Evaluating Study for Visitor Experience and Loyalty at Jerash, Archaeological Site in Jordan

Abstract

Visitor satisfaction with their experience and the resulting behavioral intentions or loyalty is vital for successful destination management and marketing. The aim of this study is to understand and evaluate the visitor experience and loyalty at Jerash, an archaeological site in Jordan, and to examine if there is a relationship between experience and loyalty at this site. Research primary data was collected through the distribution of 360 questionnaires to Arab and foreign visitors. The methodology of the study included descriptive analysis, T. test, and F. test, and hypotheses analysis method (Correlation and Regression) by using SPSS. The results of this study showed that is a good visitor experience and loyalty at Jerash site. The relationship between experience and loyalty was also confirmed. Many recommendations have been made that will improve the level of visitor experience and satisfaction, and also raise the level of loyalty to the site Jarash. Keyword: visitor, experience, loyalty, satisfaction, motivations, Jerash, Jordan. DOI : 10.7176/JTHS/40-07