Tourism attractions and satisfaction of Amboseli National Park, Kenya

Abstract

Tourism is a lucrative but fragile business. Most tourism in Kenya is wildlife based and wildlife conservation is greatly funded by the revenue generated from tourism. Therefore, it is essential to evaluate tourist satisfaction and expectations in order to ensure and maximize ecotourism as an economic asset to support wildlife and manage protected areas wisely. Currently, marketing for East Africa involves seeking specific species like the big five. This study investigated tourism satisfaction in two lodges in Amboseli National Park. Questionnaires were designed to determine levels of satisfaction, animals heavily sought after, opinions on cultural attractions, and Mt. Kilimanjaro. Sixty-six percent of tourists were highly satisfied in Amboseli and 99% would recommend the park to other tourists. Tourists were looking for a variety of wildlife rather than one specific species. Highly ranked animals included the black rhinoceros, African elephant, cheetah, African lion, and Maasai giraffe. Most people thought Mt. Kilimanjaro was an attraction for the park and about half expressed interest in the local Maasai culture. While large mammal species collectively brought satisfaction to tourists, the species were not necessarily members of the big five. Results indicated the big five were not important as a tourist attraction. Instead, tourists were interested in a variety of attractions including culture and landscapes.