Fahed S. Khatib Rami O. Al-Ali


This study aimed to examine the factors affecting tourist’s satisfaction of Jordan as a tourism destination. A Convenience sample of 500 tourists was selected from those who visited different Jordanian places. They asked to answer a set-scale questionnaire that measure tourist expectation and his/her perception toward destination image, emotional involvement, perceived outcome, self image and his satisfaction. Findings of the study indicated that Perceived outcomes, Jordan image and the emotional involvement had a significant impact on the tourists’satisfaction/ dissatisfaction. While self image, and perceived expectations had no influence. Furthermore, findings indicated that tourist’s satisfaction levels do not change according to gender, martial status, and education levels. But with different nationalities, ages, and monthly income the tourists had different level of satisfaction. Finally, many recommendations were recommended as follows: 1- Giving more attention to the Gulf of Aqaba and Dead Sea beaches and work on developing suitable protection and maintenance programs. 2 - Focusing on the development of promotional programs which aim to inform tourist about different festivals in Jordan. Also, spreading the festivals to all seasons of the year. 3- Increasing co-operation between tourism organizations in Jordan and other Arab countries in order to develop a good package of tourism programs at competitive prices. 4- Focusing on exploring new Foreign and Arab markets to attract tourists to visit Jordan.


Metrics Loading ...



