أثر عناصر المزيج التسويقي الخدمي لفنادق الخمس نجوم في الأردن على الصورة المدركة من قبل السياح : دراسة مقارنة

الملخص EN

This study aims at analyzing the impact of the mixed marketing, servicing and touristic elements on the perceived image by the tourists by carrying out a comparative study for the Arab and non-Arab tourists accommodated in the five stars hotels located within the area of the Greater Amman Municipality.

Furthermore, it aims at investigating the effect of some of the demographic characteristics (i.e., sex, age, academic qualification, profession, monthly income and nationality) on the realized image.

However, the study has arrived at several conclusions, that are mainly as follows: 1.

Both of the samples of the study are satisfied (the Arab and non-Arab tourists accommodated within the area of the Amman Greater Municipality) in general, regarding the hotel services rendered to them.

2.

The availability of a relationship between the elements of the mix of marketing and servicing jointly (the quality of the service, price, distribution, promotion, physical environment, the staffs and the operation of rendering the service) and the perceived image by the Arab and non-Arab tourists accommodated at the five star hotels located within the area of the Greater Amman Municipality.

As for the impact of the demographic characteristics, the study has concluded the non-availability of differences in the realized image due to (sex, academic qualification, monthly income and profession); while differences in the realized image exist due to age and nationality.

Some recommendations are suggested to decision makers.