Ahmad Salih Alnaser
Jordan is one of the most ancient Arab civilizations, with a stable identity. To sustain this identity, Madaba-Jordan is a prominent name due to its famous handicraft works. However, due to the Covid-19 outbreak, the decreased tourism has also affected handicraft sales, leading to declined economic opportunities. This article attempted to investigate the potential strategies to resume handcraft sales to benefit both the local artists and the Jordanian Government. We executed a cross-sectional study design and selected a sample of n=422 mosaic customers. Findings obtained from the Structural Equation Modelling indicated a robust and significant relationship between the components of the Marketing Intelligence, and self-congruity (p ≥ 0.000), category involvement (p ≥ 0.000), and brand engagement (p ≥ 0.000). These results highlight that if the Jordanian mosaic industry focuses more on developing Marketing Intelligence, it will benefit both the handicraft workers and the local government. These benefits will be three-way, ensuring a sustained development opportunity for both involved parties. Thus, this project recommends more studies on the relevant topic, and for this purpose, a qualitative interview-based investigation directly from the workers will bring out even more significant outcomes.