The purpose of this study is to identify the reasons for the lack of focus groups in Jordan by conducting a focus group with twenty four Academics from Jordanian Universities. Focus groups are commonly used for academic purposes and taught at colleges and universities. The outcome of focus groups for marketing, especially in the tourism industry, is a beneficial learning tool. Focus groups, however, are rarely used for a number of reasons. This research tool is foreign to university students, and unless they study abroad, they are not exposed to a wide range of research and education tools. There are barriers that exist with focus groups. These barriers include: government and educational funding, cultural limitations, personal expectations, teaching materials and resources. Following this research, the recommendations are to have focus groups implemented in Jordanian school systems and to conduct focus group training sessions, encourage students to use them as a research tool and explain the link between focus groups and the hospitality industry. By limiting curriculums in Jordanian education systems, students will not have the proper knowledge or skills once they graduate to compete with markets outside of Jordan. Recommendations are discussed based on the author’s research findings.
Cultural tourism is one of the fastest growing and attracting tourism types in Jordan especially for European tourists. This study aims to analyze the role of the Jordanian traditional aspects in motivating Dutch tourists to visit Jordan. It also shows the technological applications needed to ensure the efficient involvement of Jordanian traditions in the tourism industry. Semi-structured interviews with two groups of participants were performed. The results indicate that the Jordanian traditions are attractive to Dutch tourists once authenticity is provided, which fulfills their cultural needs, thus their satisfaction and Word Of Mouth are generated in their feedback.
The increasing ubiquity of the smart phone has undoubtedly paved the way for the utilizing of technological intermediation in tourism, notably in the case of augmented reality (AR). The current study seeks the opinions and perceptions of AR users about how such technologies impact their
decisionmaking. The study seeks an enhanced understanding of contemporary tourist consumption practices, drawing upon the relationship between code and space using LAYAR AR applications. The research methods that have been deployed in this study involve the conduct of qualitative interviews
with consumers and producers with an interest in AR applications using a snowball sampling approach. The results show that using AR produces the augmented construction of reality that is multidimensional and consists of the owner, site, and tourism agency. It has also been shown that AR is
a secondary tool, where user awareness and sense of the physical environment decreases. It is concluded that integrating technologies into the tourist experience can enhance the enjoyment of the experience and improve expertise and skills in the context of tourist operations and attractions.
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