Determinants of International Tourist Length of stay and Its

Implication on Destination Performance: a case of Amhara National

Regional State.

Hawassa University

College of Business and Economics

School of Hotel and Tourism Management

MA Thesis

By: Negese Teshager

May 2019

Hawassa, Ethiopia

Determinants of International Tourist Length of stay and Its

Implication on Destination Performance: a case of Amhara National

Regional State.

By: Negese Teshager

ID Noumber:PGHMR/011/10

This Thesis is submitted to Hawassa University School of Graduate

Studies in partial fulfillment of the requirements for the Degree of

Master of Arts in Hospitality Management (MHM)

Principal Advisor: Dr. Amare Nega (PhD)

Co-Advisor: Yeshwazerf G/wolde (MA)

Hawassa University

College of Business and Economics

School of Hotel and Tourism Management

May, 2018

Hawassa, Ethiopia

I

DECLARATION

I, the undersigned, declare that this study entitled “Determinants of International Tourist

Length of stay and Its Implication on Destination Performance: a case of Amhara National

Regional State.” is my own work. I have undertaken the research work independently with the

guidance and support of my principal advisor Dr. Amare Nega and Co-advisor Yeshwazerf

G/wold. This study has not been submitted for any Degree or Diploma in this or any other

institutions and that all sources of materials used for the thesis have been duly acknowledged.

Declared by

Name______________________

Signature__________________

Date ______________________

Place _____________________

I

SCHOOL OF GRADUATE STUDIES

HAWASSA UNIVERSITY

ADVISORS’ APPROVAL SHEET

This is to certify that the thesis entitled “Determinants of International Tourist Length of stay

and Its Implication on Destination Performance: a case of Amhara National Regional

State” submitted in partial fulfillment of the requirements for the degree of Master of Art Degree

in Hospitality Management, the Graduate Program of the School of Hotel and Tourism

Management, and has been carried out by Negese Teshager,ID.No PGHMR/011/10, under our

supervision. Therefore we recommend that the student has fulfilled the requirements and hence

hereby can submit the thesis to the school of Hotel and Tourism Management.

Amare Negea Wondirad 20/9/2011

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II

EXAMINERS’ APPROVAL SHEET

HAWASSA UNIVERSITY

SCHOOL OF GRADUATE STUDIES

We, the undersigned, members of the Board of Examiners of the final open defense by Negese Teshager

have read and evaluated his/her thesis entitled “Determinants of International Tourist Length of

stay and Its Implication on Destination Performance: a case of Amhara National Regional

State.”, and examined the candidate. This is, therefore, to certify that the thesis has been accepted in

partial fulfillment of the requirements for the degree of Master of Arts in Hospitality Management.

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SGS Approval Signature Date

Final approval and acceptance of the thesis is contingent upon the submission of the final copy of

the thesis to the School of Graduate Studies (SGS) through the School Graduate Committee

(DGC/SGC) of the candidate‟s department.

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Remark

Use this form to submit the thesis with minor correction suggested by the examining

board.

I

ACKNOWLEDGEMENT

This study was not the result of an individual endeavor. It was accomplished with the assistance

of many people to whom I am very indebted. My first gratitude directly goes to Dr. Amare Nega

who gave me his priceless comments and constructive critiques. In deeded, he played a very

critical role in improving my conceptual and analytical thinking for successful completion of this

thesis.

Secondly, I would like to appreciate Yeshewazerfe G/Wolde for her continuous guidance and

assistance throughout this study. My exceptional heartfelt gratefulness goes to tour guides and

airport staff of Bahir Dar, Gondar, Lalibela and Semien Mountain National Park.

Special thanks given to Hawassa University that covered financial matters required for the study

and Bahir Dar University who arranged SPSS training. Besides, I want to express my gratitude to

my friends especially, Mr. Yihalem Kebete(who assisted me in each phases of the thesis),

Mr.Belachew Kassahun (who helped me by giving his unreserved guidance).

II

Abstract

Tourist length of stay is one of the most important factors indicating consumption levels

and the contribution of tourism to a destination. This study examines issues that determine

international tourist length of stay in Amhara National Regional State. To that end, it reveals to

what extent attraction, service quality, price, tourist facility, safety and security and tour

operator itinerary affect tourist length of stay in the study area. The researcher employed

convenience sampling technique to distribute survey questionnaires and quantitative approach

was followed. Primary data were collected through survey questionnaire whereas secondary

data source from direct journals, tour operator brochures, Amhara National Regional State

culture and tourism bureau and ministry of culture and tourism bureau flayers and website. A

self-administrated questionnaire was designed and distributed to 200 international tourists

visiting Amhara National Regional State during the period of data collection. Multiple linear

regression with the help SPSS version 20 employed to analyze data. The result of the current

study unfold that tour operator itinerary (B=-0.007, P>0.05), attraction (B= 0.393), P<0.05),

tourist facility (B=0.834, P<0.05), safety and security (B= 0.37, P<0.05), price (B= -0.18,

P<0.05), service quality (0.051, P<0.05). Findings revealed that attraction, tourist facility,

service quality, price, safety and security have significantly relation with international tourist

length of stay whereas tour operator itinerary has insignificant effect on international tourist

length of stay in Amhara National Regional State. The result of this study benefits tourist

destinations management bodies and all stakeholders striving to offer tourism services to visitors

coming from different corners of the globe and conceptual framework is proposed in the field of

tourist length of stay determinants.

Key words: Length of Stay, international Tourist, Determinants, Destination, Amhara National

Regional State

III

Table of Contents

CHAPTER ONE ............................................................................................................................. 1

INTRODUCTION .......................................................................................................................... 1

1.1. BAGROUND OF THE STUDY ...................................................................................... 1

1.2. Statement of the problem ................................................................................................. 3

1.3. Objective of the study .......................................................................................................... 6

1.3.1 General objective ............................................................................................................ 6

1.3.2. Specific objective ...................................................................................................... 6

1.4. Hypothesis setting ............................................................................................................ 7

1.5. Variables of the study ........................................................................................................... 7

1.6. Contributions of the study .................................................................................................... 7

1.6.1. Managerial contributions ............................................................................................... 7

1.6.2. Existing body of knowledge .......................................................................................... 8

1.7. Scope of the study ................................................................................................................ 8

1.7.1. Conceptual scope ........................................................................................................... 8

1.7.2. Geographical/Study Area Coverage .............................................................................. 9

1.7.3. Time Coverage .............................................................................................................. 9

1.7.4. Methodological scope .................................................................................................... 9

1.8. Definition of key Terms ..................................................................................................... 10

1.9. Organization of the Study .................................................................................................. 10

CHAPTER TWO .......................................................................................................................... 11

REVIEW OF RELATED LITERATURES .................................................................................. 11

2.1. Introduction ........................................................................................................................ 11

2.2. Concepts and Definition of length of stay .......................................................................... 11

2.2.1 Tourist Length of stay in the world .............................................................................. 12

2.2.2 Tourist Length of stay in Africa ................................................................................... 13

2.2.3 Tourist Length of stay in Ethiopian .............................................................................. 13

2.3. Determinants of tourist length of stay ................................................................................ 14

2.3.1 Attractions .................................................................................................................... 14

2.3.2. Tourist facilities at a Destination ................................................................................. 17

2.3.3 Price at Destination ....................................................................................................... 21

IV

2.3.4. Service quality ............................................................................................................. 22

2.3.5. Safety and security ....................................................................................................... 25

2.3.6. Tour itinerary ............................................................................................................... 26

2.4. Conceptual framework of the study ................................................................................... 28

2.5. Summary ............................................................................................................................ 29

CHAPTER THREE ...................................................................................................................... 30

METHODOLOGY OF THE STUDY .......................................................................................... 30

3.1 Description of the study area ............................................................................................... 30

3.2. Tourist flows and economic contributions ......................................................................... 32

3.3. Major tourist attraction in Amhara National Regional State.............................................. 32

3.3.1. Bahir Dar ..................................................................................................................... 32

3.3.2. Gondar ......................................................................................................................... 34

3.3.3. Lalibela ........................................................................................................................ 35

3.3.4. Semein Mountain National Park.................................................................................. 36

3.4. Amhara National Regional State Tourist flow & Income statics ................................... 37

3.5. Research Design ................................................................................................................. 38

3.6. Research Approach ............................................................................................................ 38

3.7. Target population of the Study ........................................................................................... 38

3.8. Sampling Techniques and Sample Size Determination ..................................................... 38

3.8.1. Sampling Techniques .................................................................................................. 38

3.8.2. Sample Size ................................................................................................................. 39

3.9. Source of Data .................................................................................................................... 40

The current study has employed both primary and secondary data. ......................................... 40

3.10. Data collection Instrument ............................................................................................... 40

3.10.1. Questionnaire ............................................................................................................. 40

3.11. Validity and reliability of data collection instruments ..................................................... 42

3.12. Method of Data Analysis.................................................................................................. 42

3.13. Model of Specification ..................................................................................................... 42

3.14. Ethical Considerations...................................................................................................... 44

CHAPTER FOUR ......................................................................................................................... 45

DATA PRESENTATION, INTERPRETATION AND DISCUSSION ...................................... 45

V

4.1. Introduction ........................................................................................................................ 45

4.2. Questionnaire distributed and response rate....................................................................... 45

4.3. General information about the respondents ....................................................................... 46

4.4 Reliability analysis .............................................................................................................. 48

4.5. Mean Comparisons of the study ......................................................................................... 48

4.6. Multiple Linear Regression Model .................................................................................... 50

4.7. Testing Regression Assumptions ....................................................................................... 50

4.7.1. Normality Test ............................................................................................................. 50

4.7.2. Multicollinearty Test (between Independent Variables by Using VIF) ...................... 51

4.7.3. Normality Assumption Standardized Residuals. ......................................................... 53

4.8. Regression result analysis .................................................................................................. 54

4.8.1. Test of autocorrelation ................................................................................................. 55

4.8.2. Multicollinearity Test .................................................................................................. 55

4.8.3. Hypothesis testing........................................................................................................ 57

4.8.4. Attraction ..................................................................................................................... 59

4.8.5. Tourist Facilities .......................................................................................................... 60

4.8.6. Safety and security ....................................................................................................... 60

4.8.7. Service quality ............................................................................................................. 60

4.8.8. Price ............................................................................................................................. 61

4.8.9. Tour operator itinerary ................................................................................................. 62

CHAPTER FIVE .......................................................................................................................... 63

CONCLUSIONS AND RECOMMENDATIONS ....................................................................... 63

5.1. Conclusion and implication on destination performance ................................................... 63

5.2. Recommendation ................................................................................................................ 66

5.3. Limitations of the Study and Future Research Directions ................................................. 67

Reference ...................................................................................................................................... 69

Appendixes ................................................................................................................................... 78

VI

LIST OF TABLES

Table Page

Table 3.1 Tourist flow statics of Amhara National Regional State ........ Error! Bookmark not

defined.7

Table 4.1 Demography profiles of the respondents ................ Error! Bookmark not defined.6

Table 4.2 Reliability analysis of variables ............................... Error! Bookmark not defined.8

Table 4.3 descriptive statistics of mean comparison of variablesError! Bookmark not defined.9

Table 4.4 Model Summary ...................................................... Error! Bookmark not defined.5

Table 4.5 ANOVA . ................................................................. Error! Bookmark not defined.6

Table 4.6 Coefficients of variables .......................................................................................... 57

LIST OF PICTURES

Picture Page

Picture 3.1 Blue Nile Fall ....................................................................................................... 333

Picture 3.2 Boat Trip on Lake Tana ........................................ Error! Bookmark not defined.3

Picture 3.3 Island Monastery, Narga Selassie ........................................................................... 34

Picture 3.4 Gondar Fasilades castle ........................................................................................... 35

Picture 3.5 Rock Hewan Church of Lalibela, Bete Giyorgis ... Error! Bookmark not defined.6

Picture 3.6 Semein Mountain National Park............................................................................ 37

LIST OF FIGURES

Figure Page

No table of figures entries found.

