The Impact of Customer Relationship Management on Tourist Satisfaction: The Case of Radisson Blue Resort in Aqaba City

Abstract

Aims: This paper aims at investigating the effects of customer relationship management in terms of tourist attractions and facilities, outlets (F&B), and front office services on tourist satisfaction. Design: A total of 136 questionnaires containing 34 items was used to collect information from tourists in Radisson resort in Aqaba city located in Jordan. Multiple regression analysis was conducted to test the research hypotheses. Findings: Results of the current study revealed that there is a significant impact of tourist attractions and facilities, and front office services on tourist satisfaction, whereas outlets (F&B), has no significant impact on it. Results of T-test showed that there is no significant difference in the impact of tourist satisfaction that in favor of gender. Also, results of ANOVA test indicated that there is no significant difference in the impact of tourist satisfaction that can be attributed to age, occupation, educational level, the purpose of the visit, holiday booked a date and a number of previous visits. Implications: this study will contribute a better understanding of tourist’s satisfaction through proper customer relationship management in terms of tourist facilities, outlets, and front office services. Originality: This study is considered the first case study that links tourist satisfaction with the prober management of the hotel facilities and outlets