologies. It is worth mentioning that the digital integration proves to be a strong mediator that has contributed to the impact of social media on customer satisfaction, service quality, and operational efficiency. These findings highlight the strategic value of integrating digital technologies in the social media models in a bid to initiate sustainable performance gains. The study adds value to the literature in that it empirically proves the concept of digital integration as a dynamic capability, as well as introduces a model that can be applied to the development policy of the hospitality sector in emerging economies. It also provides valuable professional knowledge to managers and policymakers in the hospitality industry by indicating that they should invest in the infrastructural development of technology, digital solutions, and workforce skills to take full advantage of the potential of social media. Through digital innovations coupled with social media strategies, the hospitality organizations in the emerging economies such as Jordan will be in a position to leverage sustainable growth and competitive edge in the digital age.