Descripción de sector

- Image is critical to success of any destination, particularly as regards word-of-mouth recommendation and repeat visits.

- However, no research to date focused specifically on Jordan‟s image in the UK and Sweden.

Ch 3: Methodology

- Mainly a quantitative methodology including some open-ended questions to measure Jordan‟s tourism image as attribute-based and holistic images - Use of pre-/post-visitation

questionnaire to appraise image of Jordan held by British and Swedish tourists, specifically the effect of visitation on image and the importance of religious beliefs.

recommendations and repeat visits, is underscored. The definition of destination image will greatly influence its measurement; consequently, this receives considerable attention. Reference is also made in this chapter to the process of image formation and the „agents‟ which can affect this procedure. Finally, the influence of tourists‟ religious beliefs upon tourists‟ image of a destination is discussed.

1.9.2 Chapter 3: Research methodology

The first and third objectives (section 1.5 above) are substantially addressed in chapters 2 and 3 of this thesis. However, the lack of literature about Jordan‟s destination image, as well as the importance of religious beliefs as a constituent of that image, required primary research in order to fulfil objectives 2 and 4. The importance of destination image highlights the need to develop appropriate methods for measuring the concept. In chapter 3, the two key research philosophies (positivism and phenomenology), as the specific methodologies employed by destination image researchers, are presented. The approach adopted for this study, which incorporated quantitative methods and employed a pre-/post-visitation questionnaire is outlined, and the implementation and analysis of the questionnaire is discussed. The limitations of the research are also listed. The information provided by the questionnaire is used to evaluate the image of Jordan as a tourism destination in the UK and Sweden, as well as the importance of religious beliefs and commitment to religion as a component of that image.

1.9.3 Chapter 4: Marketing Jordan as a tourism destination

This chapter sets the ground for a historical development of tourism in Jordan and its economic impact from 1921 until 2009, the structure of tourism in Jordan and the Jordan tourism product. The chapter also highlights Jordan‟s national tourism strategy 2004-2010, marketing and projected images of Jordan by the Jordan Tourism Board, marketing Jordan as a holiday destination in the British and Swedish markets, the Jordan Tourism Board‟s promotional approach and the new tourism brand „Jordan‟.

1.9.4 Chapter 5: Organic images of Jordan

The findings from the pre-visitation questionnaire are presented in Chapter 5. Results are centred on four main areas; namely, the importance of certain attributes for British and Swedish tourists when choosing a holiday destination; Jordan‟s expected performance with respect to these attributes; and the measurement of Jordan‟s image

along with attribute/holistic, functional/psychological and common/unique

continuums; and the significance of religious beliefs and religious sites commitment to religion as a constituent of Jordan‟s image in Britain and Sweden.

1.9.5 Chapter 6: Experiential images of Jordan

The findings from the post-visitation questionnaire are presented in chapter 6 and reference is made to chapter 5. The results concentrate on how Jordan was actually performing in terms of certain attributes; whether images are modified as a result of the travel experience; and the role of religious belief and religious sites for both British and Swedish visitors to Jordan.

1.9.6 Chapter 7: Summary and conclusions of the research

In chapter 7, the research objectives presented in chapter 1 are revisited and the relevant research findings discussed. Major findings of the thesis are summarised, conclusions are drawn and recommendations are made. Finally, a brief evaluation of the theoretical, methodological and analytical approaches is outlined.

1.10

Contribution of the research

This study will add to the existing knowledge of tourist images and the influence of religious belief or religiosity upon tourists‟ images of a destination in a cross-cultural context. This thesis provides new research on religiosity impacts upon destination

image and destination selection not previously investigated.

Very few destination image studies to date have focused on personal and situational factors influencing destination image. None has analysed Jordan‟s image as a tourism destination in Britain or Sweden or the importance of religious beliefs as a constituent

of that image. Only one study has explored the experiential image of Jordan (Schneider and Sönmez 1999).

Not only will the Jordan Tourism Board (JTB) and the Jordanian Ministry of Tourism (MOTA) benefit from this study but also academia in Jordan and in the world, especially in the field of tourism, will get advantage from the research results. This thesis will contribute to the existing literature on tourism destination image as well as the impact of personal factors such as religious belief upon destination image.

The influence of tourists‟ religious beliefs upon their image of a destination is a new topic in image research and literature. Another contribution is that researchers have rarely adopted the methodology this thesis employed in research on the destination image of Jordan, as held by British and Swedish potential and actual tourists, in the form of pre- and post-visitation surveys.

Another contribution to knowledge is that the researcher has developed a model of the interplay between motivation and destination image as shown in Figure 2.6, section 2.8 of chapter 2. Motivation to travel and the choice of destination are the two ends of the continuum and image is the interplay and the influence between the two. Motivation influences image and then image impacts upon destination selection. Image influences the attitudes of tourists towards the destination based on its attributes (appeal and resources), which then results in a decision to visit or not visit the destination. Motivation and image impact on tourists‟ future behaviour in terms of repeat visit and recommendations (intention to revisit and to recommend).

Finally, the researcher reviewed 55 articles on destination image measurement from 1997 to 2010 and found that scenery and natural beauty, local people, historical and cultural attractions, good climate and safety were the most considered attributes by tourists (Table 2.2, section 2.5 of chapter 2).

1.11

Conclusion

This thesis is an attempt to assess the image of Jordan in the British and Swedish markets and the implications for marketing the country as a tourism destination. This chapter highlighted the background of this research, the research problem, research

objectives, and the methodology used to reach the research objectives. Definitions employed are presented, the thesis‟s contribution to knowledge was addressed, and the structure of the thesis with a brief summary of each of its seven chapters is detailed. The literature review will address the research problem and the gaps that are the focus of the primary research. This thesis will contribute to the existing literature of destination images in terms of methodology, the influence of religious belief upon tourists‟ destination image and destination selection and it will fill the gap in literature about the destination image of Jordan that, until now, has been lacking. The next chapter sets the theoretical background of destination image in terms of its importance in tourists‟ holiday decision-making process, different theories of image formation process, travel motivation and the influence of religious belief upon destination image

An evaluation of the image of the Hashemite Kingdom of Jordan in the British and Swedish markets and the implications for marketing the country as a tourism destination Bournemouth University, United Kingdom, 2009