DOI 10.5281/zenodo.7451025 884 | V17.I12 IMPACT OF PRIVACY ON THE MARKETING PERFORMANCE JASSIM AHMAD AL-GASAWNEH 1 , KHALID N. ALZUBI 2 , MOHAMMAD HASAN 3 , JAMAL M.M. JOUDEH 4 , ALAEDDIN MOHAMMAD KHALAF AHMAD 5 and ABDUL HAFAZ NGAH 6 1 Marketing Department, Applied Science Private University, Amman, Jordan. Email: j_algasawneh@asu.edu.jo, 0000-0002-5883-5620 2 Department of Management Information Systems- Faculty of Business -Al-Balqa Applied University, Jordan. Email: khalid.zoubai@bau.edu.jo 3 Marketing Department, Applied Science Private University, Amman, Jordan. Email: mohammad.siffarini@gmail.com, 4 Marketing Department, Applied Science Private University, Amman, Jordan. Email: jamaljoudeh@asu.edu.jo , 0000-0003-2746-2160 5 Department of Marketing and Social Media, Prince Sumaya University for Technology, Amman, Jordan. Email: a.ahmed@psut.edu.jo 6 Faculty of Business, Economy and Social Development, University Malaysia Terengganu, Kuala Terengganu, Malaysia. Email: hafaz.ngah@umt.edu.my Abstract Hotel sector is encountering a significant number of challenges, especially in terms of marketing performance and customer perception. It is thus crucial that hotel managers consider guest satisfaction when implementing strategies for enhancing product promotion, brand value and marketing performance. Given these considerations, the present paper investigated how marketing performance was influenced by privacy. A sample of managers from Jordanian hotels was used for data collection, with Smart Partial Least Squares being employed for the analysis of the 250 responses received. Based on the findings, marketing performance was favourably influenced by privacy. Hotels and the digital marketing agencies can use such findings to develop a marketing performance and the digital strategies targeting consumers. INTRODUCTION Hospitality as a concept is associated with warmth and respect. In some cases, it can even be associated with safety and protection. What is more, hospitality can generate cultural appreciation and understanding (Sharar & Yousef, 2018). Statistics show that Jordan had a population of approximately 9.5million in 2018, which is relatively small. The country shares a border with Israel, Saudi Arabia and Iraq, and is home to various natural resources. Tourism is one of the most important industries in the country, with hoteliers having made a significant contribution of 10%-14% to the national gross domestic product over the last ten years. What is more, this industry employs the most individuals in the private sector and is the second- highest industry bringing in foreign currency (Muhtaseb & Daoud, 2018). Unlike their neighboring countries, Jordan is heavily dependent on external sources for meeting its energy requirements. Moreover, Alshourah et al. (2018) describe the country as being small and