The influence of perception of risks of international tourists' visiting Jordan and their future behaviour intention
Tourism caters to those who are looking for adventure and discovering new places. The development of the tourism industry not only supports the local culture but also generates revenues for various tourism destinations. However, the risks surrounding these destinations, particularly those in areas k...
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| Format: | Thesis |
| Language: | eng eng eng |
| Published: |
2020
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/9188/1/s96025_01.pdf https://etd.uum.edu.my/9188/2/s96025_02.pdf https://etd.uum.edu.my/9188/3/s96025_references.docx |
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| Summary: | Tourism caters to those who are looking for adventure and discovering new places. The development of the tourism industry not only supports the local culture but also generates revenues for various tourism destinations. However, the risks surrounding these destinations, particularly those in areas known for political instability and terrorism, may negatively affect their tourism industry. In Jordan, the sharp decrease in the number of tourist arrivals, due to its location in a conflict-ridden area, has prompted an urgent need to identify factors shaping the perception of risks of the international tourists. These factors were evaluated during the actual travel experiences of tourists visiting Jordan. Consequently, the tourists' satisfaction was measured by the discrepancy between perceptions and actual travel experience, which influenced their future behavioural intentions. To achieve this objective, Expectation-Confirmation was employed as the theoretical basis for this study. The conceptual model described the influence of factors shaping the tourists' perception of risks, in order to measure their actual travel experiences, satisfaction, and furore intentions. A quantitative approach using the questionnaire technique was applied to examine this model. Using an area sampling technique, 450 questionnaires were distributed amongst international tourists who visited Jordan, specifically Petra, Madaba and Jerash. From the responses, 440 were usable. The survey data were then analysed by using Structural Equation Modelling. The findings indicate that those factors shaping perception of risks have a direct and statistically significant effect on the actual travel experiences of tourists but have an insignificant effect on tourists' satisfaction. Importantly, actual travel experience has a direct and significant effect on revisit and word of mouth. Further, perception of risks has a significant effect on tourists' satisfaction through the mediating effect of actual travel experience of tourists. The findings also indicate that actual travel experience has a significant effect on revisit and word of mouth through the mediating effect of tourists'
satisfaction. This study contributes new knowledge to the field of perception of risks in the Middle-East particularly, Jordan and may serve as a starting point for researchers interested to sandy in this area. |
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