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Marketing of a Destination Jordan As a Case Study.Pdf Marketing of A Destination Jordan as A Case Study By Abdel-Hafiz Hussein Jaddou Alhroot Thesis Submitted in Partial Fulfillment of the Requirement for a Degree of Doctor of Philosophy Huddersfield Business School The University of Huddersfield Huddersfield United Kingdom Department of Management and Marketing June, 2007 Dedication I dedicate this research study to the soul of my late Father who sacrificed his life to his country as a martyr. He inspired me in 1965 with the words “You will only accomplish what you want to achieve”. II Abstract This study investigates the internal and external environmental factors that affect destination marketing in Jordan and the use of the destination marketing concept by tourism companies in Jordan. Furthermore, special emphasis is placed on investigating and identifying the existing relationship between the internal and external factors in destination marketing by pinpointing the factors being used by tourism companies and those factors that contribute to the attraction of tourists to Jordan. The empirical research to support the study uses survey methods to develop and test the critical factors of a destination marketing success model that can be used to market and promote Jordan, regionally and globally, as a preferred tourism destination area. A number of hypotheses were formulated to realise the objectives of the study. In the formulation of the research hypotheses, the researcher was guided by a deductive method regarding the groups of tourist destination attitudes and practices of marketing with consistency of questionnaire responses in comparison with available literature on the subject. Eight hypotheses covered the following aspects: tourists’ satisfaction, quality, product, accessibility, people, price, promotion and physical evidence. The results were quantitatively analysed by using SPSS. Review of previous research on critical factors of success, tactical management, destination tactical management and destination competitiveness models was undertaken in an endeavour to find a framework for the development of critical factors of the destination marketing success model that can be used for the identification and integration of critical factors of success. The findings indicate that respondents rated all the factors of service quality listed as critical. Most of the respondents felt that, in order to please the global tourists, the experience must be safe, secure, comfortable and relaxing. Also, the quality of capability, accommodation, access to natural areas, tour guides, tourist information, transportation, financial and communication institutions were factors regarded as contributors to tourist satisfaction. It was also revealed that the most critical factors of product of destination marketing development were improving the tourism products, identifying and exploring new opportunities and upgrading visitor services and facilities. III The proposed destination marketing model was developed and tested in the Jordan context and proved to be operational. A number of recommendations were made in terms of safety and security management, destination product marketing development, accessibility systems, people development and dependable management. This study contributes to the field of tourism through testing a destination marketing success model that can be applied to global destinations. IV Acknowledgements The completion of this doctoral thesis would not have been impossible without the help of God (Allah) the only One who makes all things possible. Also, it was a result of the contribution and support of many people and organizations. To all those who have contributed by way of prayer, help, encouragement, and technical advise, suggestions and general discussions, I wish to express my best and sincere appreciation. In particular I wish to thank the following persons and organizations: The University of Huddersfield for full support and encouragement, suggestions and general discussions. Prof. N. E. Marr, who converts my dream to reality for achieving my aim, Mr. G. Crowther, my supervisor for his professional advice, formative suggestions and friendly help throughout the period of this study. Mr. P. Reynolds, my co-adviser, for his help and advice. Mrs. J. Handley Head of Management and Marketing Department and other members of the Department of Management and Marketing, University of Huddersfield for their interest and support. Dr. I. Pitchford Head of the Research Office of Huddersfield University for his support and administrative assistance. Mrs. Rosalind Watt for her professional correction of the language and her friendly help in formatting and completing this study. Mrs. S. Bretton for her professional advice and assistance. Mrs. Nova Nasser for her professional advice, cooperation and willingness in providing valuable information about the history of Jordanian tourism. Mr. Abdul Jabbar for his technical advices as a leading technology adviser. Dr. A. Al Quatamin, Dr. M. Akroush and Dr. B. Ala’ake. For their support in the administration of the questionnaire. Prof N. Al Qatamin for his continuous support and encouragement and members of the Bridge International for Academic Services. Dr. Maen, M. Al Qatamin for his technical advice and encouragement. Mr. Qais. M. Qatamin for valuable help provided with the empirical survey. V Mr. A. Shahin for his technical support and continuous encouragement and members of Jesco and Technology of Power generation. Mr. Saad Alkhushman for his technical advice and help. Mr. Maen Quitshat for his support and encouragement. Ministry of Tourism & Antiquities (JoTA), Jordan Tourism Board (JTB),Central Bank of Jordan (CBJ) and Industrial Development Bank (IDB) for their cooperation and willingness to provide information. My father and mother in law for their support and encouragement. My Brothers and Sisters and friends for their support and encouragement. My mother who believed in me, whose sincere interest, encouragement and help has been a source of inspiration all over the years. My Son Ahmed and daughters Hadeel, Hala, Rund and Razan for their patience, understanding and loving sacrifices. Finally, my utmost respect and appreciations go to my wife Arab without whose patience, understanding, encouragement and loving sacrifices I could not have completed this study. VI Table of Contents Page Dedication------------------------------------------------------------------------------- II Abstract ----------------------------------------------------------------------------------III Acknowledgment --------------------------------------------------------------------- VI-VII CHAPTER 1 INTRODUCTION 1.1 Background ------------------------------------------------------------------------- 2 1.2 Problem of the Study--------------------------------------------------------------- 3 1.3 Objectives of the Study------------------------------------------------------------ 4 1.4 Organisation of the Thesis--------------------------------------------------------- 4-6 CHAPTER 2 TOURISM IN JORDAN 2.1 Introduction -------------------------------------------------------------------------8 2.2 The Development and Organisation of the Tourism Sector in Jordan-------9 2.3 Main Types of the Jordanian Tourism Product ------------------------------- 14 2.4 Jordan Tourism Markets --------------------------------------------------------- 19 2.5 A Tactical Analysis of the Tourism Industry in Jordan -----------------------29 2.6 Summary-----------------------------------------------------------------------------47 CHAPTER 3 MARKETING, SERVICE AND TOURISM 3.1 Introduction--------------------------------------------------------------------------50 3.2 Marketing: Definition and Concept-----------------------------------------------51 3.3 Services-------------------------------------------------------------------------------55 3.3.1 Services Definitions----------------------------------------------------------------56 3.3.2 Characteristics of Service--------------------------------------------------------- 57 3.3.3 Services of Marketing Paradigm--------------------------------------------------60 3.3.4 Managing Services------------------------------------------------------------------62 3.3.5 How to Evaluate Service Quality-------------------------------------------------67 3.4 Tourism------------------------------------------------------------------------------- 69 3.4.1Tourism Definitions and Concept--------------------------------------------------70 3.4.2 Aspects of Tourism------------------------------------------------------------------73 3.4.3 Tourism Marketing------------------------------------------------------------------86 VII 3.4.4 Heritage Tourism-------------------------------------------------------------------104 3.4.5 Positioning of Tourism------------------------------------------------------------ 105 3.5 Tourism Contribution to Knowledge and Economy----------------------------107 3.5.1 Tourism to Knowledge------------------------------------------------------------ 107 3.5.2 Tourism to Economy---------------------------------------------------------------108 3.7 Summary----------------------------------------------------------------------------- 110 CHAPTER 4 MARKETING OF A DESTINATION 4.1 Introduction---------------------------------------------------------------------------113 4.2 Destination: Definition and Concept----------------------------------------------114 4.2.1 Definition of Destination----------------------------------------------------------
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