VII

ACRONYMS

ANRSCTB-Amhara National Regional State Culture and Tourism Bureau

LOS- Length of Stay

ECWA-Ethiopian Community Wildlife Authority

MOCT-Ministry of Culture and Tourism

PATA-Pacific Asian Travel Association

SPSS: Statistical Packages for Social Science

UNESCO -United Nations Educational, Scientific and Cultural Organization

UNWTO-United Nation World Tourism Organization

WTO-World Tourism Organization

1

CHAPTER ONE

INTRODUCTION

1.1. BAGROUND OF THE STUDY

Tourism is one of the largest and most significant economic sectors of the globe. It has been

growing consistently over the last six decades. International tourism has continued to experience

expansion and diversification that has seen the industry becoming one of the largest and fastest

growing economic sectors in the world. According to UNWTO reports international tourist

arrivals will grow in the years to come to reach 1.8billion by 2030.It generates US $1.4 trillion in

export earnings, 9% of world‟s exports and 30% of service exports. The contribution of tourism

is particularly substantial for the economic growth of developing countries. In 2007 tourists spent

US$295 billion in developing countries (3 times larger than the level of official development

assistance). Around 80% of African poverty reduction strategy papers emphasize the role of

tourism has in unlocking opportunities and fighting poverty. In appreciation of this, UNWTO

celebrated 36th

WorldTourism Day on September 2017 under the theme “One Billion Tourists,

One Billion Opportunities” (UNWTO, 2017).

According to UNWTO (2017) report tourism sector in Africa is in an incremental phase. The

continent of Africa got an 8% increase with a record 62 million tourist arrivals. In particular,

North Africa enjoyed impressive growing by 13%, while in sub-Saharan Africa arrivals rose by

5%. African has numerous attractions with its fantastic cultural, historical and natural tourism

resources. According to Fabricius (2007) tourist length of stay is determined by the overall

combined activities carried out at the destination. This includes tourism products, attractions, and

tourist resources with one at a place which is pivotal for tourist quality experience.

According to the survey conducted by PATA (2005) tourist length of stay is icon to the

destination overall performance. It revealed that warm and friendly people, comfortable

accommodation, beautiful scenery, reasonable price, attractive customs and way of life, good

climate, beautiful creations of man, outstanding food, good shopping, exotic environment,

2

historical or families ties, exceptional recreational facilities are most determinants of tourists to

stay at a given destination.

Ethiopia is an ancient country with remarkably rich cultural and natural tourist attractions. A

case in point, the country has registered 12 UNESCO World Heritages which is the highest

number in Africa. Moreover, our country, Ethiopia, has also tremendous potential to attract

tourists from various parts of the world. Ethiopia is a land with a very unique culture and

heritage with a history going back thousands of years. It is one of the oldest nations in the world.

Ethiopia is the land of the queen of Sheba, home of the Ark of the Covenant, the birth place of

coffee and Lucy the world‟s oldest known almost complete hominids skeleton as well as

hospitable and friendly society make the country preferable tourists destination. However, the

presence of wide varieties of tourism resources and increased number of arrivals would not be a

guarantee for the country to gain considerable amount of benefits (MOCT, 2018). According to

the stated vision of the tourism industry of the country “Making Ethiopia among the top five

tourist destinations in Africa by 2020” and maximize its contribution to the country‟s economic

development through establishing a reputation as one of the most stable countries, diversified

product developments, upgrading infrastructures, modern hotels development, aggressive

marketing mechanisms by ensuring quality services and facilities with sustainable tourism

development (MOCT 2015). Hence, tourism in Ethiopia demands great attention and spacious

tasks should be accomplished to improve tourist length of stay and experience.

Ethiopia currently generates about US$3 billion by the end of the stated Ethiopian budget year

(MOCT, 2018). The tourism sector to Ethiopia‟s economy is supported by a steady increase in

international arrivals as one of millennium development goal strategy by 2025. International

tourist arrivals are forecast to total 815,000, generating expenditure of ETB 63,375.8m, an

increase of 4.0% (EWCA, 2015).

The average tourist length of stay in Ethiopia is 7-8 days .The length of stay is below the

regional averages (Kenya 12.8 days, Tanzania 14.1 days, Uganda 9.7 days).However the

numbers of tourist attraction registered in UNESCO is number one in Africa. Hence tourism

earning depend not only the arrivals but also the spending and duration of stay at the destination.

Thus, tourist length of stay is untouched and it determines the total earning from tourism.

3

Amhara National Regional State, with Bahir Dar as the regional capital is one of the nine regions

in Ethiopia; located in the North western part of the country. The region is the home of age-old

monuments and other heritages situated on the ''Historic Route'' has the Lion's Share of the

country's tourist attractions. Three of the seven world heritage sites of Ethiopia (the medieval

castles of Gondar, the Semein Mountains National Park and the Rock Hewn Churches of

Lalibela, (that is, one of the eight wonders of the world)) are housed here. The thunderous Blue

Nile Falls, Ethiopia's largest lake, Lake Tana dotted with island monasteries, the endemic wild

lives like Walia Ibex, Gelada Baboon, Semein Fox, the caves and unique stones in northern

Showa, the Merto Le Mariam church, and the newly constructed rock hewn church/ lalibela II /

still adorn this gracious region (ANRSCTB, 2011).

Amhara National Regional State earned 827 million birr from tourism in the first half of this

budget year. The stated sum of revenue was obtained from a total of more than 3.9 million

tourists who visited attraction sites (ANRSCTB, 2011). Despite this fact, revenue generated is

not up to the value of the attractions. To generate expected benefits from tourism and quality

experience tourist length of stay plays a pivotal role and tourist length of stay is an issue and

experiencing low in Amhara National Regional State. Hence, identifying the determinants of

tourist length of stay has a paramount importance for various stakeholders such as hotel owners,

tour business operators and the Ministry of culture and Tourism (Christer, 2012).Therefore, this

study examines determinants of Tourist‟s length of stay and its implication on destination

performance: a case of Amhara National Regional State, North Ethiopia.

1.2. Statement of the problem

Length of stay is one of the most important determinants of the overall impact of tourism on a

given destination. The number of days tourists spent at a particular destination is likely to

influence their expenditures and experience to be undertaken by tourists. Obviously, both factors

are directly related to the length of stays. One simple reason is that lodging and dining expenses

account for nearly 40% of aggregated tourist expenditures and yet the number of possible

experiences to be undertaken by tourists also depends on their length of stay. As the longer the

tourists choose to stay, the more likely they are to become aware of facilities and services at the

location where they are staying (Erda & Bertis, 2012).

4

Tourist length of stay is relevant for the overall destination performance and most tourists‟

boards seek to find ways of increasing their length of stay (Nowacki, 2009).Antonio and Ana

(2011) described that Length of stay is one of the most important decisions made by tourists. The

autor Antonio and Ana (2011) depicted that tourist length of stay is an important determinant of

the overall impact of tourism in a given destination and tourism product consumption depend on

the numbers of nights spent in a destination.

The study conducted by Endalkachwe (2018) at semein mountain national park outlined

significant of tourist LOS and impact on the destination‟s performance. As far as his study in

semein mountain national park is concerned length of stay is an important determinant of overall

tourists‟ expenditure and consumption of local resources as the number of possible experiences

that can be undertaken by tourists depends on their length of stay. Those tourists spend more

nights bring relatively high economic benefits to the local communities who live in and around

the national park, because they hire horses/mules and other trekking equipment, and employ

porters, scouts, cooks, and local guides. The author Endalkachwe (2018) revealed that due to low

tourist experience expected benefits are not generated from the park.

Tannaz (2017) pointed out that socio-demographic characteristics, traveling purpose, tourism

product and characteristics of the destination is the basic determinants of tourist length of stay.

Nonetheless, pertinent data for the study was taken from stakeholders working in the area, travel

agents, tour guides and tourists. The current study utilized data directly from tourists because the

study directly concerns them. Therefore, to fill this methodological gap international tourists

were the subject of the current study. Similarly, a study by Martinette and Melville (2014) also

asserted that socio-demographic variables, economic variables and purpose of visit could be

taken in account to decide their length of stay. Moreover, Kazuzuru(2014) investigated that

demographic characteristics, trip related characteristics and destination attributes are also

considered as determinants of tourist length of stay. Likewise a study conducted in Madagascar

by Nicolas et al., (2012) depicted that economic affluence influences the length of stay of

tourists. However, current study investigated that attraction, service qualities, price, tourist

facilities and safety and security are determinants of tourist length of stay.

5

As per Antonio (2008) determinants of tourist length of stay received little attention in current

tourism research. Tourist length of stay practices and guidelines for practitioners are also scare to

clarify length of stay related to attraction qualities/product diversification, accommodation,

facilities at a destination, tour guides approach, price of services ,hospitable community, safety

and security. These terms are rarely identified as potential components of tourist‟s length of stay.

Thus, conceptual gaps are also observed in terms of identifying and utilizing determinants of

tourist length of stay together. Given the importance for destinations to have long stay tourism, it

is necessary to undertake an in-depth analysis of this variable in order to identify exactly which

factors affect the length of stay. Once the factors that affect the length of stay are determined,

policy drawing would be possible to strengthen or reduce the length of stay so that economic

benefits would be maximized. If little is known about the impacts of determinant factors in

destination, less will be known about the effectiveness of length of stay strategies. Therefore

there is real and immediate need to conduct research in determinant factors of tourist length of

stay.

