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.

Abstract

Tourism image is critical to the success of any destination, but few image studies to date have focused specifically on either Jordan or the UK and Sweden; furthermore, none has analysed the image of Jordan as a tourist destination in either the UK or Sweden or the influence of religious beliefs as a constituent of that image. The aim of this thesis, therefore, was to examine the image of Jordan as a tourist destination, as it exists in the British and Swedish markets, and to explore the influence of religious beliefs upon the formation of that image. The images of Jordan perceived by the British and Swedish publics were evaluated through quantitative primary research, including open-ended questions in two stages in the form of an organic/experiential questionnaire. In particular, it focussed on the effect of visitation on the image of Jordan held by British and Swedish tourists as well as the influence of religious beliefs as a constituent of that image. Nine hundred and ten questionnaires were filled and were valid for analysis ip both stages (496 Britons and 414 Swedes). The findings of the thesis showed a number of differences between British and Swedish organic and experiential images of Jordan as a tourism destination. From the marketing point of view, the results reveal a strong awareness of the Jordan destination brand. There was also a favourable attitude towards the brand 'Jordan' and most respondents showed good comprehension of the brand's attributes and values. It is encouraging that 65.5% could give a specific image of the country and less than 40% could name one of its unique attractions. Perceptions of Jordan were more positive in Britain than in Sweden. This would be due to the closer historical links between Jordan and Britain; however, a large majority of respondents in both countries rated Jordan highly in all the attributes in the survey. The results showed the influence of religious belief and practice on how Jordan is perceived by potential and actual British and Swedish tourists. Those who admitted higher levels of belief and practice were more likely to rate Jordan highly as a tourist destination across a range of attributes, including historical sites, religious sites, beaches, scenery, nightlife, tourist information, accommodation, quality of service, price levels, airport facilities, adventure and cleanliness. The results showed significant positive image modifications in terms of safety, people and atmosphere; whilst, they revealed other significant negative image modification towards beaches, cleanliness, tourist information, shopping and nightlife, which may have serious consequences in terms of repeat visits and word-of-mouth recommendations. Religion appears to be a more significant factor than the other cultural allegiances used as a control. The literature and primary research identified religious tourism as an important niche for future development. The findings of this thesis have contributed to the literature regarding Jordan's image and marketing a country as a tourism destination.