More than any other branch, tourism is the embodiment of internationalization par excellence. Not only is the supply and demand side internationalized, but at least in an international context, an essential feature of the service is that it is created in cross-border cooperation. Based primarily on a qualitative-empirical study, this article attempts to offer insights into the ongoing internationalization processes of small and medium-sized tourism companies in Jordan. In this context, not only are core conceptual approaches to the internationalization of company activities explored, but also the extent to which they mirror the internationalization processes under investigation. The study is particularly relevant due to the complex and far-reaching implications of the so-called Arab Spring, which repeatedly torpedoed the internationalization ambitions of those involved and thus imposed a continuous state of crisis on a number of internationalization processes.

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