Determinants of Tourist Satisfaction: Visitor Survey in Ngorongoro Conservation Area Authority (NCAA)

This paper aimes to determine tourist satisfaction level in Ngorongoro Conservation Area using various attributes of service quality. This is because currently there are great numbers of tourists who are coming from various countries to visit the area and hence cause the conservation area to be over crowded in most of the time. Data for this study were collected through questionnaires, observations and interviews, various methods were used in the analysis; Chi-Square was used to the ground that the data collected were non- parametric and were in nominal form. The Kolmogorov Simonov was used due to the fact that some data were non-parametric and was in ordinal form. Frequencies and percentage were used in order to determine the overview of the research concerning satisfaction. In analyzing the situation it was found out that more than 50% of the tourist were satisfied with the services. Roads, few staffs, fewer modern equipment and few information Centre’s were major constrains. This study concludes that , the service quality makes longer tourist stays, revisits positive word-of-mouth. Several recommendations were made; first, comprehending what tourists seek at attractions will help tourism marketers better understands their customers. Second, identifying which attributes satisfy the tourists who visit the area will help tourism planners to develop appropriate strategies. Third, knowing who the satisfied tourist are may help to reduce marketing costs and maintain market sustainability.