​Our research is of great interest to a wide range of partners both in Jordan and globally. In Jordan, stakeholders such as tourism boards, hospitality businesses, eco-friendly hotels, and travel agencies are deeply invested in the shift toward sustainable tourism. These partners can leverage our research findings to better understand consumer behaviour and align their services with the growing demand for eco-conscious travel. Globally, our research appeals to international tourism organizations, sustainability advocates, environmental NGOs, and businesses looking to adopt green marketing strategies. By collaborating with our research group, partners can use valuable insights to shape policies, develop sustainable initiatives, and implement marketing campaigns that appeal to environmentally aware travellers. Together, we can create a more sustainable tourism industry that benefits both the economy and the planet.

Some institutions with which we could establish partnerships, and where we believe we can make a difference in sustainable tourism, are as follows:

1.   Jordan Tourism Board (JTB)

• Role: JTB is the key player in promoting Jordan as a top tourist destination. By working with them, we could gain access to valuable data on tourism trends and marketing strategies. This could also help us see how sustainability can be woven into the national tourism narrative.
• Potential Collaboration: Sharing our research on how consumers behave could help JTB design better marketing plans that highlight eco-friendly tourist spots, driving the focus on sustainable travel.

2.   Ministry of Tourism and Antiquities

• Role: This ministry oversees all things tourism-related in Jordan, including managing cultural and historical sites. Their decisions shape tourism policies, making them crucial in promoting sustainable development in the industry.
• Potential Collaboration: We could team up with the Ministry to offer policy suggestions that focus on sustainable tourism, backed by our consumer behavior research. Together, we can work on initiatives to improve the tourist experience while encouraging environmental responsibility.

3.   The Royal Society for the Conservation of Nature (RSCN)

• Role: RSCN is all about protecting Jordan's beautiful landscapes and ecosystems, many of which attract tourists. Their work is key to preserving nature for both locals and visitors.
• Potential Collaboration: Partnering with RSCN could help us promote ecotourism and raise awareness among tourists about Jordan's natural heritage. Our research on consumer behavior could help RSCN create better eco-friendly tourism options and educational programs.

4.   Jordanian Hospitality and Tourism Association (JHTA)

• Role: JHTA represents the people behind Jordan's hotels, restaurants, and other hospitality services. They play a big role in shaping how tourism works across the country.
• Potential Collaboration: By working with JHTA, we could study what tourists value when it comes to sustainability in the hospitality sector. This would help businesses adopt greener practices based on what customers want, improving service quality overall.

5.   Jordan Green Building Council (JordanGBC)

• Role: JordanGBC promotes sustainable building practices, which includes tourism facilities. They aim to reduce the environmental impact of buildings, making them a key player in creating sustainable infrastructure.
• Potential Collaboration: We could partner with JordanGBC to encourage hotels and tourism-related facilities to go green. With consumer insights, we could help boost the demand for sustainable accommodations.

6.   Chambers of Commerce and Tourism Development Corporations (e.g., ASEZA)

• Role: Organizations like ASEZA (Aqaba Special Economic Zone Authority) are involved in developing tourism in specific regions, balancing growth with sustainability.
• Potential Collaboration: Collaborating with ASEZA or similar bodies could allow us to explore how sustainable tourism practices are received in different areas. We could then tailor our research to reflect consumer preferences in these regions.

7.   Local Community Organizations and NGOs

• Role: Local NGOs and community organizations often focus on community-based tourism, which emphasizes sustainability and local involvement.
• Potential Collaboration: These groups could use our consumer behavior insights to refine their sustainable tourism offerings. We could help them by providing data that supports the development of more locally-driven and eco-friendly tourist activities.

8.   Bookagri

• Role: Bookagri is an initiative that promotes agritourism by connecting tourists with authentic farm experiences in Jordan. It aims to support local farmers while offering visitors a chance to experience rural life and sustainable agriculture.
• Potential Collaboration: Working with Bookagri could allow us to explore how agritourism fits into the broader scope of sustainable tourism. By studying consumer preferences, we could help them tailor experiences that appeal to eco-conscious travelers while supporting Jordan's rural communities and promoting sustainable farming practices.​