Influence of Destination Image and Service Quality on International Tourists’ Perceived Value in Serengeti National Park, Tanzania

Abstract

Perceived value, which is an outcome of tourists’ evaluation of costs and benefits of a trip, is crucial for sustained destination performance. This study examined the influence of destination image and service quality on the international tourists’ perceived value. The study involved 1,148 tourists who visited Serengeti National Park between March and September 2019. A survey questionnaire was used to collect data at the park’s exit gates. Using a Structural Equation Modelling as a major analytical technique, the findings revealed that destination image had positive and significant effect on perceived value. This implied that tourists’ perceived image of destination played a decisive role in tourists’ perceived value. Similarly, service quality had positive and statistically significant effect on perceived value. Tourists’ perceived value was contributed by both perceived image and quality of services offered to them while in the park. The study calls for continued efforts to maintain the good image of the park through advertisements of its attractive features to the international communities. SENAPA administration in collaboration with owners of hotels and lodges in the park should improve quality of services in order to make tourists realize value for their trips.