Measuring Tourists' Satisfaction and Loyalty: A Perception Approach

ABSTRACT

The purpose of this study was to measure tourist satisfaction with the services at two tourist sites in Jordan (the Citadel and Jerash), analyze their characteristics, identify the sources of information tourists used, and categorize their reasons for visiting and the transportation methods they used. Out of 300 questionnaires, 276 were analyzed. The results revealed that the majority of respondents were female, married, and 35 years or older; a majority had a high level of education and, most typically, visited the sites in groups of two or more. Also, the majority of the questionnaire respondents were first-time visitors, and they usually did not bring children in their group. Printable sources such as newspapers and books were most commonly used to acquire information about Jordan. Most respondents reported being unsatisfied with the overall experience of on-site services; tourists were less satisfied with cleanliness, restrooms, souvenirs, and lighting.

KEYWORDS:

• The Citadel
• Jerash
• Jordan
• tourism satisfaction

Additional information

Notes on contributors

Ismaiel Abuamoud

Ismaiel Abuamoud is a tourism economist with teaching, consulting, and research experience in economic development and tourism studies. Abuamoud graduated from New Mexico State University (NMSU) with a doctorate degree in economic development in 2011, and is currently assistant professor at the University of Jordan.

Amal Ibrahim

Amal Ibrahim is specialized in education and has teaching and research experience. Ibrahim graduated from New Mexico State University (NMSU) with a doctorate in special education in 2015, and is currently assistant professor at the University of Jordan.

Ramzi Mahmoud Alrousan

Ramzi Mahmoud Alrousan is assistant professor in tourism development and planning, Department of Sustainable Tourism (DST), Queen Rania Institute of Tourism and Heritage (QRITH), The Hashemite University.