International Tourists Satisfaction: Case of Jordan

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.