Antecedents of International Tourists’ Destination Loyalty to Serengeti National Park in Tanzania

Abstract

Tourists‟ loyalty is critical for the performance of any tourism destination. However, while Serengeti National Park (SENAPA) found in the northern Tanzania is one of the most famous tourists‟ destinations in Africa, its performance is low compared to similar parks on the continent. This study was conducted to assess the antecedents of international tourists‟ destination loyalty while focusing at Serengeti National Park in Tanzania. The study intended to meet four objectives which were to: assess tourists‟ satisfaction with quality of services offered in the park; assess the influence of destination image and service quality on perceived value; assess the effects of destination image, perceived value and service quality on tourists‟ satisfaction; and assess the determinants of tourists‟ loyalty to Serengeti as a destination. The study was guided by positivism research paradigm with an explanatory research design. Target population for this study comprised international tourists who visited SENAPA between March and September in 2019. The study adopted non-probability convenience sampling technique whereby the researcher involved tourists who were accessible and willing to participate in the study. A total of 1 148 respondents were involved. Primary data were collected by using a structured survey questionnaire while secondary data were obtained from the official websites of some National Parks in Africa. Paired sample t-test was used to assess extent to which tourists were satisfied with quality of services offered in the park. Based on the Expectancy Disconfirmation Theory (EDT), tourists‟ satisfaction was the difference between expectation and perceived experience. Structural Equation Modelling (SEM) technique was used for the analyses of data for second, third and fourth objective. Findings of this study revealed that tourists were satisfied with quality of tangibles found at SENAPA, reliability of service providers, responsiveness as well as empathy of service providers. The findings also showed that tourists were not satisfied with the assurance dimension of service quality which was concerned with service providers‟ knowledge, courtesy, and ability to inspire trust and confidence to visitors. Findings also revealed that destination image and service quality had positive and statistically significant effect on perceived value. Further findings revealed that service quality (SQ) had a positive significant effect on tourists‟ satisfaction (SAT). Similarly, destination image (DI) and perceived value (PV) were found to be positive predictors of tourists‟ satisfaction. The effects of service quality and destination image on tourists‟ satisfaction were maximized when mediated through perceived value. Lastly, the findings showed that service quality, destination image, partial mediation effect on the relationship between service quality, destination image and perceived value on one hand and destination loyalty on the other. Although tourists were satisfied with quality of services offered to them while visiting SENAPA, customer care services among services‟ providers were poor. Quality of perceived image of SENAPA as well as quality of services provided enhanced tourists‟ perceived value. Tourists realized value for visiting the park given that benefits enjoyed during their trips outweighed the costs involved. Provision of services of high or appreciable quality increased the propensity of international tourists to remain loyal to a destination. Perceived value and satisfaction were critical determinants of tourists‟ loyalty to SENAPA. In view of the findings, SENAPA should strive to maintain its good image through marketing strategies including advertisements and promotions through international media, international tourism exhibitions and social media. Service providers in SENAPA like tour companies, hotel and lodge operators should use relevant modern service provision facilities which meet the demand of their customers. The management of the park in collaboration with other service providers in the park like hotel and lodge operators provide services of good quality at affordable costs. Tanzania National Parks (TANAPA) should make efforts that would enhance perceived value among the international tourists by making direct costs charged on individual tourists like park entry fees and taxes competitive compared to similar parks in Africa.