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An evaluation of the image of the Hashemite Kingdom of Jordan in the British and Swedish markets and the implications for marketing the country as a tourism destination

机译:评估约旦哈希姆王国在英国和瑞典市场的形象以及对该国作为旅游目的地进行营销的影响

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摘要

Tourism image is critical to the success of any destination, but few image studies to date have focused specifically on either Jordan or the UK and Sweden; furthermore, none has analysed the image of Jordan as a tourist destination in either the UK or Sweden or the influence of religious beliefs as a constituent of that image. The aim of this thesis, therefore, was to examine the image of Jordan as a tourist destination, as it exists in the British and Swedish markets, and to explore the influence of religious beliefs upon the formation of that image. The images of Jordan perceived by the British and Swedish publics were evaluated through quantitative primary research, including open-ended questions in two stages in the form of an organic/experiential questionnaire. In particular, it focussed on the effect of visitation on the image of Jordan held by British and Swedish tourists as well as the influence of religious beliefs as a constituent of that image. Nine hundred and ten questionnaires were filled and were valid for analysis ip both stages (496 Britons and 414 Swedes). The findings of the thesis showed a number of differences between British and Swedish organic and experiential images of Jordan as a tourism destination. From the marketing point of view, the results reveal a strong awareness of the Jordan destination brand. There was also a favourable attitude towards the brand 'Jordan' and most respondents showed good comprehension of the brand's attributes and values. It is encouraging that 65.5% could give a specific image of the country and less than 40% could name one of its unique attractions. Perceptions of Jordan were more positive in Britain than in Sweden. This would be due to the closer historical links between Jordan and Britain; however, a large majority of respondents in both countries rated Jordan highly in all the attributes in the survey. The results showed the influence of religious belief and practice on how Jordan is perceived by potential and actual British and Swedish tourists. Those who admitted higher levels of belief and practice were more likely to rate Jordan highly as a tourist destination across a range of attributes, including historical sites, religious sites, beaches, scenery, nightlife, tourist information, accommodation, quality of service, price levels, airport facilities, adventure and cleanliness. The results showed significant positive image modifications in terms of safety, people and atmosphere; whilst, they revealed other significant negative image modification towards beaches, cleanliness, tourist information, shopping and nightlife, which may have serious consequences in terms of repeat visits and word-of-mouth recommendations. Religion appears to be a more significant factor than the other cultural allegiances used as a control. The literature and primary research identified religious tourism as an important niche for future development. The findings of this thesis have contributed to the literature regarding Jordan's image and marketing a country as a tourism destination.
机译:旅游业的形象对任何目的地的成功都是至关重要的,但是迄今为止,很少有形象研究专门针对约旦,英国和瑞典。而且,没有人分析过约旦在英国或瑞典作为旅游胜地的形象,或宗教信仰的影响。因此,本论文的目的是研究约旦在英国和瑞典市场上存在的作为旅游目的地的形象,并探讨宗教信仰对该形象形成的影响。通过定量的初步研究,评估了英国和瑞典公众对约旦的图像,包括以有机/体验式问卷形式分两个阶段的开放式问题。特别是,它着重考察了访问对英国和瑞典游客持有的约旦形象的影响,以及宗教信仰对该形象构成的影响。填写了910个问卷,并且可以在两个阶段进行ip分析(496个英国人和414个瑞典人)。论文的研究结果表明,英国和瑞典的约旦作为旅游胜地的有机图像和体验图像之间存在许多差异。从营销的角度来看,结果表明人们对约旦目的地品牌有很强的意识。对“约旦”品牌也持积极态度,大多数受访者对品牌的属性和价值有很好的理解。令人鼓舞的是,有65.5%的人可以给出该国的特定形象,而不到40%的人可以说出其独特的吸引力之一。英国对约旦的看法比瑞典更积极。这是由于约旦和英国之间的历史联系更加紧密;但是,两国的大多数受访者在调查的所有属性中对约旦的评价很高。结果表明,宗教信仰和实践对潜在的和实际的英国和瑞典游客如何看待约旦产生了影响。那些接受较高信仰和实践水平的人更有可能在一系列属性中,将乔丹评为旅游胜地,包括历史遗址,宗教场所,海滩,风景,夜生活,旅游信息,住宿,服务质量,价格水平,机场设施,冒险和清洁度。结果表明,在安全性,人员和环境方面,图像具有明显的正面修改;同时,他们还发现了对海滩,清洁度,旅游信息,购物和夜生活的其他重大负面形象修改,这可能对重复访问和口碑推荐产生严重影响。宗教似乎比用作对照的其他文化忠诚更为重要。文献和初步研究确定宗教旅游是未来发展的重要利基。本论文的发现为有关约旦的形象和营销一个国家作为旅游目的地的文献做出了贡献。

著录项

  • 作者

    Harahsheh Salem Salameh;

  • 作者单位
  • 年度 2009
  • 总页数
  • 原文格式 PDF
  • 正文语种 English
  • 中图分类

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