self image
tourist destination image

• AL-Hajj Deeb, M., (1990), ‘’Tourism marketing in Jordan (incoming tourism; reality and development)’’ Unpublished Master Thesis, University of Jordan, Jordan.
• AL-Hammad, F., (2000) ‘’Factors influencing Tourism marketing of Jordan Badia (North and middle)’’ Unpublished Master Thesis, University of Jordan, Jordan.
• AL-Hamoud, S., (1996) ‘’Tourism and its effects on maintaining the architectural and cultural heritage in Petra Area.’’ Unpublished Master Thesis, University of Jordan, Jordan.
• Al- Rabadi, A., (1996) ‘’Tourism and leisure movement in Madaba Governorate and promoting same.’’ Unpublished Master Thesis, University of Jordan, Jordan.
• Andrews, J. Durvasula, S. and Akhter, S. (1990) ‘’A Framework for Conceptualizing and Measuring the involvement Construct in Advertising Research ‘’. Journal of Advertising, 19 (4). 27- 40.
• Chengcheng, Z. (2006) ‘’New Zealand Destination image and The Chinese Outbound Market:A comparative study between The Beijing (north) and Auckland University of Technology,’’ Journal of Marketing Research.vol.6.NO1. 330-345.
• Chon, K. (1990 b)’’A Proposed Model of Tourist Destination Choice and Satisfaction/
• Dissatisfaction.’’ Journal of Marketing Research, 29-42. Chon, K. (1990 d) ‘’The Role of Destination Image in Tourism Review and Discussion’‘The Tourist Review, 45 (2), 2-9.
• Chon, K. (1990 e) ‘’ Traveler Destination Modification Process and its Marketing Implication’’. The Academy of Marketing Science, Vol 8, 480-482.
• Churchill, A and Surprenant, C. (1982).’’An Investigation into the Determinants of Customer Satisfaction.’’ Journal of Marketing Research, Vol 8, 491-504.
• Costly, C. (1988) ‘’Meta Analysis of involvement research.’’ Advances in Consumer Research. 15. 554-562.
• Clawson, M. and Knetch, J. (1981) ‘’Economic of outdoor Recreation’’, Baltimore: John Hopkins University Press.
• Crompton, J (1979) ‘’ motivation for pleasure vacation’’ Annuals of Tourism Research. (8) 4. 550-568.
• Dichter E. (1985) ‘’ What is in an image?’’ Journal of Consumer Marketing. 2(1) 75-81.
• Echtner, C. and Ritchie, J., (2003) ‘’ The Meaning and Measurement of Destination image.’’ Journal of Tourism Studies.Vol.14 No.1 MAY.
• Feijo, S. Caro, A. and Quintana, D., (2000) “ Consumer Satisfaction: Explanatory Models.” Scientific Paper. Academy of marketing Science.1-15.
• Hair, R. Tatham, R. and Black, W., (1998) ‘’Multivariate Data Analysis.’’ Upper Saddle River, NJ: Prentice-Hall.
• Hawkins, D. Best, R. and Coney, A., (2001) ‘’Consumer Behavior, Building Marketing Strategy,’’ Mc Graw- Hill, Higher Education.
• Hunt, H., (1977) ‘’Consumer Satisfaction / Dissatisfaction: Overview and Future Research Directions in H.K.’’: Marketing Science Institute. Ignacio, A. Hector, M. and Collado, J., (2004) ‘’ the Role of Expectations in the Consumer Satisfaction Formation Process: Empirical Evidence in the Travel Agency Sector.’’ Tourism Management, 27, 410- 419.
• Kim, J. and Richardson, L., (2003)’’ Motion Pictures Impacts on Destination images’’ Annuals of Tourism Research.30 (1), 216-237.
• Kotler, P., (1994) ‘’ Marketing Management Analysis Planning,Implantation and Control.’’ Prentice Hall. 9th New Jersey.
• Kotler, P. and Keller, K., (2003) Marketing Management. Twelfth Ed. Prentice Hall.
• Leary. S. and Deegan. J., (2005) ‘’Irelands Image as a Tourism Destination in France: Attribute Importance and Performance.’’ Journal of Travel Research. Vol.43.247-256.
• Lumsdon,L.,(1992)’’Marketing for Tourism Case Study Assighnments. ‘’1 Th Macmillan an Education LTD, England.
• Mayo, J. and Jarves, L., (1981) ‘’ The Psychology of Leisure Travels.’’ CBI Publishing, Boston.
• Oliver, R. (1997) ‘’ Satisfaction: a behavioral perspective on the consumer.’’ New York: McGraw-Hill.
• Sheldon, A. (1989), ‘’ A Theoretical Approach for Tourist Satisfaction and Its Application’’. Hotel and Tourism Management Review, 2 (February), 83-96.
• Sekaran, U., (2004), ‘’Research Methods for Business: A Skill Building Approach.’’ 4 Th Ed, New Jersay Wiley Student Editions.
• Sirgy, M., (1985) ‘’ Self image / Product Image Congruity and Consumer Decision Making.’’Journal of Consumer Research. 1-7.
• Sirgy, M., (1990 a) ‘’ Self Image Congruence as a Model of Consumer Attitude Formation and Behavior.’’ Academy of Marketing Science 1-7.
• Sirgy, M., (1992 b),’’Self Concept in Consumer Behavior: A Critical Review.’’Journal of Consumer Research, 300-287.
• Smith, J., (2007)’’ Involvement Theory.’’ Journal of Consumer Research, Vol (4), 1-9.
• Tse, D. and Wilton P., (1988) ‘’Models of Consumer Satisfaction Formation: An Extension.’’Journal of Marketing Research. Vol (8), 204- 212.
• William, P. (2005) ‘’ Customer Value and Tourism Satisfaction: A Multidimensional Perspective.’’ Marketing Science, 129-136.
• Woodside, A.and Ronkainen,I.,(1989)’’ Consumer Mental Categorization in Travel Destination Decision Making.’’ Proceeding of Travel and Tourism Research Association Annual Conference. 243-247.
• Hyper Links References:
• HTML 1: World Tourism Organization, 2007. Available at: http:// www. World Tourism Organization.com
• HTML 2: Scientific Articles available at:
http:// www.ebsco/ .com
http: // www. science direct. Com
How to Cite
Khatib, Fahed S., and Rami O. Al-Ali. 2011. “Factors Affecting Tourists Satisfaction of Jordan As a Tourism Destination”. Studies in Business and Economics 16 (1). https://doi.org/10.29117/sbe.2011.0062.