Determinants of Tourist Satisfaction : Evidence from Tourist Destination Sites in Amhara Region, Ethiopia

Abstract

The objective of this study is to examine determinants of tourist satisfaction in Amhara region in order to identify the significant factors which contribute more to tourists' satisfaction and to come up with possible policy recommendations. Quantitative research approach with explanatory research design was employed. The constructs used in the research were formulated based on the extant literature review which includes destination image, expectation, perceived quality, and perceived value and the dependent construct being tourists' satisfaction. Purposive sampling technique was applied and a total of 200 qualified questionnaires were used for the data analysis. Structural equation modeling using AMOS 22 was employed for data analysis. Based on the result, destination image is found to be the most important predictor and cause of tourists' satisfaction through its total effect on the other constructs. Hence recommendation was made to focus on destination image while formulating and implementing tourism policy and strategy.

Implementation of the ecohumanist concept in the Grand Maerakaca tourism space, Semarang, Indonesia

“…Thus, tourist satisfaction will be achieved because it meets the quality of service and the expectations of the customer. Vice versa, if customer expectations are not met and the quality of service is below the standard, the customer will be disappointed and may leave the service provider and maybe pass on these problems to others (Aliman et al, 2016;Corte et al, 2015;Durie & Kebede, 2017;Irawan, 2017;Marinao, 2018;Utama et al, 2020).…”

“…Many tourist destinations are successful, but not a few fail and eventually close due to tourist inconvenience and dissatisfaction (Sari et al, 2022a). Some reasons are related to entertainment, accommodation, service and quality, price and value, cleanliness, destination image, information accessibility or lack of disabled friendly infrastructure (Aliman et al, 2016;Armario, 2008;Corte et al, 2015;Durie & Kebede, 2017;Irawan, 2017;Nastabiq & Soesanto, 2021). The result is that tourists feel that the benefits or perceived value related to the enjoyment of the experience have not been achieved (Durie & Kebede, 2017;Marinao, 2018).…”

“…Some reasons are related to entertainment, accommodation, service and quality, price and value, cleanliness, destination image, information accessibility or lack of disabled friendly infrastructure (Aliman et al, 2016;Armario, 2008;Corte et al, 2015;Durie & Kebede, 2017;Irawan, 2017;Nastabiq & Soesanto, 2021). The result is that tourists feel that the benefits or perceived value related to the enjoyment of the experience have not been achieved (Durie & Kebede, 2017;Marinao, 2018). There is also a lot of effort by tourist managers to brand their destinations using certain themes: cultural, heritage, dark, religious, medical and many more; to provide travel products that are unique and different from others (Ðurašević, 2014;Richard et al, 2017;Robinson et al, 2011;Shalbafian et al, 2020).…”