MEASURING HOLIDAY SATISFACTION OF AMERICAN TOURISTS VISITING THE DEAD SEA IN JORDAN

Abstract

This article is written in the context of the tourism industry. The research purpose is to examine the satisfaction of tourism in terms of different factors related to the destination. The Dead Sea of Jordan was selected as the destination and American tourists were the study participants. Three factors related to the destination services were used for determining the satisfaction level of American tourists. The three factors include services related to accommodation, facilities at destination and services related to the travel agency. Further, the elements of these factors help in evaluating the satisfaction level of American tourists. The data was collected with the designed questionnaire distributed among American tourists by different travel agencies. The data gathered was analyzed using SPSS, which includes distribution of frequency, analysis of regression, t-test and analysis of factors. The findings of the research showed that elements related to the services of accommodation, services of travel agency and facilities at the Dead Sea were the strongest predictor of the satisfaction level of American tourists in Jordan. The scores of the mean for these three factors and their elements were above the neutral (unbiased) point. These statistical results confirm that American tourists were highly satisfied with their vacation at the Dead Sea, in terms of services provided and facilities available at the Dead Sea in Jordan. This paper provides insights about increasing the satisfaction level of tourists. It assists the tourism and hospitality market to increase the satisfaction level of tourists by focusing on the three mentioned factors in the paper.

Keywords

• American Tourists
• Tourist Perception
• Jordan
• Dead Sea
• Tourist Satisfaction