Amhara National Regional State covers most of the historic route (Ashenafi, 2016). According to

the author Ashenafi (2016) the historic route is an area that mainly covers the northern part of

Ethiopia .As the country‟s main attraction site; the historic route contributes a lot towards the

countries tourism sector, by playing an iconic representation role for Ethiopia‟s tourist attractions

both locally and internationally, and by being the largest shareholder of the countries tourism

receipts. The site is a must to visit itinerary and most of the tourists who came to Ethiopia visit

the historic route.

The region is the second international tourist destination both in terms of receiving and receipt

next to Addis Ababa (MOCT, 2017). Even though there is no report that shows the exact figures

of average tourist length of stay in the nine regions, Average tourist length of stay in Ethiopia is

7-8 days. This figure shows length of stay in Ethiopia in general and Amhara National Regional

State in particular is low when compared to available tourist attractions and in comparison of

neighbor countries like Kenya, Uganda (wale, 2010).

So far few tourism research works have been conducted in Amhara National Regional State. For

instance, The characteristics, length of stay and motivation of foreign tourists who visit Simien

6

mountains national park (Endalkachew ,2018), Challenges of Tourism Destination Development

in the Amhara National Regional State (Endalkachew ,2018), the role of community

empowerment for sustainable tourism development (Alubiel, 2011), ecotourism services and

tourism potentials in the Peninsula of Lake Tana (Melse, 2017),The historic route in Ethiopian

tourism development (Ashenafi,2016), the role of visitor management tools in enhancing

sustainable tourism development (Kebete &Wondirad,2018), conserving the Rock Hewn

Churches of Lalibela (Elene ,2010), Tourism marketing challenges and new tourism product

development potentials( Yechale et al.,2017). However, determinants of tourist length of stay

research are untouched in the study area despite the importance of this variable for the

destination. Therefore, length of stay issues has to be underlined in this area. This was a

plausible reason that inspired the researcher to undergo a study about determinants of

international tourist length of stay and its implication on destination performance in Amhara

National Regional State using of multiple linear regression model.

1.3. Objective of the study

1.3.1 General objective

As its general objective the current study aims to determine the primary factors that affect

international tourist length of stay in Amhara National Regional State, Northern Ethiopia.

1.3.2. Specific objective

2. To examine the role of attraction for tourist length of stay.

3. To determine the role tourist facility at a destination as a factor on tourist length of stay.

4. To explore the influence of tour operator itinerary on tourist length of stay.

5. To identify price at the destinations influence on tourist length of stay.

6. To examine the effect of service quality on tourist length of stay.

7. To understand the effect of safety and security on tourist length of stay.

7

1.4. Hypothesis setting

1. HO-attraction at the destination has insignificant relation with international tourist length

of stay.

2. HO- Tourist facility has insignificant relationship with international tourist length of

stay.

3. Ho-service quality has insignificant relationship with international tourist length of stay.

4. Ho-Tour operator itinerary has insignificant relationship with international tourist length

of stay.

5. Ho-price in the destination has insignificant relationship with international tourist length

of stay.

6. Ho- Safety and security in a destination has insignificant relationship with international

tourist length of stay.

1.5. Variables of the study

The dependent variable of this study is the time spent in Amhara National Regional State before

the tourist leaves the destination; i.e., length of stay.

The categorical explanatory independent variables are attraction, tourist facilities, service

quality, safety and security, tour operator itinerary and price at the destination (see Table 4.6)

1.6. Contributions of the study

The significance of this study can be viewed from two major standpoints.

1.6.1. Managerial contributions

This study intends to make an empirical contribution to the topic of determinants of tourist

length of stay in Amhara National Regional State. This may help to various stakeholders in

tourism such as hotel owners, tour operators and the regional culture and tourism bureau. For

tourism government bodies, enables to understand major factors that determine tourist length of

stay in a destination. It shows the clear cut responsibilities of regional tourism office organized in

8

different structure. This study will also encourage regional tourism bodies to formulate policies,

concepts, practices, guidelines, rules and regulations regarding to tourist length of stay decision.

For tourism businesses like tour operators, travel agents and management bodies at a destination,

this study helps to understand how tourists should be managed in the destination to make their

stay longer and generate more benefits from tourists. The current study will also provide

techniques that how each tourism stakeholders in the area shall interact to tourist.

For the tourists helps to be aware of products, facilities and services found in the destination.

This study is decisive for the local communities to crate hospitable smooth relations with tourists

and travel agents working in the region. Once the combination of factors that influence length of

stay have been determined, marketing strategies can be planned that will encourage longer stays

at a destination so that economic benefits can be maximized.

1.6.2. Existing body of knowledge

Besides to the above managerial or practical contributions, the researcher attempted to add new

insights which are able to strengthen the existing body of knowledge. Accordingly, after

critically reviewing of the existing literatures, the researcher proposed conceptual framework in

the field of tourist length of stay determinants. Besides, the researcher has planned to make the

study published and available as a journal article.

1.7. Scope of the study

In order to make the study manageable it was delimited conceptually, methodologically, time

and geographically.

1.7.1. Conceptual scope

Because of the broad nature of the study, accessing all the literature concerning determinants of

tourist length of stay is very voluminous. Only six determinants of tourist length of stay will be

the focus of the current study. This includes attraction, service quality, safety and security, price,

tourist facilities, and tour operator itinerary. As far as literatures with respect to determinants of

9

tourist length of stay are reviewed, these terms are rarely identified as potential components of

tourist‟s length of stay and this are major tourism components. Thus, it is necessary to undertake

an in-depth analysis of this variable in order to identify exactly which factors affect the tourist

length of stay in Amhara region. Other factors that determine tourist length of stay are beyond

the study of the current research.

1.7.2. Geographical/Study Area Coverage

Due to the paucity of research and high tourist flow in the region, geographically this study

intended to cover, Amhara National Regional State, North Ethiopia.

1.7.3. Time Coverage

This research has been conducted between February and May 2019.

1.7.4. Methodological scope

This study is explanatory and descriptive research design. The study encompasses international

tourists in the region to collect the necessary information. This is intentionally followed to

investigate the relationship between factors and tourist length of stay. Convenience sampling

method was employed to distribute questioner for international tourists, so that a sample of 200

tourists was taken to conduct survey questioner for the study. Based on the nature of data, the

current study followed quantitative analysis. Therefore, quantitative research approach was

applied in the study.

10

1.8. Definition of key Terms

Tourism: The act of travelling or sightseeing, particularly away from one‟s home

Determinants –means variables that affects the length of stay in the tourism destination

International – a person who travel to a country other than that in which they have their usual

residence, outside their usual environment

Length of stay- means the period of time which tourists spend at a given destination

Tourist: Someone who visits a tourist site and stay more than 24 hours in a place to be visited

Visitor: Someone who visits a given site and can be tourist or excursionist

Destination: The place set for the end of a journey, or to which something is sent; place or point

aimed at.

Heritage: A tradition; something t1hat can be passed down from preceding generations

Domestic: Internal to a specific country

Culture: The beliefs, values, behavior and material objects that constitute a people‟s way of life

1.9. Organization of the Study

This thesis consists of five chapters. In the first chapter the researcher has provided insights to

what this study is about. Under this part the purpose of the study is also mentioned. In chapter

two, an overview of previous research related to each research question is provided followed by

a frame of references where a conceptualization of the research question put forth. Chapter three

describes methods and methodologies that have been employed throughout this thesis. In chapter

four the collected data from survey questionnaire are presented and analyzed. In chapter five

conclusion, implication and recommendations are elucidated.

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CHAPTER TWO

REVIEW OF RELATED LITERATURES

2.1. Introduction

Under this chapter, literatures with respect to determinants of tourist length of stay are critically

reviewed. Conceptual framework is also formulated to indicate interrelations among

determinant‟s and tourist length of stay decisions.

2.2. Concepts and Definition of length of stay

Length of stay means the number of night‟s tourists spent on the given destination. It is crucial

for destination since its impact is pivotal and most tourists‟ boards seek to find ways of

increasing their length of stay (Nowacki, 2009). Antonio and Ana (2011) described that Length

of stay is one of the most important decisions made by tourists. It is an important determinant of

the overall impact of tourism in a given destination. The number of days that tourists spent at a

particular destination is likely to influence their expenditure and possible experiences to be

undertaken by tourists. Thrane (2015) argue that an increased length of stay may allow tourists to

undertake a larger number of experiences or activities that may affect their overall spending and

sense of affiliation. Furthermore, Barroset al (2008) stated that length of stay is one of the most

important decisions made by tourists before or while visiting a given destination. In fact, length

of stay most likely conditions overall tourists‟ expenditure and stress imposed on local resources.

So that its relevance goes to the sustainable issues of tourism thus it‟s useful in forecasting

tourists‟ on-site time and, concomitantly, the stress on local resources caused by tourism activity.

Length of stay is essential for analyzing carrying capacity especially at nature-based tourism

destinations (Martinette and Melville, 2014).

Understanding the determinants of tourist length of stay is important to fully characterize

tourism demand and its impact on a given tourist destination (Garcia, 2016). Likewise, Alegre

and Pou (2006) described that it is core of tourism management and encompasses various

activities. However, attentions are not on the position to reflect its significance. Such lack of

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attention is problematic for tourist length of stay and experience at a given destination. Thus,

countries of the world ought to focus on determinant factors while developing destination

management plans (Thrane, 2015).

2.2.1 Tourist Length of stay in the world

According to UNWTO (2008) various temporal constraints are known to affect the duration of

an entire holiday tour and the length of stay on a destination. These include a limited number of

vacation days, having to return at certain times, wanting to spend time in other regions or places,

the availability of desired accommodation, necessary travel time from and to a region's exit

points, the status of destinations and attractions in the tourists' mind. Additionally, a study

conducted in Brazil, business and leisure travelers associated multi-destination trips with short

stays in each place (Barros et al, 2008). In the same vein, a study in Madeira found that tourists

making short trips have tended to stay at central locations and visit major tourism attractions

(Reza & Catia, 2016). Then again, Menezes et al (2008) a research conducted in the Azores has

shown that increase in the number of islands visited led to a statistically significant increase in

the expected total duration of the stay plus financial constraints and limited budgets may likewise

affect length of stay. For instance, a study in the Balearic Islands revealed that high prices at a

destination may not necessarily deter tourists but may affect visit durations. Moreover, prices on

transport on certain days can affect not only travel timing but also the visitors' length of stay in

an area, and also variations in travel motivations have also been found to influence length of stay

(Joaquı´n &Llorenc, 2005).

