Open Access Subscription Access
Open Access Subscription Access
Attractiveness of Gambella as a Tourist Destination:An Importance - Performance Analysis
Ethiopia was selected the World Best Tourist Destination for 2015 by the European Council for Tourism and Trade (ECTT) however there are some places within Ethiopia that still lag behind in being attractive tourist destinations. One such place is Gambella and therefore, in this study an attempt was made to understand the issues because of which Gambella has not been a preferred choice of tourists. Consequently, after going through number of researches regarding destination competitiveness 28 attributes were selected for the study to understand competitiveness of Gambella as a tourist destination. Only international tourists above the age of 18 years were selected for the study so as to avoid bias, to have reliable results and to know the issues in depth as usually international tourists are well travelled. A total of 78 international tourists participated in the study who visited Gambella during November 2016 to April, 2017. Census survey was deployed as the number of tourists coming to Gambella was very low despite of being the peak season there at the above mentioned time. The main technique used for analysing the data was importance performance analysis keeping in view its popular usage in such types of studies. It was found that though Gambella can boast of natural beauty, distinctive local feature, churhes and behaviour of host community still it needs to immediately concentrate upon water services, wildlife, signposts, security, information centres activities for children to attract more number of tourists.
Tourist Satisfaction, Importance Performance Analysis, Destination Attractiveness.
- Almanza, B. A., Jaffe, W., & Lin, L. (1994). Use of the service attribute matrix to measure consumer satisfaction. Hospitality Research Journal, 17(20), 63-75.
- Crouch, G. I., & Ritchie, J. R. B. (2005). The competitive destination: A sustainable tourism perspective. CABI, Wallingford, UK.
- Enright, M. J., & Newton, J. (2004). Tourism destination competitiveness: A quantitative approach. Tourism Management, 25(6), 777-788.
- Enright, M. J., & Newton, J. (2005.). Determinants of tourism destination competitiveness in Asia Pacific: Comprehensiveness and universality. Journal of Travel Research.
- Evans, M. R., & Chon, K. (1989). Formulating and evaluating tourism policy using importance-performance analysis. Hospitality Education and Research Journal, 13(3), 203-213.
- Ferrario, F. F. (1979). The evaluation of tourist resources: An applied methodology. Journal of Travel Research, 18-22.
- Gartner, W. (1996). Tourism development principles, processes, and policies. Canada: John Wiley & Sons.
- Gunn, C. A. (1994). Tourism planning (3rd ed.). Washington: Taylor & Francis.
- Hawes, J. M., & Rao, C. P. (1985). Using importance-performance analysis to develop health care marketing strategies. Journal of Health Care Marketing, 5(4), 19-25.
- Hu, Y., & Ritchie, J. R. B. (1993). Measuring destination attractiveness: A context approach. Journal of Travel Research, 25-36.
- Inskeep, E. (1991). Tourism planning: An integrated and sustainable development approach. New York: Van Nostrand Reinhold.
- Kothari, C. R. (2004). Research methodology: Methods and technique (2nd ed.) New Age International. New Delhi. India.
- Lambert, D. M., & Sharma, A. (1990). A customer-based competitive analysis for logistics decisions. International Journal of Physical Distribution & Logistics Management, 20(1), 17-24.
- Lewis, R. C. (1984). The basis of hotel selection. Cornell Hotel and Restaurant Administration Quarterly, 25(3), 54-69.
- Lewis, R. C., & Chambers, R. E. (1989). Marketing leadership in hospitality. New York: Van Nostrand Reinhold.
- Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, (Jan), 77-79.
- Matzler, K., Fuchs, M., & Schubert, A. K. (2004a). Employee satisfaction: Does Kano’s model apply? Total Quality Management & Business Excellence, 15(9/10), 1179-1198.
- Mayo, E. J., & Jarvis, L. (1981). Psychology of leisure travel. Boston: C.B.I Publishing.
- Middleton, V. T. C. (2001). Marketing in travel and tourism (3rd ed.). London: Butterworth-Heinemann.
- MOCT (2015). Annual report. Addis Ababa, Ethiopia.
- Myers, J. H. (2001). Measuring customer satisfaction: Hot buttons and other measurement issues. Chicago: American Marketing Association.
- Navickas, V., & Malakauskaite, A. (2009). The possibilities for the identification and evaluation of tourism sector competitiveness factors. Engineering Economics, 1(61), 37-44.
- Qu, H., & Sit, C. Y. (2007). Hotel service quality in Hong Kong. International Journal of Hospitality & Tourism Administration, 38(3), 49-72.
- Ritchie, J. R. B., Crouch, G. I., & Hudson, S. (2001). Developing Operational Measures for the Components of a Destination Competitiveness I Sustainability Model: Consumer versus Managerial perspectives.
- Sethna, B. N. (1982). Extensions and testing of importance-performance analysis. Business Economics, (September), 28-31.
- Taplin, R. H. (2012). The value of self-stated attribute importance to overall satisfaction. Tourism Management, 33(2), 295-304.
- UNWTO (2004). Sustainable Tourism, WTO, Madrid.
Abstract Views: 8
PDF Views: 0