Abstract:
Service quality in the hospitality industry becomes one of the vital contributing factors in tourism marketing.
Quality is created by the process of service delivery, such as friendliness, courtesy and efficiency, and the
outcomes of services such as accommodation, food, attractions and leisure facilities. The objective of the
research was to assess the quality of products and services being delivered within the Simien Mountains
National Park (SMNP). A cross-sectional study design was used to describe the quality of products and
services being delivered to visitors in the SMNP. The target population in this study was 4,767 foreign
tourists and foreign residents who visited the SMNP and from this total, 268 individuals were taken as the
sample size. Both probability and non-probability sampling methods were employed. Data were collected
for foreign tourists and foreign residents who visited SMNP in the year of 2017. The Statistical Package for
Social Science (SPSS) version 20 was employed to analyze the quantitative data. To describe the survey
results, descriptive statistical tools such as frequency distribution, percentages, mean graphs, and tables
were used. To triangulate quantitative information, qualitative data generated from open-ended questions
were employed. Visitors who visited the park were satisfied with an overall mean value of 3.6, relating to
the major qualities of the tourism product such as weather conditions, the value for money of visitor
attractions, accessibility, safety and security, and cleanliness of the local environment. Service quality had
an overall mean value of 2.69, based on services delivered by tour guides; cooks; hotels, lodges and
restaurants; scouts; car and field equipment rental services; and the value for money of the service delivery
in the SMNP was considered poor. Tourists were not satisfied by accommodation quality with the overall
mean value of 2.87, and with an overall mean value of 2.65 park visitors were not satisfied with the park
infrastructure. The quality of tourist information delivered by service providers was poor, failing to satisfy
tourists who visited the destination. With the overall mean value of 3.62 visitors were satisfied with park
community hospitality such as courtesy, the friendliness of local people and employees and their willingness
to help.