Also, a research conducted in Norway found that predictions of adverse weather led to shorter

stays in the study region (Tannaz & Oystein,2017).Equally, a study of golf tourists in southern

Portugal found that visitor highlighting of expected „good‟ climate and weather was associated

with longer stays (Barros et al, 2010). Additionally, a study in Madeira found that more

educated tourists tended to stay longer than those who were less educated (Elisa et al, (2015. In

contrast, a survey in the Azores associated a higher level of education with shorter stays

(Antonio and Ana, 2011). In comparison, research on seaside destinations in Turkey found no

influence of education on length of stay (Ummuhan & Ozan, 2005).

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2.2.2 Tourist Length of stay in Africa

A research conducted in Tanzania asserted that trip-related characteristics, their demographic

characteristics, their destination attributes, Travel information is from the word of mouth are

among the key determinants of length of tourists‟ stay in the country. This comes from the fact

that the longer the stay by tourists the higher the aggregate expenditure

(Kazuzuru,2014).Similarly, a study conducted at the Kruger National Park in south Africa length

of stay is has paramount importance to any tourism destination because longer stays are

positively associated with high total earnings from tourist activities and high bed-occupancy

rates (Martinett and Melville, 2014).The author portray that Combination of socio-demographic

and behavioral determinants influences length of stay and it may differ for different regions of a

destination. They also described that a regional analysis is advisable and a diversified marketing

strategy will be more likely to increase the average length of stay than an undifferentiated mass

strategy. Moreover, a study conducted in Madagascar by Nicolas et al., (2012) depicted that

Madagascar is the 4th largest island in the world in terms of land area. The development of the

tourism is crucial for economic and social interaction. The author Nicolas (2012) stated that

economic affluence influences the length of stay of tourists.

2.2.3 Tourist Length of stay in the case of Ethiopia

The study conducted by Endalkachwe (2018) at semein mountain national park outlined

significant of tourist LOS and impact on the destination‟s performance. As far as his study in

semein mountain national park is concerned length of stay is an important determinant of overall

tourists‟ expenditure and consumption of local resources as the number of possible experiences

that can be undertaken by tourists depends on their length of stay. Those tourists spend more

nights bring relatively high economic benefits to the local communities who live in and around

the national park, because they hire horses/mules and other trekking equipment, and employ

porters, scouts, cooks, and local guides.

The length of stay was less than or equal to one day. In this case visitors did not hire horses for

both riding and loading their luggage, cooking equipment, tents and other mountain trekking

gear because such types of visit generally use four- wheel drive vehicles to cover some of the

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most the spectacular landscapes and Gelada baboon habitats. Amhara National Regional State

has immense potentials for tourism development and the region covers most parts of the historic

rout. Due to this reason the region attracts international tourists from all over the world and

tourist length of stay has a paramount importance to get expected benefits from tourism. Hence

identifying the major factors of tourist length of stay is undoubtedly attracting longer stay tourist.

2.3. Determinants of tourist length of stay

Tourism does not exist in isolation. It is a composite of activities, services, and industries that

deliver a travel experience. Tourism destination is composed of certain attributes. This includes;

attractions, facilities and amenities, hospitable community/hospitality service, tour guides,

accommodation, price, safety that makes the tourist intends to travel and stay to the destination

away from home. The destination appeal and quality create favorable condition to tourists to

have prolonged stay and experiencing different activities (Charles, 2009).

2.3.1 Attractions

It is a physical place that attracts tourists to visit. The primary goal of tourists to travel to a given

destination is to experience attractions. The diversified and attractive destination determines

tourist satisfaction and length of stay. Attraction is a determinant factor which entices tourists to

a destination. However, the attractiveness of a destination will be different for different people,

and it may change with time. Therefore, a combination of attractions may help to create a strong

tourist appeal (Reza, 2016).

According to Fabricius (2007) attraction is one element of a destination that motivate tourists to

travel, provides attention to visit and influence their LOS. It can be categorized as natural

attraction (e.g. attractions related to natural environment, climate, landscape beauty, unusual

character, and unique feature, beaches and shoreline, marine environment, flora and fauna, parks

and reserves (officially protected) and manmade attractions (e.g. attractions related to culture,

entertainment and special manmade features, cultural patterns and life style, archaeological and

historic sites and monuments ,the art, museums, sports activities, events ,entertainment,

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shopping, dining and cuisine. museums, theatres, art gallery, cultural events and lifestyle,

historical sites and other intangible resources.

Tourists attractions are one of the primary components in the tourism system, as well as it is a

vital element in attracting and convince to stay at the destinations. The diversification and quality

of attractions is significant to ensure experience and tourist length of stay at the destination

(Sebastian and Felix, 2009).

Author Gokovaliet al (2007) stated that tourists are highly depending on attractions available to

stay on the destination. If there is wide variety of attraction the more likely to stay more nights

and spend more since they spent their times to experience the diversified attractions on the other

hand limited or specific attraction on the destination leads the probability of staying on that place

will be short and that destination encountered short length of tourist stay. Additionally, Horner

and Swarbrooke (2001) depicted that the chosen length of stay reflects the attractiveness and

competitiveness of a destination. Equally, Pearce (2005) attraction is a decisive factor that

determines tourist‟s length of stay decision. The author Pearce (2005) described that the primary

motive of tourists to travel is to experience the unique features of attractions which is different

and new in its nature. Therefore, tourists stay longer when they found destination attraction is

diverse and quality. Moreover, Adomaitiene and seyidou (2001) pointed out lucrative and

diversified attraction at the destination immense tourists to stay prolonged time and experience

more.

According to Nowacki(2009) Tourists are attracted by natural resources because they want to:

1. Appreciate the natural wonders of the world features such as great waterfalls (e.g. the

Niagara Falls), volcanic phenomena (e.g. hot springs, sulphur pools, geysers such as old

faithful in Wyoming, USA), geological phenomena such as caves or rock formations (e.g.

Ayers Rock), or spectacular views (e.g. across the Grand Canyon).

2. Pursue activities that require a natural landscape setting or that depend on rurally located

resources, rather than for the scenic quality of the rural backdrop. Activities such as

sailing, canoeing, potholing, shooting, climbing, hang-gliding and skiing are examples of

the latter where the quality of the resource is more significant than the landscape in which

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it is set, whereas activities such as cycling, horse riding and walking perhaps depend more

closely on high quality landscapes.

3. Visit the countryside as a destination in order to experience a non-urban way of life for a

period, as a relief from the congestion and pressures of the urban environment.

4. See wildlife in its natural habitat rather than in the zoo or safari park setting. Visit the

countryside purely for the pleasure of looking at and being in attractive rural landscapes.

Moreover Lew (2006) pointed out each country and the various cultural groups within a country

have their own unique history which attracts many interested tourists. People have always been

interested in their past, so historic monuments, buildings, and places have become important

tourist attractions. Historic attractions include historic relics, sites, history museums and

buildings. All of these have special significance in relation to historical events or people.

Likewise, Leiper (2001) depicted that cultural attractions include the cultural traditions and

activities originating from the history and customs of a group of people, differences in the types

of food and the way which they are prepared provide one of the most interesting ways to learn

about another culture. Since people have to eat and usually enjoy doing so, trying new food is a

novel experience that is enjoyed by most tourists.

The author view that tourists find historic/cultural resources attractive because;

1. Tourists may be attracted by the age of ancient relics of their own cultural origins. For

example, Americans visit Europe in order to see the cities and buildings where their

ancestors lived. Likewise, Hong Kong and overseas Chinese travel to the mainland of China

to look for their roots and to experience the culture of their own country.

2. Tourists of different cultural backgrounds may enjoy visiting historic sites purely for the

appreciation of the beauty of the art and architecture, e.g. Greek temple at Sounion,

TajMahal in India.

3. Visitors may be attracted to buildings and places for their historical/cultural meaning rather

than their visual appeal, e.g. the site of 1911 Revolution in Wu Chan, Waterloo Battlefield

in Belgium, Mecca in Saudi Arabia and the holy city of Jerusalem in Israel.

4. Tourists are interested in how other people live, work and play. They are attracted by the

local/native dances, ceremonies and work skills.

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The author Mark (2017) describes that different aspects that together makeup the tourism

industry. Tourists travel to destinations that are accessible to them. They require

accommodation if they are visiting a place for more than twenty-four hours. Leisure and

business travelers may also visit attractions and engage in recreational activities. Hence, the

tourist destinations should have the right amenities and facilities.

Having the current study in mind that diversified attractions both cultural and natural plays a

significant role for international tourist length of stay in Amhara National Regional State. This

includes, national parks, wildlife sanctuaries , beautiful natural scenery ,landscape, nature based

activities(e.g. trekking, bird watching, bush walking) , a variety of flora and fauna(e.g. animals

,birds, forests), climate and weather conditions , environment cleanliness & sanitation , cultural

events and festivals, variety of local cuisine, historical sites, monuments, museums and art

galleries, cultural heritages. Hence the region should have to develop more attraction sites which

have unique features and appealing the tourists mind so as to attract longer stay international

tourists in the region.

2.3.2. Tourist facilities at a Destination

Facilities are a necessary aid to the tourist center. Facilities do not usually in themselves attract

tourists, but the lack of facilities might cause tourists to avoid a particular destination because

tourists need basic facilities .This includes, Accommodations, Recreation facilities(e.g. leisure

facilities, horse riding, mountain biking, beach), Nightlife and entertainment activities (e.g. bars,

disco, fun, dancing), Banking & financial system , water based activity (e.g. Swimming, Boating,

Fishing, Rafting) , Health and medical facilities , Presence of variety accommodation (hotel,

resort, apartment, pensions ), Food and beverage facilities &service , shopping facility ,

Transport facilities ,foreign exchange, travel agencies and tour operators, contributing to the

quality of a destination (ENAT, 2007).

Moreover, according to World Tourism Organization, (2007) there are the wide range of services

and facilities which support the tourists during their visit; includes basic infrastructure such as

utilities, public transport, and roads as well as direct services for the tourist and tourist

information, recreations facilities, guides, operators and catering and shopping facilities which

18

enables to ensure tourist experience .Equally, Sebastian and Felix (2009) pointed out facilities

harmonize and enhance the destination attractiveness. Likewise, Mukhles (2013) described that

tourist facilities and services are the component elements located in the destination, which make

it possible for visitors to stay and to enjoy in that destination. They include: Accommodation

unit: hotels, holiday villages, apartments, villas, campsites, caravan parks, hostels,

condominiums, farms, guesthouses. Restaurants, bars and café's: ranging from fast-food through

to luxury restaurants. Transport at the destination: taxis, coaches, car rental, cycle hire.

