Destination Image of Jordan

This research examines the perceived destination image of the Hashemite Kingdom of Jordan through the complex relationships between destination image components and their influence on intention to revisit and to recommend. Overall destination image operationalized with the cognitive, affective, and unique image components. A convenience sample of 250 tourists visiting Jordan was used. A structured questionnaire is developed to collect data. Using Spearman correlation test, the findings reveal significant positive correlations between Cognitive image and affective image and unique image and holistic image. However, intention to revisit and recommend were found to have moderate correlation with the three image components. Therefore, the study concludes that holistic image has to be created through cognitive, affective and unique images. Keywords: Jordan, destination image