Maturo,, Elirehema N.
(2017)
Tourists’ Willingness to Pay for Cultural Tourism Towards Visitor Satisfaction and Improvement of Community Social Services in Tanzania: A Case of Arusha Region.
Masters thesis, The Open University of Tanzania.
Abstract
The study aimed at assessing the willingness of tourists to pay for cultural tour fees towards visitors‟ satisfaction and community welfare improvement in Tanzania. The study was conducted in Arusha region where five Cultural Tourism Enterprise (CTE) were selected among twenty five CTEs which were available during the time of this study. Specifically the study examines tourists‟ perceptions of cultural tours offered in Tanzania, identify and examine socio-economic characteristics of tourist so as to determine their behavior and estimate tourist‟s willingness to pay (WTP) fees for cultural tourism visits and for social welfare improvement in communities. In this study, both primary and secondary data were collected from the respondents where by manageable sample size of 150 respondents was used. Questionnaires survey, interviews and observation were used to obtain information, which supported by documentary review. Statistical Package for Social Sciences (SPSS), content analysis and Excel was used to analyze data generated for this study both qualitative and quantitative. Contingent valuation method assessed the willingness of tourists to pay towards tour packages fees. The findings reveal that WTP for tourist was influenced by many factors such as level of income, occupation, satisfaction and uniqueness of services. The results found evidence that some visitors were willing to pay more than the current charges especially for local foods and drinks due to their uniqueness. Apart from that, most tourists had positive perception towards culture of local people due to its uniqueness. The study recommends training for service providers including the tour guides so as to improve communication skills. There should also be collaboration between CTE‟s and TTB so as to have proper pricing method, which ensures benefits to local/CTEs while satisfying customer.
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