Abstract:
This study was aimed to measure the satisfaction level of tourists who visited the Simien Mountains National
Park (SMNP) using six variables: product quality, quality of service, accommodation, hospitality,
infrastructure, and tourist information. Tourist satisfaction surveys are essential tools used to gather
information regarding tourists’ opinions. Among the various measures of tourist satisfaction and theoretical
models, the study used the perceived performance quality model. A cross-sectional study design and a
mixed methods approach were used. A sample of 370 foreign tourists was randomly selected to complete
self-administered questionnaires. Key informant interviews were also carried out. The Statistical Package
for Social Science (SPSS) version 20 was employed to analyze the quantitative data. To determine the
level of association of explanatory variables, a multiple regression model was applied. The majority (65.3%)
of the respondents was satisfied or very satisfied with their visiting experience in SMNP. Product quality
(β1 = .379), service quality (β2 = .315), infrastructure (β5 = .232) and accommodation (β3 = .211) were
significantly correlated with overall tourist satisfaction at (P < 0.001). Product quality carried the heaviest
weight for tourists’ satisfaction. The results showed that quality dimensions such as product quality,
accommodations, service quality, infrastructure, and information and their components contribute directly
to the satisfaction of tourists. The capacity of service providers, infrastructures in and around the park, and
ecotourism facilities are in need of enhancement without impairing the park’s natural and exceptional scenic
value.
Key words: Tourists, satisfaction, Simien Mountains National Park, Ethiopia, sustainability.
