The Impact of Brand Loyalty Determinants on the Tourists’ Choice of Five Stars Hotels in Jordan

This Study aims to investigate the determinants of brand loyalty (Customer satisfaction, Price sensitivity and word of mouth) affecting tourists’ choice of five stars hotels on Jordan. The population of the study consisted of people who frequent select these hotels to stay. The researcher study data were collected using the non-random sampling method, where (400) questionnaires were distributed to people who visited five-star hotels in Amman, Aqaba and the Dead Sea. To achieve the objective of the study, and to test hypotheses, the researcher used statistical program of social Sciences (SPSS) and (AMOS). The study results revealed that there is a statistical significant impact of brand loyalty determinants on tourists’ choice in five stars hotel in Jordan, based on the study results the researchers recommends managers and decision makers should provide a superior service quality also training the staff and every person who would contact the tourists, finally they should undertake promotional and informational marketing activities. Thus, the guest has wonderful experience which will ultimately lead customer to be loyalty to the brand and repeat their visits to the same hotel.