A COMPREHENSIVE ANALYSIS OF COASTAL AND MARINE TOURISM: EVALUATING THE IMPACT OF ACTIVITIES, INTENTIONS, AND REASON FOR VISITING ON VISITOR SATISFACTION: THE MODERATING INFLUENCE OF VISITOR TYPES

The major purpose of this study is to investigate the characteristics that contribute to visitor happiness, with an emphasis on Aqaba, Jordan's one-of-a-kind setting. Rather than selecting volunteers at random, the researchers took into account the entire community of Aqaba tourists. About 237 of the 500 surveys returned were usable for statistical purposes. In order to categorize the responses, a seven-point Likert scale was used. We use of Smart PLS 4 forms the basis of the analytical framework. There is strong statistical support for the findings of the study. Satisfaction (SA) is heavily influenced by the elements of Availability of Activities (AA), Intends to Participate (IP), and Reason for Visiting (RV). The T value for AA is 4.128 (p 0.001), which indicates statistical significance. IP also has a high T value (7.505, p 0.001), indicating a significant impact. The T value of 4.502 for RV (p 0.001) further demonstrates its statistically significant influence. Add the moderating variable TV to the research design to see how it affects the results. With a T-value of 1.971 (p = 0.049), we see that there is an interaction effect between (AA) and (SA), with (TV) serving as a moderator. The moderate influence of (IP) on (SA) results in a T value of 0.822 (p = 0.411), which is not statistically significant. However, the T value of 4.144 (p 0.001) demonstrates the significance of the interaction between RV and SA, indicating that TV has a moderating effect on the relationship between the two variables.