Abstract
The present study aimed at identifying the impact of the tourism promotion-mix elements – which are represented in advertisement, publicity, public relations, personal selling, and sales promotion - on the foreign tourists’ mental images of the Jordanian tourist destinations. Therefore, the sample of the present study was selected from Amman / Jordan and consisted from three hundred (300) foreign tourists. The tourism promotion-mix elements are considered independent variables and the foreign tourists’ mental images of the Jordanian tourist destinations are considered a dependant variable. Several statistical methods were used to test the study’s hypotheses and provide answers for the study’s question.It was concluded that the impacts of the tourism promotion-mix elements on the foreign tourists’ mental images of the Jordanian tourist destinations vary. For instance, advertisement is the most influential promotion-mix element on the foreign tourists’ mental images of the Jordanian tourist destinations. That is because it can interpret 47.4 % of the change that occur in the dependant variable. However, sales promotion is the least influential promotion-mix element on the foreign tourists’ mental images of the Jordanian tourist destinations. That is because it can interpret 29.1 % of the change that occur in the dependant variable. It was concluded that there are statistically significant differences between the extents of influence of the tourism promotion-mix elements on the foreign tourists’ mental images of the Jordanian tourist destinations which can be attributed to their nationality.The researchers of the present study suggested several recommendations that can participate in enhancing and developing the Jordanian tourism sector. They also recommended providing more attention and care to the promotional activities that are based on social networking sites.
Highlights
The World Trade Organization (WTO1) states - in its annual report of 2016 – that tourism involves several basic elements
It should be noted that the tourism promotion-mix elements - which are represented in advertisement, publicity, public relations, personal selling, and sales promotion - are considered very significant in attracting tourists and convincing them to visit the tourist attractions that possess requirements of tourist attraction
The present study aims at achieving the following: 1) Identifying the impact of the tourism promotion-mix elements – which are represented in advertisement, publicity, public relations, personal selling, and sales promotion - on the foreign tourists’ mental images of the Jordanian tourist destinations
Summary
The World Trade Organization (WTO1) states - in its annual report of 2016 – that tourism involves several basic elements. The latter nature arises from the movement of foreign currencies to the tourist destination through tourists In this context, it should be noted that the tourism promotion-mix elements - which are represented in advertisement, publicity, public relations, personal selling, and sales promotion - are considered very significant in attracting tourists and convincing them to visit the tourist attractions that possess requirements of tourist attraction. It should be noted that the tourism promotion-mix elements - which are represented in advertisement, publicity, public relations, personal selling, and sales promotion - are considered very significant in attracting tourists and convincing them to visit the tourist attractions that possess requirements of tourist attraction Such requirements may include: mountains, rivers, beaches, seas, lakes, waterfalls, suitable climate, snow, and cultural and religious landmarks. The present study aims at exploring and analysing the tourism promotion-mix elements and their impact on the foreign tourists’ images towards the Jordanian tourist destinations
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