This Research aims at identifying the real image of European tourists of the Jordanian tourism Product; investigating the obstacles facing the Jordanian tourism and explore the promotional measures that advance the best use of the available resources. The methodology follows a descriptive and analytical approach (One sample mean t-test, Two independent sample means test and variance analysis) (ANOVA). However, the approach is based upon selecting convenience random sample of 350 Tourists primarily due to limited available time and close financial circumstances of researcher. Guests’ perception and reactions to quality standards are considered. The research findings show that the European tourist places a high value on the human aspect of tourism. The Research recommends that authorized personnel of the tourism industry must adopt effective policies and programs to the weak areas and activities of the industries and to improve the employee attitude. The pursuance of effective marketing tourism strategies in Jordan was also recommended. Based upon the findings of research the following conclusions were reached:- The research indicated the importance of improving the quality and number of tourism labor. A consolidated team of local and international tourism and marketing experts must hold several meetings and concessions in order to pinpoint the blue planning draft of the national tourism Jordanian plan for the short, middle and long term for the purpose of improving the tourism sector as a whole. Highly-acknowledged, experienced and high ranking individuals must demand the present Government to increase the budget mainly to develop a better tourism Infrastructure and superstructure as well as better tourism promotional Campaigns all over Europe. Standards, code of practice and ethics, relevant polices must be established by the authorized ministry, to define issues concerned with prices, services quality control and assurance. Consolidated, profound attention should be directed toward proper use of this strategic, potential source of revenue and strong efforts must be focused to enhance Jordanian tourism. Corporations operating in tourism sector must work toward enhancing the operations and promotion efforts for the sake of the nation as a whole.
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