Effects of Tour Company’s Service Quality on Tourists’ Revisit Intention in Arusha Tourist Destinations.

Abstract

Currently, tourists revisit intention is fundamental given stiff competition experienced in tourism industry worldwide. This necessitated stakeholders in tourism industry to put emphasis on re-visitation which seems to be a big challenge in modern marketing. As such, the present study aimed to examine the effect of tour Company‟s service quality on tourist‟s revisit intention in Arusha tourism destinations. In particular, the study assessed the tour companies‟ services tangibles on tourists revisit intention; determined the influence of tour companies‟ services responsiveness on tourist‟s revisit intention; and ascertained the influence of tour companies‟ service assurance on tourist‟s revisit intention. The study deployed crosssectional research design where data were collected using survey which employed questionnaires to obtain data from 384 respondents being the sample size for the study. Further, descriptive statistics and binary logistic regression model were used for data analysis. The findings revealed that tangibles, responsiveness and assurance had positive index which implies that tourists were delighted by service provided. It was also found that tourists revisit intention, tangibles, responsiveness and assurance had positive relationship and significant at p = 0.01. Furthermore, the findings stressed that tangibles and responsiveness tested significant to the study at p<0.05 which implies that the variables influence the likelihood of tourists to revisit Arusha tourists destinations contrary to assurance which tested insignificant. The findings conclude that tour company‟s service quality dimensions (responsiveness and tangibles) are more significant for tourists revisit intention at Arusha tourist‟s destinations. Hence tour companies, government and tourists authorities have to improve these dimensions to increase tourist‟s revisit intention.