Evaluating the Relationship between the Role of Promotional Tools in MICE Tourism and the Formation of the Touristic Image of Jordan

Several factors have been shown to have a vital role in the formation of the touristic image of a destination. Promotional tools are considered a critical factor in destination image formation. This study aims to evaluate the role of promotional tools utilized to promote MICE tourism on the formation of the touristic image of Jordan. The differences in the perceptions of local and international MICE participants on the importance of promotional tools in terms of their sociodemographic characteristics were also examined. The T-test, ANOVA and simple regression analysis are used to test the hypotheses. Results show the significant differences among MICE participants’ perceptions on the importance of promotional tools and the role of promotional tools to influence the touristic image of Jordan. The results of the study could be assessed by event planners, event organizers, and other MICE event stakeholders, as well as enriching the limited research in MICE tourism in developing countries.