Assessment of Tourist Satisfaction in the Simien Mountains National Park, Ethiopia

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.