Abstract:Destination image has received significant attention in recent Western travel literature. However, developing and lesser-developed countries have less research attention devoted to them despite the fact image is a key factor in determining travel decisions. This study explored current visitor images of a Middle Eastern country, Jordan. On-site interviews with tourists indicated a fairly positive image of Jordan, with improvements possible in service related areas. Marketing and research implications are suggested.
Keywords: Image; Destination decisions; Middle EastArticle:
IntroductionThe concept of destination image has commanded tourism researcher attention for over 20 years, resulting in a rich body of literature. Crompton (1979, p. 18) offers an integrative definition of image as `the sum of beliefs, impressions, ideas, and perceptions that people hold of objects, behaviors, and events.' When travelers discover a country, both their general and tourist images may be impacted. This notion is particularly pertinent to the study of international destination image because tourism may offer the best and only opportunity for countries to correct misperceptions.Destination image is a `...critical factor' in destination choices (Bramwell & Rawding, 1996;Chon, 1991;Dann, 1996;Echtner & Ritchie, 1993;Gartner, 1993;Goodrich, 1978;Mayo, 1973). Thus, the identification, tracking, marketing, and management of image should be among the top priorities of tourist destinations as `images don't always reflect reality ' (Hunt, 1975, p. 2) and may deter potential tourists. In their study of foreign tour operators' image of the US, McClellan and Foushcee (1983) note that images of the US formed by tourists during their visit, which are then carried back home, have far more weight than any type of publicity effort by the US. Destination image research focuses on a few countries around the world (Calantone et al