Assessing the relationship between tourism marketing mix, tourism quality standards and image on statisfaction and loyalty in Jordan curative tourism

Assessing the relationship between tourism marketing mix, tourism quality standards and image on statisfaction and loyalty in Jordan curative tourism

Curative tourism is a unique type of tourism that offers various therapeutic properties for healing diseases and maintaining health. In Jordan, this sector contributes significantly towards the country’s GDP. This study was conducted to accomplish five objectives; to examine which of the marketin...

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Main Author: Alqurneh, Majed Issa Mohammad
Format: Thesis
Language:eng
eng
Published: 2013
Subjects:
G154.9-155.8 Travel and state
Tourism
Online Access:https://etd.uum.edu.my/5170/1/s91166.pdf
https://etd.uum.edu.my/5170/2/s91166_abstract.pdf
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id my-uum-etd.5170
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Mohd Isa, Filzah
Othman, Abdul Rahim
topic G154.9-155.8 Travel and state
Tourism
spellingShingle G154.9-155.8 Travel and state
Tourism
Alqurneh, Majed Issa Mohammad
Assessing the relationship between tourism marketing mix, tourism quality standards and image on statisfaction and loyalty in Jordan curative tourism
description Curative tourism is a unique type of tourism that offers various therapeutic properties for healing diseases and maintaining health. In Jordan, this sector contributes significantly towards the country’s GDP. This study was conducted to accomplish five objectives; to examine which of the marketing mix components has more impact on tourist satisfaction and loyalty in destination curative tourism, to examine which of the quality standards components has more impact on tourist satisfaction and loyalty in destination curative tourism, to examine which of the destination image components has more impact on tourist satisfaction and loyalty in destination curative tourism, to examine the relationship between tourist satisfaction and tourist loyalty in destination curative tourism, and to examine tourist satisfaction mediating effect on marketing mix, quality standards, and image and destination loyalty. The research framework was based on Oliver’s Theory of Loyalty and was developed to study curative tourism customer satisfaction and loyalty in Jordan. Questionnaires were distributed to 950 local and international tourists at four tourist attraction sites, i.e. AlHemmah (North), Dead Sea (Central), Ma’in (East), and Afra (South). Out of 950 questionnaires, 690 were collected (representing a 73% response rate). Exploratory factor analysis was applied to validate the construct, and all hypotheses were tested through multiple regression. Twenty-two of 30 sub-hypotheses were supported revealing that tourist satisfaction in curative tourism partially mediates place, safety and security, travel environment, price and value, and natural attraction, whereas tourist satisfaction fully mediates harmony. The study contributed to the literature by revealing that tourist satisfaction mediates the relationships between tourism marketing mix, quality standards, and destination image, and destination loyalty. Additionally, tourist satisfaction also is positively linked to tourist loyalty towards curative tourism in Jordan
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Alqurneh, Majed Issa Mohammad
author_facet Alqurneh, Majed Issa Mohammad
author_sort Alqurneh, Majed Issa Mohammad
title Assessing the relationship between tourism marketing mix, tourism quality standards and image on statisfaction and loyalty in Jordan curative tourism
title_short Assessing the relationship between tourism marketing mix, tourism quality standards and image on statisfaction and loyalty in Jordan curative tourism
title_full Assessing the relationship between tourism marketing mix, tourism quality standards and image on statisfaction and loyalty in Jordan curative tourism
title_fullStr Assessing the relationship between tourism marketing mix, tourism quality standards and image on statisfaction and loyalty in Jordan curative tourism
title_full_unstemmed Assessing the relationship between tourism marketing mix, tourism quality standards and image on statisfaction and loyalty in Jordan curative tourism
title_sort assessing the relationship between tourism marketing mix, tourism quality standards and image on statisfaction and loyalty in jordan curative tourism
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2013
url https://etd.uum.edu.my/5170/1/s91166.pdf
https://etd.uum.edu.my/5170/2/s91166_abstract.pdf
_version_ 1747827876553555968
spelling my-uum-etd.51702022-04-10T02:40:29Z Assessing the relationship between tourism marketing mix, tourism quality standards and image on statisfaction and loyalty in Jordan curative tourism 2013 Alqurneh, Majed Issa Mohammad Mohd Isa, Filzah Othman, Abdul Rahim Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business G154.9-155.8 Travel and state. Tourism Curative tourism is a unique type of tourism that offers various therapeutic properties for healing diseases and maintaining health. In Jordan, this sector contributes significantly towards the country’s GDP. This study was conducted to accomplish five objectives; to examine which of the marketing mix components has more impact on tourist satisfaction and loyalty in destination curative tourism, to examine which of the quality standards components has more impact on tourist satisfaction and loyalty in destination curative tourism, to examine which of the destination image components has more impact on tourist satisfaction and loyalty in destination curative tourism, to examine the relationship between tourist satisfaction and tourist loyalty in destination curative tourism, and to examine tourist satisfaction mediating effect on marketing mix, quality standards, and image and destination loyalty. The research framework was based on Oliver’s Theory of Loyalty and was developed to study curative tourism customer satisfaction and loyalty in Jordan. Questionnaires were distributed to 950 local and international tourists at four tourist attraction sites, i.e. AlHemmah (North), Dead Sea (Central), Ma’in (East), and Afra (South). Out of 950 questionnaires, 690 were collected (representing a 73% response rate). Exploratory factor analysis was applied to validate the construct, and all hypotheses were tested through multiple regression. Twenty-two of 30 sub-hypotheses were supported revealing that tourist satisfaction in curative tourism partially mediates place, safety and security, travel environment, price and value, and natural attraction, whereas tourist satisfaction fully mediates harmony. The study contributed to the literature by revealing that tourist satisfaction mediates the relationships between tourism marketing mix, quality standards, and destination image, and destination loyalty. Additionally, tourist satisfaction also is positively linked to tourist loyalty towards curative tourism in Jordan 2013 Thesis https://etd.uum.edu.my/5170/ https://etd.uum.edu.my/5170/1/s91166.pdf text eng public https://etd.uum.edu.my/5170/2/s91166_abstract.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Addmour, H. & Ayish, H. (2005). "The influence of marketing service mixed for five star hotels in Jordan on the image that is perceived by tourist comparative study." Jordan University Journal 1, 143-156. Adenike, A. (2011). "Organizational climate as a predictor of employee job satisfaction: Evidence from covenant university." Business Intelligence Journal 4 (1), 151-165. Ahmed, Z. (1996). "The need for the identification of the constituents of a destination’s tourism image: A promotion segmentation perspective." Journal of Professional Services Marketing 51 (2), 44-57. Ajzen, I. & Fishbein, M. (1980). 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