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Marketing of a destination: Jordan as a case study

Alhroot, Abdel-Hafiz Hussein Jaddou (2007) Marketing of a destination: Jordan as a case study. Doctoral thesis, University of Huddersfield.

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    Abstract

    This study investigates the internal and external environmental factors that affect
    destination marketing in Jordan and the use of the destination marketing concept by
    tourism companies in Jordan. Furthermore, special emphasis is placed on investigating
    and identifying the existing relationship between the internal and external factors in
    destination marketing by pinpointing the factors being used by tourism companies and
    those factors that contribute to the attraction of tourists to Jordan. The empirical
    research to support the study uses survey methods to develop and test the critical
    factors of a destination marketing success model that can be used to market and
    promote Jordan, regionally and globally, as a preferred tourism destination area.
    A number of hypotheses were formulated to realise the objectives of the study. In the
    formulation of the research hypotheses, the researcher was guided by a deductive
    method regarding the groups of tourist destination attitudes and practices of marketing
    with consistency of questionnaire responses in comparison with available literature on
    the subject. Eight hypotheses covered the following aspects: tourists’ satisfaction,
    quality, product, accessibility, people, price, promotion and physical evidence. The
    results were quantitatively analysed by using SPSS. Review of previous research on
    critical factors of success, tactical management, destination tactical management and
    destination competitiveness models was undertaken in an endeavour to find a
    framework for the development of critical factors of the destination marketing success
    model that can be used for the identification and integration of critical factors of
    success.
    The findings indicate that respondents rated all the factors of service quality listed as
    critical. Most of the respondents felt that, in order to please the global tourists, the
    experience must be safe, secure, comfortable and relaxing. Also, the quality of
    capability, accommodation, access to natural areas, tour guides, tourist information,
    transportation, financial and communication institutions were factors regarded as
    contributors to tourist satisfaction. It was also revealed that the most critical factors of
    product of destination marketing development were improving the tourism products,
    identifying and exploring new opportunities and upgrading visitor services and
    facilities.

    The proposed destination marketing model was developed and tested in the Jordan
    context and proved to be operational. A number of recommendations were made in
    terms of safety and security management, destination product marketing development,
    accessibility systems, people development and dependable management. This study
    contributes to the field of tourism through testing a destination marketing success
    model that can be applied to global destinations.

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    Item Type: Thesis (Doctoral)
    Additional Information: © Abdel-Hafiz Hussein Jaddou Alhroot 2007
    Uncontrolled Keywords: Jordan tourism destination marketing
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    Schools: The Business School
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    Depositing User: Briony Heyhoe
    Date Deposited: 20 Dec 2007
    Last Modified: 28 Jul 2010 19:20
    URI: http://eprints.hud.ac.uk/id/eprint/283

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