Title: Examining the factors that affect tourists' satisfaction, loyalty, WOM and intention to return using SEM: evidence from Jordan

Authors: Abbas Al-Refaie; Jong-Hwan Ko; Ming-Hsien Li

Addresses: Department of Industrial Engineering, University of Jordan, Amman 11942, Jordan. ' Institute for International and Area Studies, Pukyong National University, Busan, Korea. ' Department of Industrial Engineering and Systems Management, Feng Chia University, Seatwen, Taichung, Taiwan

Abstract: This study aims to identify the factors that affect tourists' satisfaction and loyalty using structural equation modelling. Data was collected in person at four important Jordanian tourism spots. It is found that (a) a direct positive relationship between destination image and both tourists' overall satisfaction and service quality, (b) service quality positively influences tourists' overall satisfaction, which affects positively destination loyalty, (c) destination loyalty has a positive effect on tourist's intention to return, (d) destination loyalty is positively related to tourist's willing to recommend, (e) destination loyalty is directly related to tourists word-of-mouth, (f) the culture and historical art, natural resources and tranquility, and image have positive effect on tourist's destination image, and (g) amenities, information, food, hygiene, price fairness and hospitality have significant influence on service quality. The results of this research can provide valuable reference information for tourism service providers in Jordan.

Keywords: tourist satisfaction; service quality; destination image; tourist destinations; customer loyalty; customer satisfaction; structural equation modelling; SEM; WOM; word-of-mouth; willingness to recommend; intention to return; Jordan; destination loyalty; tourism services.

DOI: 10.1504/IJLTM.2012.048947

International Journal of Leisure and Tourism Marketing, 2012 Vol.3 No.2, pp.179 - 197

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 30 Aug 2012 *

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