Abstract

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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