DETERMINANTS OF TOURIST SATISFACTION: EVIDENCE FROM TOURIST DESTINATION SITES IN AMHARA REGION, ETHIOPIA

Abstract

The objective of this study is to examine determinants of tourist satisfaction in Amhara region in order to identify the significant factors which contribute more to tourists' satisfaction and to come up with possible policy recommendations. Quantitative research approach with explanatory research design was employed. The constructs used in the research were formulated based on the extant literature review which includes destination image, expectation, perceived quality, and perceived value and the dependent construct being tourists' satisfaction. Purposive sampling technique was applied and a total of 200 qualified questionnaires were used for the data analysis. Structural equation modeling using AMOS 22 was employed for data analysis. Based on the result, destination image is found to be the most important predictor and cause of tourists' satisfaction through its total effect on the other constructs. Hence recommendation was made to focus on destination image while formulating and implementing tourism policy and strategy.