2023_The Effects of Seasonality and MICE Tourism Demand On Hotel Occupancy in Jordan
| Format: | General Document |
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| country | Malaysia |
| date | 2023-07-30 |
| format | General Document |
| id | 16129 |
| institution | UniSZA |
| originalfilename | 16129_c0051600194b6a6.pdf |
| person | Hazim Ryad Momani |
| recordtype | oai_dc |
| resourceurl | https://intelek.unisza.edu.my/intelek/pages/view.php?ref=16129 |
| sourcemedia | Server storage Scanned document |
| spelling | 16129 https://intelek.unisza.edu.my/intelek/pages/view.php?ref=16129 https://intelek.unisza.edu.my/intelek/pages/search.php?search=!collection3 General Document Malaysia Library Staff (Top Management) Library Staff (Management) Library Staff (Support) Terengganu Faculty of Applied Social Sciences English application/pdf 1.5 Server storage Scanned document Universiti Sultan Zainal Abidin UniSZA Private Access Universiti Sultan Zainal Abidin SAMBox 3.0.10; modified using iTextSharp™ 5.5.10 ©2000-2016 iText Group NV (AGPL-version) 236 Copyright©PWB2025 2023-07-30 16129_c0051600194b6a6.pdf 2023_The Effects of Seasonality and MICE Tourism Demand On Hotel Occupancy in Jordan Hazim Ryad Momani Seasonality in tourism Hotel occupancy Tourism demand Seasonal tourism is a set of influences that determines tourism demand and it is defined as the movement of tourists caused by climate and institutional changes. Most tourist destinations in the world are affected by seasonal phenomena. Destinations with high seasonal variability often face various challenges, such as high costs, overcrowding, and inadequate infrastructure in peak seasons, while in low seasons, the challenges are low numbers of tourists, lack of services and job opportunities, and low hotel occupancy. The MICE sector brings direct and indirect revenue for host destinations, and it generates foreign exchange and creates employment opportunities. Besides, the positive impact that MICE has on the city image attracts invaluable business to cities, towns and regions around the world, and can bring substantial returns to local economies in the form of expenditure on accommodation, local transportation and other tourism products. Due to fluctuating demand, the number of visitation and hotel occupancy vary depending on season and period of the year. Thus, this study attempts to investigate the mediating effect of MICE tourism (Meeting, Incentive, Conference and Exhibition) on the relationship between seasonality and hotel occupancy in Jordan. A quantitative research method was applied in this study by distributing a survey to 331 respondents among local and international tourists who visited Jordan and stayed in hotels in Amman, using a non-probability sampling technique. Data was analyzed using Statistical Packages for Social Sciences (SPSS) version 24.0 and Smart PLS software. The measurement model was assessed as well as the structural model. The findings of hypotheses testing showed results of the study exhibited a significant and positive effect between two aspects of tourism seasonality (political and economic) and MICE tourism. It also showed a positive and significant effect between MICE tourism and hotel occupancy in the country. However, there is no statistically significant effect between three aspects of tourism seasonality (natural, cultural, and social) and MICE tourism. Nevertheless, the study revealed a significant mediating role of MICE tourism on the relationship between tourism seasonality factors (cultural, political, and economic) and hotel occupancy in Jordan. The study indicates that MICE tourism has a positive impact on hotel occupancy despite the presence of tourism seasonality in the country. As a non-seasonal activity, MICE tourism is quite beneficial for the economy of a country to generate demand and to stimulate the tourism industry.Understanding tourism seasonality among tourist destinations will certainly boost tourism and bring it to the level desired by the Jordanian government. Therefore, the Jordanian government should encourage tourists to visit and stay for a longer period, and this is done by activating MICE tourism and increasing the diversity of trips and tourism activities. MICE tourism that takes place should be systematically planned and developed, and should be established as tourist attractions, catalyst for further development, image builders and animators of the destination. Theoretically, this research has contributed to the extant theoretical literature on tourism generally and tourism seasonality more specifically. Dissertations, Academic Tourism Seasonality MICE Tourism Hotel Occupancy Thesis |
| spellingShingle | 2023_The Effects of Seasonality and MICE Tourism Demand On Hotel Occupancy in Jordan |
| state | Terengganu |
| subject | Seasonality in tourism Hotel occupancy Tourism demand Dissertations, Academic |
| summary | Seasonal tourism is a set of influences that determines tourism demand and it is defined as the movement of tourists caused by climate and institutional changes. Most tourist destinations in the world are affected by seasonal phenomena. Destinations with high seasonal variability often face various challenges, such as high costs, overcrowding, and inadequate infrastructure in peak seasons, while in low seasons, the challenges are low numbers of tourists, lack of services and job opportunities, and low hotel occupancy. The MICE sector brings direct and indirect revenue for host destinations, and it generates foreign exchange and creates employment opportunities. Besides, the positive impact that MICE has on the city image attracts invaluable business to cities, towns and regions around the world, and can bring substantial returns to local economies in the form of expenditure on accommodation, local transportation and other tourism products. Due to fluctuating demand, the number of visitation and hotel occupancy vary depending on season and period of the year. Thus, this study attempts to investigate the mediating effect of MICE tourism (Meeting, Incentive, Conference and Exhibition) on the relationship between seasonality and hotel occupancy in Jordan. A quantitative research method was applied in this study by distributing a survey to 331 respondents among local and international tourists who visited Jordan and stayed in hotels in Amman, using a non-probability sampling technique. Data was analyzed using Statistical Packages for Social Sciences (SPSS) version 24.0 and Smart PLS software. The measurement model was assessed as well as the structural model. The findings of hypotheses testing showed results of the study exhibited a significant and positive effect between two aspects of tourism seasonality (political and economic) and MICE tourism. It also showed a positive and significant effect between MICE tourism and hotel occupancy in the country. However, there is no statistically significant effect between three aspects of tourism seasonality (natural, cultural, and social) and MICE tourism. Nevertheless, the study revealed a significant mediating role of MICE tourism on the relationship between tourism seasonality factors (cultural, political, and economic) and hotel occupancy in Jordan. The study indicates that MICE tourism has a positive impact on hotel occupancy despite the presence of tourism seasonality in the country. As a non-seasonal activity, MICE tourism is quite beneficial for the economy of a country to generate demand and to stimulate the tourism industry.Understanding tourism seasonality among tourist destinations will certainly boost tourism and bring it to the level desired by the Jordanian government. Therefore, the Jordanian government should encourage tourists to visit and stay for a longer period, and this is done by activating MICE tourism and increasing the diversity of trips and tourism activities. MICE tourism that takes place should be systematically planned and developed, and should be established as tourist attractions, catalyst for further development, image builders and animators of the destination. Theoretically, this research has contributed to the extant theoretical literature on tourism generally and tourism seasonality more specifically. |
| title | 2023_The Effects of Seasonality and MICE Tourism Demand On Hotel Occupancy in Jordan |
| title_full | 2023_The Effects of Seasonality and MICE Tourism Demand On Hotel Occupancy in Jordan |
| title_fullStr | 2023_The Effects of Seasonality and MICE Tourism Demand On Hotel Occupancy in Jordan |
| title_full_unstemmed | 2023_The Effects of Seasonality and MICE Tourism Demand On Hotel Occupancy in Jordan |
| title_short | 2023_The Effects of Seasonality and MICE Tourism Demand On Hotel Occupancy in Jordan |
| title_sort | 2023_the effects of seasonality and mice tourism demand on hotel occupancy in jordan |