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Impact of Online Destination and Image Dimensions on E-Satisfaction: An International Tourists’ Perspective


Affiliations
1 University of Sharjah, United Arab Emirates
2 College of Tourism and Service Management, Nankai University, Tianjin, China
3 Zarqa University, Jordan
4 Guangxi University, Nanning, China
5 School of Management, Huazhong University of Science and Technology, China
     

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The research paper aims to examine the role of online destination image as communicated through various online tourism-related platforms and its impact on e-satisfaction of international tourists visiting Jordan. The questionnaire was distributed to international tourists in Jordan hotels of capital city Amman. A total of 300 international tourists completed a survey that was conducted at Jordan hotels of capital city Amman. 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 E-satisfaction of international tourists. The results of study found that the privacy and security, customization, value of information, and ease of use have a significant positive and direct impact on E- satisfaction (H2, H3, H6, and H8). While, website design, information availability, reliability, and interaction quality have insignificant positive and direct impact on E-satisfaction (H1, H4, H5, and H7)

Keywords

Online Destination Image, E-satisfaction, International Tourists, Jordan
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  • Impact of Online Destination and Image Dimensions on E-Satisfaction: An International Tourists’ Perspective

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Authors

Asad Aburumman
University of Sharjah, United Arab Emirates
Tafazal Kumail
College of Tourism and Service Management, Nankai University, Tianjin, China
Ayed Al Muala
Zarqa University, Jordan
Farah Sadiq
Guangxi University, Nanning, China
Syed Mudasser Abbas
School of Management, Huazhong University of Science and Technology, China

Abstract


The research paper aims to examine the role of online destination image as communicated through various online tourism-related platforms and its impact on e-satisfaction of international tourists visiting Jordan. The questionnaire was distributed to international tourists in Jordan hotels of capital city Amman. A total of 300 international tourists completed a survey that was conducted at Jordan hotels of capital city Amman. 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 E-satisfaction of international tourists. The results of study found that the privacy and security, customization, value of information, and ease of use have a significant positive and direct impact on E- satisfaction (H2, H3, H6, and H8). While, website design, information availability, reliability, and interaction quality have insignificant positive and direct impact on E-satisfaction (H1, H4, H5, and H7)

Keywords


Online Destination Image, E-satisfaction, International Tourists, Jordan

References