Assessing the Visitors Motivation and Satisfaction in the Ngorongoro Conservation Area

Abstract

Tourism Industry in Sub Sahara Region has been operating on competition poses basing on the same resources which are wildlife and nature as the products in service. Many of the areas to visit by the tourists are still natural and some of them are exist under diminishing status because of the use since establishment. That needs resources engineering to motivate the tourists who wish to visit and are mostly changing the tourism tests all the time. Tanzania has about 30% of its territorial land for Natural resources where tourism is basically commenced. Tourism is a leading industry that contributes about 7.1% to the Tanzania GDP; therefore it needs some resources rehabilitation and re-designed to motivate the visitations.

Ngorongoro Conservation being one of the protected areas in Tanzania gets about half of the tourists (611,767 by 2014) who visit Tanzania (1,410,156 by 2014). The resources for tourism are in different status i.e., Developed and Over utilized, Developed and Underutilized, Undeveloped and over utilized, Undeveloped and underutilized. These are the areas that needs status evaluation and developed to motivate the visitors for more stay in the Ngorongoro area and realize more revenue gains.

With 725 questionnaires collected during survey, visitors category identified and their expectations were measured and all that revealed the fact that the Ngorongoro resources needs rehabilitation (Push factor) to motivate the visitors to select the area as a destination to visit (pull factor). Capacities for a tourist buy a vacation were measured through income of the respondents which is important factor during resources development to motivate the tourists. The response from Non residents respondents were 40% who they earned less than $50,000/year, which is more than those under 29 years old (33%) and 77% earned under $100,000/year. Only 7% claimed an income over $250,000/year which would be considered upper middle to wealthy in Western societies.

With the income status, awareness of the Ngorongoro as destinations were measured and level of package for visitation were measured. The findings revealed that most of the visitors know the Ngorongoro from Tour Operators package or programs (29.2%) of the respondents against the NCAA trade fairs and Expo attending campaign (2.2%). The marketing strategies for Ngorongoro Conservation area should look the possibilities to creating imagination impacts to the visitors before their arrivals to the NCA. It was further discovered that there is no enough efforts have been put on resourced development and use of the available resources to motivate the tourists. More effort is required for marketing the unique resources available in Ngorongoro Conservation Area; convince more stay of the tourists, accruing more revenue and maneuver the a challenge over the tourism threats identified in the area.