Satisfaction of foreign tourists in Ethiopia: using holiday satisfaction model

This study was designed to investigate the satisfaction level of foreign tourists in Ethiopia and identify the underlying dimensions of destination attributes of Ethiopia. An exploratory study was carried out in three world heritage sites inscribed by UNESCO and 286 tourists were included in the study. Descriptive statistics, paired sample t-test and exploratory factor analysis were used. The findings show that in 11 out of 25 positive attributes, the performance ratings were significantly higher than the expectations of holidaymakers. However, foreign tourists were dissatisfied with six out of eight negative destination attributes. The findings indicate that Attraction sites and history and Leisure activities and facilities were the two most important dimensions of destination attributes of Ethiopia. The implications will help destination managers to realise the level of tourists' satisfaction and improve certain attributes and areas where dissatisfaction was observed.