Abstract
Although the global tourism industry’s increasing growth in Jordan, the number of international tourists is reduces in giving rise to a widespread concern of their actual visit behavior. Jordan’s tourism industry is experiencing irregular tourist visit aggravated by either or any of the following reasons; high visit risk, little hotel service, bad image of the hotel service or international tourist’s dissatisfaction. Therefore, the present study aims to inspect the causal relationships between the antecedents of tourist satisfaction which are perceived risk, Jordan image and service climate. This study used a survey data of 500 international tourists who visited Jordan. Structural Equation Modeling (SEM) techniques (Amos 6.0) were used to evaluate the casual model. The findings of present study highlighted that the relationship between Jordan image and tourist satisfaction are significant and positive. In contrast, perceived risk and service climate yields insignificant impact on tourist satisfaction.
Highlights
The Jordan Tourism Board (JTB) has classified six main tourism services and is promoting Jordan as a ‘boutique’ destination, which means Jordan as a whole destination is compounded of different products with no specialisation in one segment
The public sector consists of the following bodies such as the Ministry of Tourism and Antiquities (Department of tourism and Antiquities), twelve visitor centres, the Royal Jordanian (RJ), Petra Regional Authority (PRA) and the Aqaba Special Economic Zone Authority (ASEZA)
Finding of this study indicate that there are 16 items remaining after Confirmatory Factor Analysis (CFA)
Summary
The Jordan Tourism Board (JTB) has classified six main tourism services and is promoting Jordan as a ‘boutique’ destination, which means Jordan as a whole destination is compounded of different products with no specialisation in one segment. These market segments include history and culture; religion and faith; leisure and wellness; ecology and nature; conferences and events and fun and adventure (JTB, 2005). Tourism becomes visible as a large major growing segment in the global economy. This industry could play a vital role in supporting a country’s trade performance. Governments have started establishing local organizations that are related to promoting their destination abroad (Faulkner, 1992)
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