The Impact of the Tourism Promotion-Mix Elements on the Foreign Tourists’ Mental Images of the Jordanian Tourist Destinations (A Field Study)

Hameed Aldebi and Noreyah Aljboory

International Business Research, 2018, vol. 11, issue 1, 74-86

Abstract: The present study aimed at identifying the impact of the tourism promotion-mix elements – which are represented in advertisement, publicity, public relations, personal selling, and sales promotion - on the foreign tourists’ mental images of the Jordanian tourist destinations. Therefore, the sample of the present study was selected from Amman / Jordan and consisted from three hundred (300) foreign tourists. The tourism promotion-mix elements are considered independent variables and the foreign tourists’ mental images of the Jordanian tourist destinations are considered a dependant variable. Several statistical methods were used to test the study’s hypotheses and provide answers for the study’s question. It was concluded that the impacts of the tourism promotion-mix elements on the foreign tourists’ mental images of the Jordanian tourist destinations vary. For instance, advertisement is the most influential promotion-mix element on the foreign tourists’ mental images of the Jordanian tourist destinations. That is because it can interpret 47.4 % of the change that occur in the dependant variable. However, sales promotion is the least influential promotion-mix element on the foreign tourists’ mental images of the Jordanian tourist destinations. That is because it can interpret 29.1 % of the change that occur in the dependant variable. It was concluded that there are statistically significant differences between the extents of influence of the tourism promotion-mix elements on the foreign tourists’ mental images of the Jordanian tourist destinations which can be attributed to their nationality. The researchers of the present study suggested several recommendations that can participate in enhancing and developing the Jordanian tourism sector. They also recommended providing more attention and care to the promotional activities that are based on social networking sites.

Keywords: The tourism promotion-mix elements; tourist destinations; mental image; Jordan (search for similar items in EconPapers)
Date: 2018
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