An Evaluation of Wildlife Tourism Destinations’ Attributes, Overall Satisfaction and Revisit Intentions: A Tourist Guides’ Perspective

Abstract

This study developed and tested a model integrating associations of tourist guides, wildlife tourism destination attributes, overall satisfaction and revisit intentions. The study is based on a cross-sectional research survey of tourist guides visiting Lake Nakuru National Park (LNNP) in Kenya, where no such investigation has been conducted before. It was grounded on expectation/disconfirmation theory using attitudinal approach to destination loyalty. Data collection was done through self-administered structured questionnaires. Simple random sampling was used to select the sample size of 298 tourist guides during the study period. Data on socio-demographic characteristics was analysed descriptively while the evaluation of the measurement model was done through exploratory factor analysis and path analysis. The results showed a stronger positive association between wildlife resources and satisfaction, followed by cost of attractions, park image and park accessibility. There was a positive but weak relationship between satisfaction and revisit intention. Therefore, wildlife resources, park accessibility, cost of attractions, and park image dimensions are indicators of satisfaction, but satisfaction was not a good indicator for revisit intentions.

Keywords

• wildlife tourism
• destination attributes
• evaluation
• satisfaction
• revisit intention
• tourist guides