حماية الهوية الثقافية للعاملين في الميدان السياحي في ظل العصر الرقمي: دراسة ميدانية على طلبة جامعة البلقاء

Abstract EN

At the beginning of the 21st century, the world shifted into a digital age with the development of emerging technologies, allowing individuals to access huge amounts of information through multiple digital means.

in this context, communication and interaction processes have become easier among students through the use of digital technologies.

however, students face some challenges in examining this wealth of information and distinguishing between facts and fake news.

in this way, the current study highlights the importance of identifying reasons for cultural identity weakness among hotel and tourism science students at al-Balqa university in facing the challenges of the digital age.

using the descriptive approach, the questionnaire was applied to a random sample of 109 hotel and tourism science students.

findings showed the difficulty of effective communication between tourists and tourism employees due to different languages and dialects.

the results also revealed employees bias toward other cultures at their original identity expenses.

as such, the findings emphasized the importance of providing support to tourists to practice their religious rituals safely while respecting cultural customs and traditions.

moreover, this paper recommends encouraging both employees and tourists to preserve and exchange the original cultural identity through digital media and to follow the principles of e-tourism marketing.