Determinant factors of tourists satisfaction in Muslim's Countries: A Structural equation model (SEM)

Determinant factors of tourists satisfaction in Muslim's Countries: A Structural equation model (SEM) Dr. Ayed Al Muala Applied Science University, [email protected] Abstract The challenges for the tourism sector in Islamic countries has become increasingly with the Arab spring. has suffered the Arab Islamic countries and damaged because of the wars in the region and the lack of security and stability in many countries, such as Iraq and Palestine. This study focused on the tourists' satisfaction who visit Jordan. Furthermore, despite the growth of the tourism industry, hotel industry in Islamic countries but most of them were facing fluctuating tourist visit provoked by dissatisfaction, high travel risk, mediocre hotel service, or negative Jordan image. Moreover, considerable fragmentation and inconsistency in empirical findings has limited theory development. Hence, this study aims to examine the causal relationships between Jordan image, perceived risk, service climate and tourist's satisfaction. From 850 questionnaires distributed, 504 samples (60% response rate) were returned. Each variable was measured using reliable developed scales: Jordan image (11 items), adapted from Schneider and Sonmez (1999), perceived risk (7 items) by Gallarza and Saura (2006), service climate (10 items) by Schneider and Bowen’s, (1998); Martin et al., (2006), and tourist satisfaction (10 items) by (Olorunniwo et al, 2006; Chitty et al, 2007). Data was input into SPSS and analysed using the structural equation modeling techniques (Amos 6.0). Confirmatory Factor Analysis (CFA factor loadings show adequate convergent validity for all constructs. SEM results indicate all hypotheses are significant in the speculated directions, thus establishing the importance of Jordan image, perceived risk, service climate to enhance tourist satisfaction.