Tracking Jordan Destination Image Using the Same Sample

Abstract

The aim of this paper is to track Jordan destination image using the same sample. The perceptions of tourists visiting Jordan on the pre-and post-visit images of Jordan were analysed. A total of 179 questionnaires were distributed by the assistance of tour guides who joined the tourists in their trip in Jordan. The distribution was accomplished into two stages for the same sample, in the first day of coming to Jordan, and in the last day of the trip during their way back to the airport. The results indicated that: (1) Petra, natural beauty, and the Dead Sea were among the first motivations for the tourists to visit Jordan; and (2) except for the price levels, the post-image was more positive than the pre-image of Jordan. Thus, the results reflect that Jordan is not promoted properly according to its actual performance. The study is an addition to the limited literature that tracked destination image using the same sample. It provided more understanding of the image of Jordan as a tourism destination.

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“…(2010) on perceived destination image and destination choice intention of university student travellers to Mauritius found that ISs have an influence on perceived destination image and destination choice intention. Another study by Aloudat and Rawashdeh (2013) regarding Jordan destination image found two types of destination image as organic (mental) and induced (initial) images and discussed that initial destination image is shaped from the information achieved via commercial sources such as advertising companies and travel agencies, and also demonstrated that formation of destination image is influenced by IS.…”