Image of Jordan as a Tourist Destination as Perceived by Arab Tourists

Abstract

This study aims at understanding the tourist image of Jordan on one hand, and the Jordanian people as an integral part of the tourism product on the other hand, from the point of view of Arab tourists. A questionnaire composed of 19 statements about Jordan as a tourist destination, and 16 traits of the Jordanian people, was distributed among a sample of 186 Arab tourists during the period of June 2008- July 2008 at Jerash tourist site. The study concluded that the image of Jordan as a tourist destination and the Jordanian people is positively perceived by Arab tourists. It also revealed that the perceived image varies with some demographic and behavioral variables of the study sample. The study recommended the necessity of enhancing this positive image among Arab tourists on Jordan and the Jordanian people, and implementing systematic and integrated marketing programs to understand and satisfy the needs and wants of the Arab tourism market better than competitors, in order to maximize the tourism benefits for both tourists and Jordan as destination.