Sports/interest activity: ski schools, sailing schools, golf clubs and spectator stadiums, centers for

pursuit of arts and crafts and nature studies. Other facilities: language schools, health clubs.

Retail outlets: shops, travel agents, souvenirs, camping supplies. Other services: information

services, equipment rental, tourism police.

According to Emesong, (2012) any form of accommodation may be defined as establishments

whose primary purpose is providing lodging, food and beverage services or the provision of

overnight accommodation for tourists away from home. As tourists make their journey for

travelling purpose, in most of the cases, they need some form of accommodation facilities to rest

and refresh along their travel needs, a resting place for relaxation, entertainment and leisure for

his/her period of stay in a particular area. Accommodation is a base of tourism industry as it is a

vital and fundamental part of tourism supply. Tourists in their travel require location where they

can rest and revive during their travel. As a result, accommodations are in existence. There is

great diversity in size and type of accommodation in relation to location and services provided

Hence, Amhara National Regional State is one of the most frequently visited by a number

tourist from different world in each year having quality accommodation facility is substantive to

elongate tourist length of stay.

Then again, Tourist accommodation performs an important function for tourists to stay for a

length of time, to enjoy the locality and its attractions, while their spending contributes to the

local economy. Accommodation forms a base for the tourist‟s exploration. Accommodation is an

integral part of the overall tourism component as without it tourists will not stay at the location.

However, accommodation do not attract tourist on its own right, rather they provide support

services that are the core element of tourism industry. It acts as a catalyst for tourists to stay

19

more nights at the destination. Accommodation had become a psychological base for the tourist

during his or her stay away from home (Surya, 2012).

According to WTO “tourist accommodation is used to denote the facilities operated for short

term accommodation of the guest, either with or without service, against payment and according

to fixed rates. This includes hotels, motels, inns, bed and breakfast (B&B), time shares,

condominiums, camps, youth hostel, and health spas.

It ranges from:-

Primary accommodation- hotels and similar establishments

- high price

- high standard and quality service

- wide availability of facility and services

Secondary accommodation- supplementary accommodation

- low price of services

- limited facility

According to Nowacki, (2009) in modern times the way people spent their vacation has

undergone a great change. People like to spend good times with family and friends at various

tourist places across the globe. As same time they need comfortable accommodation. If a person

who is quite far away from home gets to enjoy the same facilities and comforts as he/she enjoys

at their home, he/she is bound to become attached to the place. On the other hand, if tourists end

up at place where the hotels and accommodation facilities are not satisfactory, it is quite likely

that might never return to that place also. Accommodation plays a very important role in

popularizing any tourist destinations. It is also vital to provide maximum comfortable.

Accommodation to people diverse economic backgrounds, five- star hotels can cater the need of

affluent tourists while, small and medium range hotels and lodging houses are available for use

by middle class tourists

Likewise, Saiful et al., (2017) stated that transport facilities and infrastructures are the most

important part of tourism development that attract and make to stay at a destination. In addition,

tourist‟s travel experience starts and ends with transportation. Transportation is the main mean to

20

carry passengers, that is, the tourists to the actual site where tourism services are performed.

Transportation plays important role in enriching the travel experience of a tourist depends on the

mode of transportation and the frequency of use. Transportation can turn into a separate tourist

attraction element; cruising, orient express trains, boat trips along the river, accessible road to

attraction sites and etc. are the best examples to tourist attractions. Tourists are safe to have

better experience at a destination when there are better transportation systems.

Furthermore Fabricius (2007), point out infrastructure has the wide range of services and

facilities which support the visitors‟ will to travel and stay at the destination. It includes the

public transport, accessible road. In addition to this, it also includes direct service provider of the

visitor such as accommodation, visitor information, recreation facilities, and guides, catering and

shopping facilities. In addition, Langkawi and Mana, (2014) describe tourism infrastructure of

the destination comprise the elements at the destination. It is important to tourists to choose and

staying at destination such as accommodation facilities (hotels, lodges, hostels, and apartments),

gastronomy facilities (Restaurants, bars, café) and transportation to destination and within

destination

Equally, Waveir, et al. (2017) described that tourist facilities regarding services and facilities

expected in the tourist destination sites, including proper internal roads, foot tracks, signage,

resting sights, tented camps and standard camping sites with the requisite facilities, these were

some of the important facilities needed by tourists. Lack of facilities (i.e. access, public

transport, and accommodation) leads to bottlenecks for the destination development and length

of stay. Therefore, keeping in mind of the current study tourist facilities plays an integral part for

tourist length of stay in Amhara National Regional State. Due to this having cultural centers,

night life activities, culinary, variety of accommodation, transportation, banking, health centers,

recreational centers, tourist information centers. shopping centers ,aircraft centers plays key role

for international tourist length of stay in the region and tourism government bodies of Amhara

National Regional State should give attention to the development of facilities in and around

tourist destination sites.

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2.3.3 Price at Destination

Pricing is an important aspect of the destination‟s competition with other destinations. Price

factors relate to the cost of transport to and from the destination, the cost of accommodation,

entrance to attractions, food and tour services. In addition to this tourist‟s decision may also be

influenced on other economic features such as currency exchange at the destination (World

Tourism Organization, 2007).

Cleanliness, facilities and quality must be appropriate both to the price charged and the

expectations built up through publicity and reputation. Tourists weigh up the benefits of different

holiday destinations, Price of services, assessing the cost of each and the length of stay they can

afford, financially and time-wise (Alegre & Pou, 2006).

According to Horner and Swarbrooke (2007) mentioned price is an important aspect of the

destination‟s competitiveness. It is related with the cost of accommodations, transportation to

destination and within the destination, cost of tour packages and charge for attraction. The tourist

perception and expectation on price is related with the travel motivation and overnight stay.

Similarly, the increasing price of destination cost determines the tourist length of stay demand

(Eilat &Einav, 2004).

The price different between the tourist origin and destination can determine the tourists stay

(Yabibal, 2010). Likewise, Jannit (2016) suggests that the price of the tourism service and the

affordability of hospitality service affect the length of stay decision of tourists. Therefore,

transportation, accommodation and other tourism service price is the decisive factor for tourist‟s

overnight stay at the destination. When the price is increasing the tourist‟s length of stay will

decrease, the spending of tourist become restricted even if the travel decision change to other

destination. Moreover Christie and Crompton (2001) pointed out Price is a major attribute for

tourist length of stay decision from one destination over another. This is especially the case,

when tourism products are consumed by the form of a package. The total cost of a package plays

a significant role in the selection and the number of nights spent on a destination except high-

income tourists.

22

Additionally, Dwyer and Kim (2003 identified two categories of price, namely, travel cost

relating to travel to and from a destination, and ground cost-relating to commodity price within

the destination. Both of the two categories of price can influence tourists‟ decision-making

overnight stay on a destination. In fact, price by itself, is meaningless to be attractive to tourists.

Only when it is associated with a certain destination attribute, or a tourism product, and their

corresponding service and quality, it becomes an important attribute for tourists‟ buying

consideration (Salmasi et al., 2012). Keeping the current study in mind, the study area has to

provide various tourism products with rescannable price that tourists coming from different

corners of the world could afford.

2.3.4. Service quality

Service

Kottler (2003) defined service as “any activity or benefit that one party can offer to another that

is essentially intangible and does not result in the ownership of anything. Its production may or

may not be tied to a physical product”. Although services are performed by service providers

and consumer together, its quality results in perception and value assessment by the customer

(Mukhles, 2013).

Quality

Different meaning could be attached to the word quality under different circumstances. It has

been defined in a different way by various scholars. Early efforts in defining quality have mostly

centered on tangible products, and quality was conceptualized as a measure of a provider‟s

output (Baker &Crompton, 2005). Some of the prominent definitions include as „attribute

performance of product or service‟‟ (Huseyin, 2015), "Quality is predictability" (Deming, 1982),

“Conformance to specification or requirements” (Crosby, 1984), “fitness for use” (Juran, 1988)

and "customer's opinion" (Feigenbaum, 1945).

Defining service quality is difficult as compared to product quality due to some features unique

to services including intangibility, inseparability, heterogeneity and perishability (Chang and

Yeh, 2002). A solid foundation in defining and measuring service quality was emanated in the

mid-eighties by Gronroos (1984) and Parasuraman et al. (1985). They were amongst the earliest

23

scholars laid down the foundation for the definitions as well as development of service quality.

Gronroos (1978) suggests that service quality is made of two components technical quality and

functional quality. Technical quality refers to what the service provider delivers during the

service provision while functional quality is how the service employee provides the service.

Parasuraman et al. (1988) define service quality as a difference between customer expectation of

service and customers‟ perceptions of the actual service. Kasper et al. (1999) defines service

quality as the degree to which the service offered can satisfy the expectations of the user.

According to these definitions, customers are the sole judges of service quality. If they perceive

it to be good service, then it is. They assess the quality of service by comparing their expectation

with perception. Service quality can be defined as the collective effect of service performances

which determine the degree of satisfaction of a user of the service. In other words, quality is the

customer‟s perception of a delivered service. By service-quality management, we refer to the

monitoring and maintenance of end-to-end services for specific customers or classes of

customers.

Additionally, Service quality is defined as what the customer gets out and is willing to pay for”

rather than “what the supplier puts in (Ducker, 1991). In some earlier studies, service quality has

been defined to the extent where the service fulfils the needs or expectation of the customers

(Lewis and Mitchell, 1990; Dotchin and Oakland, 1994). While Zeithaml et al. (1996) has

conceptualized service quality as the overall impression of customers towards the service

weakness or supremacy. Therefore, service quality frequently has been conceptualized as the

difference between the perceived services expected performance and perceived service actual

performance (Kara et al., 2005).Moreover, the service quality is not one party‟s role in tourism.

It required the involvement of all stakeholders includes accommodation and catering unit, tour

guiding service, friendliness of local people, scouts (Azam, 2016).

According to (Weaver et al, 2004) operating sectors of tourism are responsible for delivering

high quality, memorable experiences. Care must be taken, to wrap these experiences in a warm

spirit of hospitality. Quite simply, it is not enough to deliver all the attributes of an experience in

a cold or detached manner. Each individual tourist must feel that he or she is more than a source

of cold cash revenue for the business or destination. Rather, tourists have a natural human desire

for warm acceptance as they seek to enjoy the range of experiences the destination has to offer.

