.A total of 450 international tourists completed a survey that was conducted at Amman capital of Jordan. From 450 questionnaires distributed, 300 samples (66% response rate) were returned; research using structural equation modeling (SEM) technique, confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement, and the structural equation modeling techniques (Amos 20.0) were used to evaluate the casual model. Results of the study demonstrate the strong predictive power and explain of destination tourist' loyalty in Jordan. The findings highlighted that the relationship between Jordan image and perceived trust are significant and positive on destination tourist' loyalty. The result explained that perceived trust not mediating between destination image and destination tourist' loyalty.

KEY WORDS: destination image, perceived trust, loyalty, Jordan.

"/> .A total of 450 international tourists completed a survey that was conducted at Amman capital of Jordan. From 450 questionnaires distributed, 300 samples (66% response rate) were returned; research using structural equation modeling (SEM) technique, confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement, and the structural equation modeling techniques (Amos 20.0) were used to evaluate the casual model. Results of the study demonstrate the strong predictive power and explain of destination tourist' loyalty in Jordan. The findings highlighted that the relationship between Jordan image and perceived trust are significant and positive on destination tourist' loyalty. The result explained that perceived trust not mediating between destination image and destination tourist' loyalty.

KEY WORDS: destination image, perceived trust, loyalty, Jordan.

"/> .A total of 450 international tourists completed a survey that was conducted at Amman capital of Jordan. From 450 questionnaires distributed, 300 samples (66% response rate) were returned; research using structural equation modeling (SEM) technique, confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement, and the structural equation modeling techniques (Amos 20.0) were used to evaluate the casual model. Results of the study demonstrate the strong predictive power and explain of destination tourist' loyalty in Jordan. The findings highlighted that the relationship between Jordan image and perceived trust are significant and positive on destination tourist' loyalty. The result explained that perceived trust not mediating between destination image and destination tourist' loyalty.

KEY WORDS: destination image, perceived trust, loyalty, Jordan.

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THE IMPACT OF DESTINATION IMAGE ON TOURIST DESTINATION LOYALTY IN JORDAN TOURISM: THE MEDIATING EFFECT OF PERCEIVED TRUST


Dr. Ayed Al Muala
,
Abstract

The challenges for the tourism sector in Jordan is facing fluctuating destination image ,  low in trust of hotel services, or negative Jordan image. This study aims to examine the relationships between the antecedents of destination tourist loyalty in tourism of Jordan, and the mediating effect of perceived trust between destination image and destination tourist' loyalty .A total of 450 international tourists completed a survey that was conducted at Amman capital of Jordan. From 450 questionnaires distributed, 300 samples (66% response rate) were returned; research using structural equation modeling (SEM) technique, confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement, and the structural equation modeling techniques (Amos 20.0) were used to evaluate the casual model. Results of the study demonstrate the strong predictive power and explain of destination tourist' loyalty in Jordan. The findings highlighted that the relationship between Jordan image and perceived trust are significant and positive on destination tourist' loyalty. The result explained that perceived trust not mediating between destination image and destination tourist' loyalty.

KEY WORDS: destination image, perceived trust, loyalty, Jordan.

Keywords:
Journal Name :
EPRA International Journal of Economic and Business Review(JEBR)

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Vol : 5
Issue : 2
Month : February
Year : 2017
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