Mavura, Idd
(2017)
An Assessment of Visitor's Satisfaction and Attitude Towards Tourism Services and Facilities in the Ngorongoro Conservation Area (NCA)” Ngorongoro District, Arusha Region.
Masters thesis, The Open University of Tanzania.
Abstract
This study assessed visitor's satisfaction and attitudes on tourism services and facilities in the Ngorongoro Conservation Area Authority (NCAA). The main objective of this study is to assess the level of visitors’ satisfaction towards quality of services and facilities in the NCAA. Specifically, the study aimed at three key objectives (i) to examine visitors attitudes towards the available products, service and facilities, (ii) to evaluate visitors satisfaction towards the available products, service and facilities, and (iii) to assess the current awareness of visitors to tourism products, to recommend areas and ways to improve visitors products in NCAA. Case design study approach was used where by one hundred and twenty-seven (127) respondents were interviewed. Findings from this study shows that, majority of respondents had relatively very high (59%) awareness of the tourisms products in the study area. Available products and value for money were the main determining factor for visitors attitude towards visiting the Conservation Area (p=0.000 and p=0.028 respectively). For visitors’ satisfaction, very high percent (65%) of visitors were satisfied with the products, services and facilities in the destination. This was complemented by factors such as available products, value for money and available products to visitors determined satisfactions of visitors. Finally, all the study variables, were significant (p=0.001) in improving services in the destination. The study has further demonstrated that, developing sustainable marketing destination strategies is important especially on the quality and standards of the destination related factors. The study recommends for the continued improvement of visitors products, services and facilities in order to attract and gain a continued satisfaction and positive attitude to visitors. Diversification of tourism activities in other areas of the Ngorongoro, e.g. the Olduvai Gorge, Nasera rocky and Oldoinyo-Lengai is highly recommended.
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