Perceived effects of service quality attributes on visitor satisfaction in Kisumu Impala sanctuary, Kisumu County, Kenya.

Abstract

Tourism destinations are operating in an increasingly experience-oriented economy with visitors seeking customized products and demanding superior service quality. Consequently, the tourism industry tends to be shaped by trends linked to increasing number of visitors. Kisumu Impala Sanctuary however has recorded a fluctuating number of domestic visitors and low number of foreign visitors. Despite the significance of service quality in the tourism industry, few studies have attempted to examine the effects of service quality attributes on visitor satisfaction in Wildlife Sanctuaries. Hence, this study used the case of Kisumu Impala Sanctuary to investigate the effect of perceived service quality attributes on visitor satisfaction in wildlife sanctuaries with a specific focus on the effect of tangibility, reliability, responsiveness and price on visitor satisfaction. The study was informed by the modified SERVQUAL model and adopted both descriptive and explanatory research designs. Systematic random sampling technique was used to select a sample of 384 respondents from a target population of 12,072 visitors. Questionnaires were used to collect primary data. While descriptive statistics were used to summarize the data and examine the condition of service quality delivery attributes at the Sanctuary, multiple regression analysis was used to establish the effect of selected service quality attributes on visitor satisfaction. Chi- square goodness of fit was also used to determine whether there was a significant difference between those who were satisfied with entrance fee and those who were not satisfied. The research findings demonstrated that the main tangibility attributes that affected visitor satisfaction included the diversity of wild animals (β =0.221, p=0.04), nature of trails (β=-0.101,p=0.03) and dress code of staff (β=0.125,p=0.037). The reliability attributes that affected visitor satisfaction to a great extend included availability of staff to attend to visitors (β=0.150,p=0.004), quality of service (β= 0.152, p=0.013) and speed of service (β= 0.091,p=0.017.Also the he level of satisfaction among visitors with price charged at Kisumu Impala Sanctuary was significantly different (X2=180.60, df=4p<0.001). The regression model (R2=0.66; F=2.743; df=4; p=0.029) showed that service quality attributes under investigation accounted for 66% of the variation in visitor satisfaction. Tangibility (β1= 0.74; p= 0.0025), Reliability (β2= 0.71; p=0.0028) and Price (β4= 0.170; p=0.003) significantly affect visitor satisfaction. The study therefore concludes that satisfaction of visitors to Kisumu Impala Sanctuary was majorly affected by tangibility, reliability and price. The study therefore recommends diversification of wildlife in the Sanctuary, ensuring clean and accessible trails with a big width in the Sanctuary. Designate staff at key information points in the Sanctuary especially around the cages so that they are available to serve visitors. Improve on speed of service as well as establish standard procedures to guide employees to provide quality services. Finally focus on setting favourable price while enhancing quality service to reflect the value and worth of the Sanctuary.