The influence of destinations’ attributes on perceived satisfaction of domestic tourists in Nairobi County

Abstract

The decision of a tourism destination is often shaped by different features which lead potential tourists to make a choice of one destination over another. With passage of time, tourism scope has expanded to include such disciplines as wellness, education, conferences, sports, seminars and religion. This study sought to examine domestic tourists’ perceived satisfaction with destinations’ attributes in Nairobi County. The study adapted a descriptive design to obtain qualitative information on tourists’ perceived satisfaction. A sample of 340 was selected using multistage stratified random sampling out of which 134 responses were received and analyzed being 39% response rate. A questionnaire was used for data collection. Data analysis was done on the relationship between reliability, tangibility, assurance, responsiveness and empathy on one hand and Perceived Domestic Tourists’ Satisfaction. The findings revealed that reliability and tangibility had a significant influence on Perceived Domestic Tourists’ Satisfaction in Nairobi County. Assurance, empathy and responsiveness had a weak and insignificant relationship with Perceived Domestic Tourists’ Satisfaction. The study therefore recommends that the players in the tourism sector should bear in mind factors related to reliability and tangibility when coming up with attributes related to tourist destinations. Moreover, in order to attract domestic tourists, the study recommends that tourist sites should maintain a positive reputation, security, be reliable, good ambience and be accessible.