Determinants of tourists' satisfaction in Etosha National Park, Namibia

Abstract

Although tourism is one of the fastest growing industries in the world and contributes to socio-economic development, most tourist destinations are faced with the challenge of ensuring tourist satisfaction. Understanding determinants of tourism satisfaction through tourists’ experiences on destinations could help improve the potential for tourism growth. This study was conducted in the Etosha National Park (ENP). Data collection was during the low and high seasons in February 2010 and September 2011, respectively. A total of 150 tourists were interviewed during both seasons. Results indicated that over 80% of visitors to Etosha National Park were of international origin of which more than half were first time visitors and self-drive tourists. In addition, the majority of tourists toured in groups of either related (51%) or non-related (44%) of 2-4 individuals. Tourists experienced crowding during the high season compared to the low peak season at different sites within the Park. Attractiveness of the Park, its facilities and its cleanliness were the major determinants of tourist satisfaction to the Etosha National Park. Specifically, the cost of accommodation and services, road infrastructure, environmental related issues, park management and control were among the issues tourists shared their experiences on during their visit to the ENP. Therefore, there is need to develop further tourist satisfaction research in ENP and in Namibia in order to provide a useful body of knowledge and guidance to tourism planners, managers, decision makers and marketers on the factors influencing tourist satisfaction in the Namibian context.