Tourists’ Satisfaction on the Travel and Tourism Pillars in North Tanzania

Abstract

Tanzania has reached historic heights in which tourism arrivals surpass 1.6 million in year ending May 2023 despite of the cumulative effects of the shocks of the war in Ukraine and the hanging over of the COVID-19 pandemic. Travel and Tourism Pillars are ones of the factors that influence historic heights of arrivals in tourism.  However, tourists’ satisfaction on the given travel and tourism pillars in North Tanzania is not yet established. Therefore, this study evaluated tourists’ satisfaction on the travel and tourism pillars in North Tanzania. Using Experiential Learning Theory (ELT), the visiting tourists in North Tanzania were specifically asked to evaluate their level of satisfaction on travel and tourism pillars. This study used positivism philosophy, quantitative approach, and descriptive design with cross-sectional survey. The population of this study were 277 visiting tourists in Arusha, Kilimanjaro and Manyara. The data were collected using questionnaire from the respondents using multi-stage (purposive, stratified and convenient) sampling technique. The collected data were analysed using Descriptive Statistics. The findings indicate that, the visiting tourists were dissatisfied on the infrastructures; satisfied on the enabling environment, policy and enabling conditions; and very satisfied on natural and cultural resources pillars. Basing on theoretical implications, the tourists weigh tourism and travel pillars differently. With implications, this study advocates for urgent need for infrastructure improvement; continuous maintaining and reinforcing of strong policies and enabling conditions; as well as continuous preserving and promotion of natural and cultural assets in Tanzania.