24

As such, the challenge facing destinations is to deliver their experiences in a way that enables the

tourists to believe they are welcome, that they truly are guests. Destinations must first train

industry personnel to treat the tourist with fairness, respect, and a level of politeness and must

encourage its permanent residents to behave as friendly hosts to tourists who are in unfamiliar

surroundings. They should convey a friendly attitude and, when required, offer basic information

and a helpful hand. These small but important gestures will do much to foster a destination spirit

of hospitality that will, in turn, greatly boost the perceived value of all the other aspects of the

visitation experience during their stay.

Furthermore, Tosun and Temizkan (2004) tour guides shoulder big duties and responsibilities in

the tourism industry. Not only does the work of a tour guide involve the transmission of

information, but it also involves presenting it in an interesting and sincere manner. In addition to

this, tour guides play an extremely important and diagnostic role on tourists‟ remaining Pleased

with tourism organization and travel experience (Anna, 2015).

Tourists are accompanied by a tour leader or a tour guide during the on-tour process contrary to

the independent travel, which is performed by the tourists himself/herself (Mossberg,2007). No

matter who they are working for, tour guides are generally regarded as service providers for

tourists. In addition to this, tour guides may be the most maligned people in the world of travel.

They are blamed for the problems of travel, such as bad weather and traffic jams. They are

expected to solve all the problems of the tourist within or outside of their control, the author

points out that tour guides are „buffers‟ between the tourists and site visited (Prakash, 2011) .

Likewise, tour guides are one of the key front-line players in the tourism industry. Through their

knowledge and interpretation of a destination‟s attractions and culture, and their communication

and service skills, they have the ability to transform the tourists visit from a tour into an

experience for prolonged stay (Zafer, 2015). Therefore, the success of the service quality in the

tourism industry very much depends on the performance of tour guide. Additionally, Cohen

(2008) stated that tour guides are Interpreters of a destination where information is

communicated professionally to visitors (tourists, excursionists, group/individual) about a

historical, natural or cultural attraction as well as recreational and scientific centre‟s in an

entertaining and humorous way.

25

Similarly, a tour guide is the one who has a first encountered and who creates first impression on

tourists. He/she is an individual, who, guides tourists, for any form of remuneration. As a result,

he/she has a very important role in the tourism industry. Guides ensure guest‟s safety and

security. As the overall leader of the tour, guides play a significant role in the tourism industry.

However, in order to play this important role and to be considered as professional, guides should

follow the fundamental etiquettes and manners. Fundamental etiquettes of tour guides are vital

for tourists to be satisfied during their touring and to have long stay at the destination (Ap and

Wong, 2001). Equally, confederation of tourism and hospitality (2011) stated that courtesy

professionalism ,honesty, friendliness, respect understanding, co-operation are the main

approaches of tour guides .

Service quality is considered as a standard used to assess the effectiveness of a particular leisure

service agency, including the tourism service sector (Godbey, 1997), and therefore the quality of

service involved with tourism plays an important role in the process of delivery and enjoyable

stay at the destination . Further, the quality of service influenced the length of stay of tourists

(Wyllie, 2000). Hence, Amhara National, Regional State is one of the most vested tourist

destinations in Ethiopia so that ensuring service quality of tourism players is significant for

tourist length of stay. The region should work in collaboration of different tourism business

stakeholders so as to ensure the service quality and make the tourists stay pleasing.

2.3.5. Safety and security

Safety and security in regard to begging, hassling, theft of valuable property disturbs the privacy

and feeling of tourist. This situation makes the tourist to be disappointed on the destinations

overall performance as a result tourists dissatisfied on the destination and length of stay is

adversely affected (Richard, 2003).Additionally, Begging, hassle and theft of property on the

street, destination entrance, or any place at the destination create bad implication of tourist on the

destination; these are negative effect on tourist satisfaction consequently mostly the destination

experience shorter duration of stay (Kovari, 2011).

According to WTO (2011) Safety and security are vital to providing quality in tourism. More

than any other economic activity, the success or failure of a tourism destination depends on being

26

able to provide a safe and secure environment for visitors. Having in mind of the current study

safety and security has got prime attention to elongate visitors‟ length of stay. Hence,

maintaining the safety and secure environment regarding with begging, cheating practice, hassle,

personnel safety in Amhara National Regional State is very important for tourist length of stay.

Likewise, Galia (2011) depicted that if a tourist feels unsafe or threatened at a holiday

destination, they can develop a negative impression of the destination. This can be very

damaging to the destination‟s tourism industry and can result in the experience of short stay and

declining of tourism to the destination. This can happen in the following ways:

1. Tourists may decide to leave from the destination by canceling their tour program.

2. If tourists feel unsafe at a destination, they are not likely to take part in activities outside their

accommodation facility and making low experience.

3. Tourists who have felt threatened or unsafe are not likely to return to the destination, and they

are not likely to recommend the destination to others. Then again, Hong (2017) portray that

safety is an essential component in all tourist destinations which includes transport routes, zoos,

parks, restaurants, rest rooms, hotels, malls or religious places to tourists ,thus if the safety image

of the destination in tourist generating regions are affected, this eventually results the tourism

activity to be affected. So as number of tourists‟ arrivals, receipts and stay will decrease.

In respect of the current study, Amhara regional state has reach in diverse attractions that attract

tourists from different world. The benefit generated from tourism depends on the number of

tourist arrivals, tourist spending and length of stay at the destination. Tourist length of stay is

influenced by many factors among this safety and security of tourist at the destination is a

decisive factor for tourist length of stay with relaxing and enjoyable trip. Hence, marinating safe

and secure environment in the destination has significant role for tourist length of stay and

facilitating the tourism industry in Amhara regional state.

2.3.6. Tour itinerary

According to Poyther (1993) defines, “tour operator is one who has the responsibility of putting

the tour ingredients together, marketing it, making reservations and handling actual operation.

“Additionally, Holloway (1992) stated that tour operations undertake a distinct function in the

27

tourism industry, they purchase separate elements of tourism products/services and combine

them into a package tour which they sell directly or indirectly to the tourists. Moreover, the

success of many tourists‟ destinations depend heavily on a tour operator‟s ability to attract

tourists, development and promotion of tourism plant, diversification of tourism product and

their social responsibilities to develop a remote and backward area (Camilleri, 2018). Similarly,

Saiful (2017) depicted that a tour operator is an organization, firms or a person who is

responsible for the actual arrangement of transport and accommodation facilities in any tour or

vacations. They are also responsible for operating and providing vacation through contracting,

booking and packaging together of the various components of the tour such as hotel,

transportation, meals, guides, optional tours and sometimes flights.

According to Charles (2009) a tour operator is like a service provider, providing the most

convenient option for tourists to stay, visit, as well as leave from the city. A tour operator owns a

high volume of travel services across carriers, services, and accommodation. Likewise,

Crompton and Scoho (1990) revealed tour operators plan a tour and make tour itinerary which

contains the identification of the origin, destination and all the stopping point in a traveler‟s

tours. A prospective tour operator also gives advice to intending tourists in various types of tour

programmes, which they may choose for their leisure or commercial travel. Besides, Christer

(2012) portrayed that Tour operator buys individual travel components, separately from their

suppliers and combines them into a package tour. In the same vein Cohen (2008) described that

Tour operators arrange the tour package and various tourists‟ activities to provide the best

experience to tourists/traveler according to tourist demands.

Bear in mind the current study tours operators play a key role in the tourism sector. Tour

operators create tourist product, promote them and finally sold them to tourist and organized a

tour in the best way to provide best travel experience during a tour in Amhara National Regional

State. However, tour operator itinerary is insignificant for international tourist length of stay the

region. Due to the fact that most of the time the itinerary is flexible and organized as per the

available developed attractions and tourist demand in the region.

28

2.4. Conceptual framework of the study

The conceptual framework is proposed based on the studies that have been conducted so far. The

proposed conceptual framework has both theoretical and practical implications. The framework

can be used as a guideline to create plat forms of determinants that hinder length of stay. It also

allows for the testing of the relationships between variables which will then extends the current

understanding in length of stay perspectives.

Figure 2.1: Conceptual Framework of the Study

source: Adapted from Fabricius, 2007;Gokovali et al, 2007; Emesong,2012;Sebastian and

Felix,2009;Alegre &Pou ,2006:Weaver et al ,1994;Zafer,2015;Ap and Wong,2001.

Tourist Facilities

-Comfortable

-Different classes

-Availability and standards of facility

Diversified

Attraction

-Manmade

-Natural

Price

- Value for money

-affordability

Service quality

-Hospitable community

-tour guiding service

-accommodation quality

-treatment at attraction site

-ensuring quality at tourist spot

.

Safety and

security

- Free of begging

Hassle, cheating

practice

Enhance Tourist Length of Stay

-attractive destination

-Satisfied tourist

-Prolonged stay

-Better experience

29

2.5. Summary

The overall review that the researcher described above is in line with the topic of the research.

Hence, it is vital to execute the basic works of the research. It is depicted that the review of

related literature is ideal to understand others work and to identify gaps in order to conduct

further researches in the area. The variables to be used and their relationships are also clearly

stated under the review of related literature part. In spite of the fact that several researchers did a

lot regarding to determinants of tourist length of stay Knowing factor for tourist Length of stay at

a destination is important to provoke tourism. It ensures meaningful experience to the tourists.

Hence, understanding various components of determinants practiced in tourist area is pivotal to

improve tourist length stay.

30

CHAPTER THREE

METHODOLOGY OF THE STUDY

3.1 Description of the study area

The State of Amhara consists of 10 administrative zones, one special zone, 105 woredas, and 78

urban centers. Amharic is the working language of the state (ANRSCTB, 2017).

Capital city

The capital city of the State of Amhara is Bahir-Dar

Location

The sate of Amhara is located in the north western and north central part of Ethiopia. The state

shares common borders with the state of Tigray in the North, Afar in the East, Oromiya in the

South, Benishangul/Gumuz in the south west, and the Republic of Sudan in the west.

Map of Amhara National Regional State

Map 3.1 Location of the Study Are

Source: Adopted from Yechale et al (2017)

31

Area

The state of Amhara covers an estimated area of 170,752 square kilometers.

Demographic characteristics

Based on the central intelligence agency census conducted on February 28, 2018the region's

population is 28,444,506 of which 14,283,048 are males and 14,161,458 females. Regarding

ethnic compositions, the majority of the population is Amhara, which is estimated to be 91.2%.

In addition, the ethnic composition includes Oromo (3%),Agew/Awi (2.7%), Kimant (1.2%) and

Agew/Kamyr (1%).

