Evaluation of visitor management and its impact on visitor experience and satisfaction at archaeological sites in Jordan (Case study: Jerash)

Abstract

This study aims to assess visitor management at the Jerash archaeological site in Jordan. It also sheds light on their approaches in guiding and managing visitors at the site, and to discover the effectiveness of adopting indirect approaches (soft strategies) by comparison to using direct approaches (hard strategies). This study examines the effects of visitor management practices on the level of experience quality for visitors, as well as on their satisfaction. The primary data has been obtained from various tools, mainly a survey questionnaire. The study has used descriptive analysis and linear regression. Moreover, the researcher has used site observation to assists in supporting, or refuting, the findings. The study has revealed an effect of visitor management on the visitor quality of experience and visitor satisfaction. The study has come up with many recommendations that will improve the effectiveness of visitor management at the Jerash site.