Factors Affecting Tourists Satisfaction of Jordan as a Tourism Destination

Abstract

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 cooperation 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.