Assessment of the Factors Affecting Tourists’ Satisfaction at Ikona Wildlife Management Area in Serengeti, Tanzania.

Mwaibofu, Peter Asangalwisye (2021) Assessment of the Factors Affecting Tourists’ Satisfaction at Ikona Wildlife Management Area in Serengeti, Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

This study focused on the assessment of the factors affecting tourists’ satisfaction at Ikona Wildlife Management Area at Serengeti District in Mara Region. Three specific objectives guided this study; to identify advantages of tourists’ satisfaction at Ikona Wildlife Management Area, to examine factors affecting tourists’ satisfaction at Ikona Wildlife Management Area and to determine measures to improve tourists’ satisfaction at Ikona Wildlife Management Area. The study was conducted at Serengeti District in Mara Region where case study research design was adopted. Both qualitative and quantitative data was collected. The target population of this study consisted tour guides and tourists who visited Ikona Wildlife Management Area. The sample size of this study was 75 respondents where data we collected using questionnaires, interviews, observations and documentary literature reviews. The information collected was analyzed using content analysis and SPPS computer program version 14.0. The results show that tourists’ satisfaction is determined by good customer care, security and good tour guides. The measures to improve tourists’ satisfaction include improvement of infrastructures, reducing entry fees, ensuring security, and fighting poaching. Challenges facing tourism in the study area included infrastructures not passable during rain seasons, unskilled tour guide, language barrier, and poaching. Measures to address the fore mentioned challenges include improvement of infrastructures and services, increase skilled tour guides, curbing poaching and collaboration with local people and other nearby tourist destinations. Keywords: Tourists’ satisfaction, Ikona Wildlife Management Area, Serengeti, Mara Region

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