Service quality expectations and Perceptions of tourists: a study On hotels of Arusha, Kilimanjaro And Manyara regions

Abstract

Service quality in tourism industry has globally grown mainly due to the rise in consumers’ high demand and vigorous competition. Tourism industry contributes about 13% towards Tanzania’s GDP and provides employment to approximately 1.5 million individuals direct and indirect into the sector. Tanzania’s Northern Circuit is considered as an important tourists’ destination and remains competitive centre of attraction due to hosting the world's largest complete volcanic crater, Africa's highest density of big game, and Africa's highest mountain, Mount Kilimanjaro. This study primarily sought to analyze the expectations and perceptions of the three and four-star hotels in Arusha, Kilimanjaro and Manyara Regions which are of the Northern circuit. The study focussed on service quality within the hotel industry. Stakeholders in the hotel industry such as tourists, managers, employees, and Hotels Association of Tanzania (HAT) were interviewed.