Major economic activities

About 85% of the people are engaged in agriculture. The state is one of the major Teff (staple

food) producing areas in the country. Barely, wheat, oil seeds, sorghum, maize, wheat, oats,

beans and peas are major crops produced in large quantities.

Cash crops such as cotton, sesame, sunflower, and sugarcane grow in the vast and virgin tract of

the region's lowlands. The water resources from Lake Tana and all the rivers found in the region

provide immense potential for irrigation development.

About 450,000 hectares of arable land is irrigable and suitable, especially for horticultural

development.

Topography and climate

The state of Amhara is topographically divided into two main parts, namely the highlands and

lowlands. The highlands are above 1500 meters above sea level and comprise the largest part of

the northern and eastern parts of the region. The highlands are also characterized by chains of

mountains and plateaus. Ras Dejen (4620 m), the highest pea k in the country, Guna (4236 m),

Choke (4184m) and Abune Yousef (4190m) are among the mountain peaks that are located in

the highland parts of the region.

The lowland part covers mainly the western and eastern parts with an altitude between 500-1500

meters above sea level. Areas beyond 2,300 meters above sea level fall within the "Dega"

climatic Zone, and areas between the 1,500-2,300 meter above sea level contour fall within the

"Woina Dega" climatic zone; and areas below 1,500 contour fall within the "Kolla" or hot

32

climatic zones. The Dega,Woina Dega and Kolla parts of the region constitute 25%, 44% and

31% of the total area of the region, respectively.

The annual mean temperature for most parts of the region lies between 15°C-21°C. The State

receives the highest percentage (80%) of the total rainfall in the country. The highest rainfall

occurs during the summer season, which starts in mid -June and ends in early September.

3.2. Tourist flows and economic contributions

According to Amhara Regional State Culture, Tourism and Parks Development Bureau (2018),

the region earned 827 million birr from tourism in the first half of this budget year. Bureau stated

that the sum of revenue was obtained from a total of more than 3.9 million domestic and foreign

tourists who visited attraction sites in the state. Compared to the same period last year (2017), the

revenue earned in the first six months exceeded by 58.9 million birr, while tourists flow

increased by over 696, 400 tourists, according to the bureau. The efforts made inside and outside

Ethiopia to promote the historical, religious, ancient and natural tourist destination contributed a

lot for the increase in revenue and tourists flow. The regional state has a plan to earn 1.4 billion

birr in revenue from the 7.3 million tourists expected to visit the state this budget year, it was

learnt. Furthermore, the sector creates huge employment opportunity for the community in the

region.

3.3. Major tourist attraction in Amhara National Regional State

Amhara region is blessed more with abundance and diversify natural environment. It has more of

the tourist attraction locations within its boundary. According to Amhara National Regional State

culture and tourism bureau the major tourist attractions are:-

3.3.1. Bahir Dar

It is mainly taken as the first stop in the Northern circuit.

The Blue Nile Falls

The Blue Nile Falls was one of the greatest falls in Africa before the construction of the electric

power dam. It is located in Ethiopian plateau, passing the Blue Nile River. This waterfall is also

known as Tis Issat meaning smoking water (Morealtitude, 2013).

33

Picture 3.1: Blue Nile Fall

Source: Field Observation, 2019

Lake Tana- Lake Tana is famous mostly as the source of the Blue Nile and as the largest lake of

Ethiopia and one of the highest large lakes in the world. At the same time, Lake Tana is also

renowned for its monasteries which can be found directly on its shores, on peninsulas and on the

many islands scattered all over the lake.

Picture 3.2: Boat Trip on Lake Tana

Source: Field Observation, 2019

34

Lake Tana monasteries: There are 37 islands that are scattered about the surface of Lake Tana,

out of which some 20 shelter churches and monasteries of immense historical and cultural

interest. Because of their isolation they were used to store art treasures and religious relics from

all parts of the country. Kebran Gabriel: Ura Kidane Mehret, Daga Istifanos, Tana Cherkos,

kebran Gebriel, Narga Selassie, Debre Mariyam, Azuwa mariam etc… are some of the

monasteries.

Picture 3.3 : Island Monastery, Narga Selassie

Source: Field Observation, 2019

3.3.2. Gondar

Founded by Emperor Fasilades in 1636, Gondar is a popular second stop on the northern circuit,

which served as Ethiopia‟s capital for almost 300 years. The modern city of Gondar is popular as

a tourist attraction for its many picturesque ruins in the Royal Enclosure, from which the

Emperors once reigned. The most famous buildings in the city lie in the Royal Enclosure, which

include Fasilades castle, it is an old castle built in 17th century for the Ethiopian emperor

Fasilides. The other palaces and structures are Iyasu's Palace, Dawit's Hall, a banqueting hall,

stables, Mentewab's Castle, a chancellery, library, and three churches. The royal enclosure lye

within a high stone walled fortification with an area of 70,000 m.sq, and 12 entrances.

35

Inside the city the other attraction is Fasilades' Bath. During the heyday of Gondar the bath had

been used for sports and religious rites on the day of Epiphany. Presently it is home to an annual

Timket ceremony where the water is blessed and then opened for bathing. Qusquam complex

built by Empress Mentewab, the eighteenth-century Ras Mikael Sehul's Palace and the Debre

Berhan Selassie Church; are the other magnificent tourist attractions in Gondar city. To the

North of Gondar, traditionally the preserve of hardened trekkers and hikers, lie the amazingly

scenic simien mountain national park.

Picture 3.4: Gondar Fasilades castle

Source: Field Observation, 2019

3.3.3. Lalibela

For most visitors to Ethiopia, the highlight of the northern circuit is the medieval capital of

Lalibela, where high in the chilly mountains of Wollo stands a complex of a dozen rock-hewn

churches often and justifiably ranked as the eighth wonder of the ancient world. The churches

stand today as an inspirational and active shrine to a Christian civilization. The series of churches

was built under the order of King Lalibela, who planned to transform the city of Lalibela into a

New Jerusalem, as Muslims mainly occupied the old Jerusalem in Israel.

A series of monolithic churches were built around 12th and 13th century and until now, the

Rock-Hewn Churches still stand firm to continually amaze tourists around the world. It was

36

honored as a UNESCO World Heritage Site in the year 1978. In total, there are eleven Rock-

Hewn Churches constructed by king Lalibela and there are also other groups around the city:

Bete Medhane Alem, where in the Lalibela Cross can be found, Bete Maryam- the church

believed to be the oldest among the Rock-Hewn Churches, Bête Golgotha, Bête Mikael, Selassie

Chapel, Betemeskel, Bete Danagel, Bete Amanuel, believed to be the royal chapel, Bete

Merkorios, Bete Gabriel Rufael, Bete Abba Libanos, Bete Giyorgis, acclaimed to be the best

well-preserved church among the series of churches, Monastery of

AshetanMaryam,YimrehaneKristoschurch(www.sarchedestinations.com/ethiopia/Amhara27/11/

2018@4:45:15a.m).

Picture 3.5: Rock Hewan Church of Lalibela, Bete Giyorgis

Adopted from: ANRSCTB (2006)

3.3.4. Semein Mountain National Park

Semein Mountain is found in Northern Ethiopia is an exotic setting with unique wildlife and

Breath-taking views on a landscape shaped by nature and traditional agriculture. The margins of

this high plateau consist of precipitous cliffs and deep, canyon-style gorges. The Walia Ibex and

the Gelada baboon, both only found in Ethiopia, can be seen within the national park

(www.Whc.unesco.org/en/lists/15:29/11/2018@5:00:10 p.m)

37

Picture 3.6: Semein Mountain National Park

Adopted from: ANRSCTB (2006)

3.4. Amhara National Regional State Tourist flow & Income statics

According to Amhara National Regional State culture and tourism bureau report the main tourist

destinations are Bahir Dar, Gondar, Semien Mountain National Park and Rock Hewan Church of

lalibela.

Table 3.1: Tourist flow statics of Amhara National Regional State

Main Tourist

Destination

Year 2018 Tourist Flow Total Income

international domestic international domestic

Bahir Dar 2018 27,203 322,305 169,835,780 208,563,058

Gondar 2018 25,223 245,090 47,975,634 202,221,827

Lalibela 2018 36,823 228,000 186,066,619 101,632,103

Semien Mountain 2018 16,461 7,000 106,321,69 5,740,000

Amhara National

Regional State

2018 209,642 12,629,895 1,394,228,275 983,135,863

Source: ANRSCTB, 2018

38

3.5. Research Design

Explanatory type of research design was employed. The objective of the current study is to

identify important variables associated with tourist length of stay and to explain the relationship

between variables. Researcher has also attempted to describe phenomena of different kinds.

Thus, the study was also descriptive in design. The researcher explained and described the

relationship between variables (Israel, 2004).

3.6. Research Approach

This research employed quantitative research methods to collect relevant data for the current

study. Quantitative research is based on the measurement of quantity or amount (Cameron,

2009). Survey were distributed to international tourists visited Amhara National Regional State.

Therefore, this study adopted a quantitative research approach (Kothari, 2004).

3.7. Target population of the Study

The subject of the current study was all international tourists visited Amhara National Regional

State both by package or independently and have overnight stay to distribute survey questioner.

Most of the time tourists visit Amhara regional state by package.

3.8. Sampling Techniques and Sample Size Determination

3.8.1. Sampling Techniques

Convenience sampling technique is pursued to recruit international tourists visited the study

area during the period of data collection. The justification behind selecting this method is the

researcher can find international tourists at the most popular tourist attraction sites. Survey

questionnaires were distributed based on availability and willingness of international tourists

to participate in the study. Therefore, the researcher employed available sampling techniques

to provide questionnaires (Ruane, 2005). Overall, 200 international tourists were selected to

fill an opinion survey questionnaire.

39

3.8.2. Sample Size

According to Amhara National Regional State Culture and Tourism Bureau, Population

intermesh of number of international tourists in 2018 visited the region and stayed for at list one

night 209,640. By taking this number as a reference the researcher determines the sample size

required to distribute survey questionnaires. The total sample size was 200.It was determined as

a sampling frame and unit of analysis using the calculating method of Cochran. It is used to

determine the total sampling frame and unit of analysis for the population that are large (above

150,000) (Cochran formula, 1963). According to Cochran formula the sample can be calculated

as:-

No = Z2p (1-p)/E

2

Where N0= is the sample size

Z =is the desired confidence level, 95%.

E- Is the desired level of precision, 5%.

P- Is the estimated proportion of an attribute that is present in the population

The value for Z is found in statistical tables which contain the area under the normal curve.

