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thesis - Mutah University Deanship of the Graduate Studies...

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Mutah University Deanship of the Graduate Studies Consumer Satisfaction and Dissatisfaction in Tourism as Related To Jordan Image Perception By Rami Osama AL-Ali Supervised By Dr . Fahed. S. AL-Khatib A thesis Submitted to Deanship of the Graduate Studies in Partial Fulfillment of The Requirement For the degree of Master Thesis in Business Administration At Faculty of Business Administration Mutah University, 2008 1
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DEDICATION This thesis is dedicated to my parents, who have always pampered me with confidence; encouragement, understanding, and support throughout my life, without them I would have never achieved my dream of completing my master studies. To my brothers, and sister who stood beside me throughout this research. Rami. O. Al-Ali 2
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Acknowledgments Special and sincere respect, gratitude and appreciation are expressed to my advisor Dr. Fahed Al-Khatib for his invaluable supervision, great efforts guidance, encouragement throughout the research work. Appreciation and thanks are also extended to committee members, Prof. Faiz Al-Zoabi, Dr. Mohamed Awwad, and Dr. Raed Al- Adelah for their critical review of this thesis and for accepting to be members of my examination committee. Also, I would like to thanks Prof. Nabil Rousan and Prof. Hasan Al- Salah for their help, guidance and support. Finally, I would like to thank my friends especially Mr. Sameer Amro for their special encouragement during study years. RAMI AL-ALI 3
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Abstract Consumer Satisfaction and Dissatisfaction in Tourism as Related To Jordan Image Perception Rami Osama AL-Ali Mu'tah University, 2008 This study aimed to develop and test a model which describes the association between Jordan image as a tourism destination and the tourist's satisfaction/ dissatisfaction, through testing the impact of the following factors on the tourists' satisfaction: (1) The tourists expectations of functional characteristics of Jordan. (2) The Perceived outcome of Jordan. (3) Self image of tourist. (4) Jordan actual image. (5) Consumer emotional involvement associated with tourism. To test the study hypotheses, a convenience sample of 500 respondents were selected from the study population which consists of all tourists who visited Jordan. A descriptive analysis was performed to describe demographic characteristics for tourists. Independent sample T- test and regression analysis were performed to test the hypotheses. Also, one- way ANOVA was performed to investigate the differences between tourists' satisfaction according to their demographic characteristics. Finally, data were organized and presented in table forms. Findings of the study indicated that some variables had a significant impact on the tourists' satisfaction/ dissatisfaction (i.e. The Perceived outcomes, Jordan image and the emotional involvement). Other variables had no significant impact (i.e.Self image, and the perceived expectations). Furthermore, findings indicated that tourist's satisfaction levels do not change according to gender, martial status, and education levels. But with different nationalities, ages, and monthly income the tourists had different level of satisfaction.
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