Determinants of International Tourists’ Satisfaction: Evidences from Serengeti National Park in Tanzania
DOI:
https://doi.org/10.59645/abr.v13i2.19Keywords:
Determinants, Tourists, Satisfaction, Serengeti, TanzaniaAbstract
This study was conducted to assess determinants of international tourists’ satisfaction at Serengeti National Park (SENAPA) in Tanzania. The study adopted cross-sectional research design and it involved 1,148 tourists who visited the park between March and September in 2019. Data were collected by a structured survey questionnaire and were analysed using Structural Equation Modelling (SEM) technique. Findings revealed that service quality (SQ) had a positive significant effect on tourists’ satisfaction (SAT). Similarly, destination image (DI) and perceived value (PV) were found to be positive predictors of tourists’ satisfaction. Further findings showed that the effects of service quality and destination image on tourists’ satisfaction were maximized when mediated through perceived value. The study concluded that the international tourists left the park with feelings of satisfaction due to good quality of services, reasonable prices as well as good image of the park that included natural and cultural attractions. In order to ensure that tourists are always satisfied, SENAPA management should strive to sustain provision of services of good quality at competitive rates that would make visitors realize value-for-money for their trips.
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