Browsing by Author "Assefa, Ephrem PhD"

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    A Study on Service Quality and Tourist Satisfaction: The Case of Unity Park, Addis Ababa
    (Addis Ababa University, 2021-06) G .Yohannes, Berihu; Assefa, Ephrem PhD
    Ethiopia is endowed with unique and untapped cultural, natural, and mixed heritages. However, many studies revealed that the quality of services being offered by tourism establishments is poor indicating that it is not in a position to meet the expectation of tourists. Therefore, the major objective of this study was to investigate the service quality and satisfaction level of tourists in Unity Park, Addis Ababa. To achieve this objective, questionnaire was designed to measure service quality having five dimensions of the SERVEQUAL model i.e. tangibility, reliability, responsiveness, assurance, and empathy. Using mixed methods and convenience sampling, a total of 400 questionnaire respondents are used to find the gap analysis of expected service and perceived service. Descriptive and inferential statistics were used to analyze quantitative data. The results of descriptive statistics revealed that the mean values for actual service quality and tourist satisfaction were 4.11 and 4.14, respectively. Tourists were more satisfied with all service quality dimensions as perceived value exceeds the expected value by 1.26. The correlation result shows that there is positive and significant relationship between service quality and tourist satisfaction. The finding also indicates that the highest relationship was found between empathy and tourist satisfaction(r=0.594), while the lowest relationship was found between responsiveness and tourist satisfaction(r=0.546). Even though the study revealed positive result, there are problems such as the price of entrance and other amenities, accessibility of tour guides and historical sites, performance of tour guides, parking, and accessibility for disable visitors, internal transport, queues at checking points and other additional facilities. Price reassessment, accession and trained the number of tour guides, providing additional gate, completing the ongoing park as well as creating awareness and sense of ownership to all stake holders were recommended to sustain the service quality of Unity Park.