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Kenyatta University (2021)

Influence of Tour Guiding Serviceon Tourist Satisfaction in Masai Mara National Reserve, Narok County, Kenya Quality

Gitonga, James Nguya

Titre : Influence of Tour Guiding Serviceon Tourist Satisfaction in Masai Mara National Reserve, Narok County, Kenya Quality

Auteur : Gitonga, James Nguya

Université de soutenance  : Kenyatta University

Grade : Master of Science in Tourism Management 2021

Résumé partiel
The competitiveness of a destination is determined by the quality of services offered. Tour guides play an important role in meeting the perception and expectations of the tourists in a destination. Quality tour guiding services have ultimate effects on customer satisfaction with the services offered in a destination. There is limited research on tour guiding service quality and customer satisfaction in Kenya, thus the need to explore the influence of tour guiding service quality on the customer satisfaction in Masai Mara National Reserve (MMNR), Narok County, Kenya. The objectives of the study were ; to assess tour guiding competencies that influence quality guiding services ; to determine the influence of core tour guiding service delivery aspects on customer satisfaction ; to determine the effects of tour guides’ customer orientation on customer satisfaction ; and to examine the moderating influence of the status of the sightseeing vehicles on the relationship between tour guiding service quality and customer satisfaction in MMNR. The study used a cross-sectional research design to evaluate the influence of tour guiding services on customer satisfaction. Primary data was collected from 311 tourists staying in camps and lodges in and around the MMNR and 10 Nairobi based tour operators. A questionnaire was used for the tourist respondents while an interview schedule was used for the tour operators. Descriptive statistics and regression analysis was used to analyse the data. Results indicate that tour guiding competencies significantly and positively influenced customer satisfaction. There was a high degree of correlation between tour guiding competencies and customer satisfaction (R=0.805) accounting for 76.4% of the relationship. Punctuality, keen sense of direction and enthusiasm being the most satisfying elements.

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Page publiée le 16 mai 2022