The study was undertaken to identify and evaluate variables that contribute to
wildlife tourist satisfaction. Clark et al. (1999) argue that the hospitality and
tourism industries are still relatively under researched. Therefore, this research is
particularly important because it focuses on wildlife tourist satisfaction as
opposed to customer satisfaction in general. According to Teye and Leclerc
(1998), satisfaction is vital for ensuring sustainability of the tourism industry.
Similarly, Bramwell (1998) argues that tourist destinations should offer
exceptional and satisfying products and services in order to retain and attract
more tourists.
The study was conducted at the Chobe National Park (CNP), Botswanaâs largest
and most popular national park. CNP is popular for its abundant and diverse wild
species. Following the arguments on the importance of wildlife tourist satisfaction
the study sought to establish how wildlife touristsâ experiences impact on their
overall satisfaction. The study also assessed the extent to which Chobe National
Park contributes to wildlife tourist satisfaction in relation to the identified
variables.
The convenience sampling method was applied and the success of the pilot
study indicated the usability of the research instrument. The research utilised the
SERV-PERVAL scale (Petrick 2000). The scale was developed to assess service
quality and perceived value. SERV-PERVAL measures quality as a measure of
the supplierâs performance. The measurement of quality is crucial because
quality is argued to be the best predictor of perceived value. Data was collected
by the use of a structured self-completion questionnaire. The questionnaire was
divided into three sections: demographic data, the SERV-PERVAL scale to
assess questions on service quality, perceived value and satisfaction. The third
section was a combination of a Likert scale and open-ended questions gathering
information on expectations and motivations. The descriptive method of analysis, with tables and figures, was applied. The
level of significance between variables was determined through the use of the
correlation analysis, and the multiple regression model was utilised to investigate
the contribution of variables to wildlife tourist satisfaction.
The conclusion derived from the literature reviewed is that the concept
satisfaction is core in the wildlife tourism industry because it involves feelings of
wildlife tourists after experiencing wildlife tourism services. The literature has
positively associated and it emphasised the importance of several concepts to
wildlife tourist satisfaction. These concepts are: service quality, price and value
for money, tourist experience and expectations.
While the results of the survey condoned the significance of service quality, price,
value for money and tourist experience to wildlife tourist satisfaction, they also
indicated and emphasised the importance of wildlife-related variables. These are:
safety measures from attack by wild animals, availability and diversity of wild
species, condition of vegetation in the wildlife area and accessibility. It is through
the use of these variables that wildlife tourists evaluate their experiences and
rate their satisfaction levels.
Some of the results are, however, in conflict with two arguments found in the
literature. Firstly the results contradicted the argument that wildlife tourists
assess their satisfaction on the basis of whether or not their initial expectations
were met. Some tourists indicated they had a satisfactory experience and yet
they did not have prior expectations before they travelled to CNP. As a result,
touristsâ expectations were found not to be one of the critical variables that
contribute to wildlife tourist satisfaction.
Secondly, despite the argument that one benefit of tourist satisfaction is the revisits
by satisfied tourists, satisfied wildlife tourists in this study indicated they
were satisfied with their experience but would not re-visit CNP, mainly because
they had other commitments.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:ufs/oai:etd.uovs.ac.za:etd-09052008-065741 |
| Date | 05 September 2008 |
| Creators | Moreri-Toteng, Amanda B |
| Contributors | Prof M Saayman, Prof HJ Bloemhoff |
| Publisher | University of the Free State |
| Source Sets | South African National ETD Portal |
| Language | en-uk |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.uovs.ac.za//theses/available/etd-09052008-065741/restricted/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to University Free State or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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