Image of Jordan as a tourist destination as perceived by Spanish tourists

Abstract EN

Although.

Jordan has been home to the world's greatest civilizations, the Kingdom still faces a problem of identifying and promoting a tourist image that displays its special identity and unique features.

The main purpose of the study is to determine the images perceived by Spanish tourists visiting Jordan.

A questionnaire was developed and administered among 178 Spanish tourists visiting Jordan during the period from March 2010 to February 2011.It focuses on the elements contributing to destination image development for both the people of Jordan as well as Jordan as a tourist destination.

Spanish tourists positively evaluate Jordan and the Jordanian people and recommend the country as a tourist destination to then: friends.

Age and average length of stay influence their perceptions and cognitions of destination attributes.

From a practical standpoint, this study provides inq)ortant implications for strategic image management and development efforts.

Jordan should find ways to better influence the different age groups with different ALS periods.