Visitors’ Satisfaction on Tourist Ameities in Entoto Saint Mary Tourist Attraction Site in Addis Ababa: An Empirical Study
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Date
2019-06
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Addis Ababa University
Abstract
Tourists compare the actual provision of tourist facilities and services with their expectations to
evaluate their satisfaction in tourist attraction sites. If the actual performances of the attraction
sites exceed their expectations, it increases the likelihood of satisfaction so that visitors will be
more willing to revisit the attraction sites and vice versa. Visitors’ satisfaction is a post
perception evaluation that disappoints, meets or exceeds expectations and is based on the overall
experience of tourist amenities in the site. Visitors’ satisfaction is therefore an evaluation that
the visitors experience at least as good as it was supposed to be.
The main objective of this study is to empirically investigate visitors’ satisfaction in relation to
their expectation and the available tourism amenities in Entoto St. Mary tourist attraction site. It
investigates some of the main elements that could influence visitors’ satisfaction concerning
tourist facilities and services. Visitors’ positive experiences of tourist facilities, service, products,
and other resources provided in the tourism sites can bring about visitors’ retention; revisiting
the sites; and recommendations to others.
In order to study the link between touristfacilities and visitor’ satisfactions, 114 visitors in the
tourist attraction site were included in the sample.Primary data was collected from both foreign
and domestic visitors in the study area starting from April 14/4/2019 to May 13/5/20/19. Six
tourist facility components were accessed to measure visitors’ satisfaction in the attraction site
namely safety and security of visitors; accessibility of tourist facilities; attractiveness and beauty
of the site; hospitality services; tourist information service; and general brand image and
comprehension of the tourist attraction site. A paired sample t- test was employed to compare the
expected level of tourist facilities and services with the available tourist facilities and services.
The components were categorizedas above the visitors’ expectation level or below the visitors’
expectation level to measure the satisfaction of visitors on the available tourist facilities and
services.The findings of the study shows that three of these tourist facility components namely
accessibility of tourist facilities, hospitality services and tourist information service are below
the expectation level of visitors which were dissatisfactory to visitors in Entoto St. Mary tourist
attraction site.
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Keywords
Entoto St. Mary