A Study on Service Quality and Tourist Satisfaction: The Case of Unity Park, Addis Ababa
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Date
2021-06
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Addis Ababa University
Abstract
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.
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Keywords
Service Quality, Tourist Satisfaction, SERVQUAL Model, Unity Park.