E.g. Z = 1.96 for 95 % level of confidence.

Hence the researcher determines the sample based on the above formula

Thus, no= (1.9)2(0.5) (0.5)/ (0.5)2=384.16 =384

As per this reference the researcher determines the sample size required to distribute survey

questionnaires. According to Kothari (1990) described that irrespective of the number of

populations in a given study area, the researcher can determine an appropriate sample size which

should be more than 30. Additionally, Green (1991), pointed out to run multiple regression

researcher should have a minimum sample size of 100 and will be on the safer side if the sample

size is 200 and above. Since survey questionnaires were distributed to only for international

tourists in the study area, the researcher found that involving 200 tourists as a sample was

enough to distribute the questionnaires keeping in view the proper representation of every

segment of population and manageable size of the sample.

40

3.9. Source of Data

The current study has employed both primary and secondary data.

3.10. Data collection Instrument

For the sake of answering research questions and to meet objectives of the study, the researcher

paid attention to employ significant data gathering instruments. Due to this reason, survey

questioner data collection instruments were employed to gather information for the study

3.10.1. Questionnaire

To collect primary data the researcher used close ended self-administer questionnaire. The

questionnaire was prepared originally in English and then has been translated to Germany,

France version for ease of understanding by the respondents and later on translated back to

English for analysis purpose. Questioners prepared in English, Germany, French considering the

majority of tourist arrivals in Amhara region because of social integrity, economic impact and

Primary Data Sources Secondary Data Sources

Survey questionnaires (200

international tourists)

Books, journals/ articles (since

direct, research get, Google

scholar, journal of hospitality,

management and tourism)

Government published

documents(ARSCTB,MOCT)

Website documents

(Wikipedia, ANRSCTB , tour

operator website)

Selamta magazine, reporter

tour operator broachers )

41

development relations. Four tourist destinations in the region are selected to distributed survey

questioner. According to ANRSCTB report the main tourist destination of the region are Bahir

Dar, Gondar, Semien Mountain National Park and Lalibela. As per this reference the researcher

selected the destination to distribute questioner. The survey data and time of days varied across

weeks to reduce bias considering the peak season of the region from October to march, 2019.The

questionnaire to be distributed to sample international tourist are consisted of questions that

measure their response using five- point Lickert scale. The scale was developed as 1=completely

unimportant, 2= little important, 3=neutral, 4= important, 5=very important. It is a type of

questionnaire that a researcher is developed and distributed to respondents and they read and fill

it by themselves. The questionnaire is adopted from different articles (Sebastian and Felix,2009;

Tannaz , 2017; Salmasi et al.,2012; Santos et al., 2015; Thrane, 2015; Surya, 2013; Martinette

and Melville, 2014; Leiper, 2001; Kazuzuru, 2014. The scale of length of stay was taken from

Tannaz, 2017; Thrane, 2015.Accordingly, the researcher identified items measured tourist length

of stay. Survey questionnaires were divided into three major parts. The first part deals with the

profile of respondents and the second part contains questions about the relationship between

independent variable and dependent variable (tourist length of stay) and third part measures of

length of stay.

The completion of the questionnaires is entirely based on a voluntary basis. A cover page was

attached with the questionnaire explaining the objective and importance of the research so as to

inspire the respondents to fill the questionnaire properly and provide genuine response.

Questionnaires were distributed to 200 international tourists who were stayed in Amhara

National Regional State during the period of data collection through self-administered. The

distribution was based on the number of international tourists who stayed in the main tourist

destination. Therefore, out of the total distributed questionnaires, 65 were from Lalibela, 45 from

Bahir Dar, 55 from Gondar and 35 questionnaires were distribute in semien mountain national

park.

Overall, 200 questionnaires were distributed. But, thirteen questionnaires were not properly

filled out. Therefore, only 187 questionnaires were used for the analysis.

42

3.11. Validity and reliability of data collection instruments

Cronbach alpha coefficients were employed to cheek the validity and reliability of data

collection instruments. Cronbach‟s alpha is an index of reliability associated with calculating the

reliability and validity of items that are not scored right versus wrong ranges in value from 0 to

1(Fraenkel andWallen, 2003). Based on inputs obtained from pilot test, questionnaires were

modified to satisfy the specific objective of the study.

3.12. Method of Data Analysis

After the data collected, it was edited and coded. Then, the data was entered in to SPSS version

20 to be analyzed. The data collected was analyzed using both descriptive and inferential

statistical tools. Descriptive statics tools such as mean, frequency or percentage used to

summarize the demographic characteristics of the respondent and to know the level each

independent variable on international tourist length of stay in Amhara National Regional State.

Inferential statistics was used to analyze the relationship between independent variables and

dependent variable. Inferential statistics is the process of using the characteristics of a sample to

make statements about the population from which it is drawn. Forms of statistical inference-

estimation ,conclusion and hypothesis testing from the sample or generalizing from sample about

population using ANOVA, coefficient of beta, significance value p and r2 ( Pradip,2015). In

order to test the normality distribution of residuals the study applied a histogram plot. In

addition, the researcher has conducted multicollinearity test to check if the dependent variables

are really differing from one another and scatter plot is applied. Finally, in order to predict the

value of certain variable based on the other variable, the researcher analyzed with multiple linear

regression model.

3.13. Model of Specification

The data consists of n observations on a dependent or response variable y and p predictor or

explanatory variables,X1,X2,…..Xp .the relationship between y and X1,X2,….Xp is formulated as

a linear model.

Y= βo +β1X1+β2X2+ …….. βPXP+ E

43

Where βo, β1, β2……. ΒP are constant referred to as the model regression coefficients (or simply as

regression coefficients) and E is a random disturbance/error.

The model of this research can be demonstrated as;

Where; Yls = tourist length of

Att is attraction

Faci is tourist facility

saf is safety and security

pri is price at the destination

serqua is service quality

Tourite is tour operator itinerary

E is error term

0is the Intercept

1 2 3 4 are coefficient of variables.

Yls = βo + β1Att+ β2Faci+ β3Saf+ β4Pri + β5Serqua +β6Tourite+ E

44

3.14. Ethical Considerations

In the context of research, according to Saunders, Lewis and Thornhill, (2001) ethics refers to the

appropriateness of your behavior in relation to the rights of those who become the subject of

your work or are affected by it. The researcher took into account the dignity and safety of the

research participants. The respondents had not been enforced to participate in the study.

Furthermore, the researcher respected the work of previous investigations and acknowledged

their work by citing appropriately.

Findings were reported in a complete and honest fashion, without misrepresenting what had been

done or intentionally misleading others as to the nature of it. Moreover, data were not fabricated

to support a particular conclusion. When the researcher obtained data from tourists through

questionnaire ask permission from them and tour guides. To maintain the confidentiality of the

information provided by the respondents, the respondents was instructed not to write their names

on the questionnaire and assured of that the response were used only for academic purpose and

kept confidentially.

45

CHAPTER FOUR

DATA PRESENTATION, INTERPRETATION AND

DISCUSSION

4.1. Introduction

This research aims to examine the determinants of international tourist length of stay. In order

attain the objective, the researcher developed Likert scale questions and gathered data through it.

Besides, multiple linear regression model was employed to show the relationship among

variables. Therefore, results and discussions with respect to determinants of international tourist

length of stay in the study area are delineated.

4.2. Questionnaire distributed and response rate

Two hundred (200) questionnaires were distributed to international tourists at Bahir Dar, Gondar

and Lalibela airport on departing station through self-administered. A total of 200 questionnaires

were collected and among these 13 questionnaires were not properly felt. Therefore, they were

discarded from the analysis. The rest 187 questionnaires (93.5%) were fully completed and used

for the subsequent the analysis.

46

4.3. General information about the respondents

Table 4.1: Demography profiles of the respondents

No. Variables Category Number Percent

1 Age 20-30 20 10.7

31-40 65 34.8

41-50 71 38.0

51-60 20 10.7

Above 61 11 5.9

Total 187 100.0

2 Educational

Level University degree and above 51 27.3

College graduate 122 65.2

Secondary school level 14 7.5

Primary school and below 0 0

Total 187 100.0

3 Origin/nationality Africa 26 13.9

Europe 88 47.1

America 31 16.6

Asia and pacific 20 10.7

Australia 22 11.8

Total 187 100.0

4 Marital status: Single 54 28.9

Married 133 71.1

Divorced 0 0

Widowed 0 0

Cohabitation 0 0

Total 187 100.0

5 Employment

status

Employed 53 28.3

Retired 55 29.4

Self employed 79 42.2

Un employed 0 0

47

Total 187 100.0

6 Travel

experience to

Ethiopia

First time 145 77.5

Repeat 42 22.5

Total 187 100.0

7 Gender Male 119 63.6

Female 68 36.4

Total 187 100.0

Source: Researcher‟s field survey, (2019).

As Table 4.1shows, 20(10.7%) of the respondents are at the age of 20-30 years, 65 (34.8%) of

the respondents are between the age of 31-40 years, 71(38.8%) of the respondents are between

the age of 41-50 years, 20 (10.7%) of the respondents are between the age of 51-60, 11 (5.9%) of

the respondents are above the age of 61. This implies that the majority of respondents were

adults.

The educational background of the respondents‟ shows that 51(27.3%) of the respondents hold a

university degree and above, 122(65.2%) of the respondents are college graduates, 14 (7.5%) of

the respondents completed secondary school. Thus, most of the respondents are college

graduates. This shows that the majority of the respondents have an ability to understand and fill

the questionnaire well. As far as the origin of the respondents is concerned 26(13.9%) are from

Africa, 88(47.1%) of the respondents are from Europe, 31(16.6%) of the respondents are from

America, 20(10.7%) of the respondents are from Asia and pacific, 22(11.8%) of the respondents

from Australia (see Table 4.1). This figure shows the majority of the international tourists are

from Europe. This tells us Ethiopia receives large number of tourists from Europe. The marital

status of the respondents shows that 54(28.9%) of the respondents are single, 133(71.1%) of the

respondents are married. Thus, the majority of the respondents are married. The employment

status of the respondents shows that 53(28.3%) of the respondents are employed. 55(29.4%) of

the respondents are retired and 79(42.2%) of the respondent are self- employed. Hence, this

implies that most of the respondents are self- employed. With regards to the traveling experience

of tourists 145(77.5%) of the respondents are first time visit and 42(22.5%) of the respondents

are repeat visit. The gender of the respondents shows that 119(63.6%) are males and 68(36.4%)

of the respondents are females.

48

4.4 Reliability analysis

Fraenkel and Wallen (2003) ascertain that Cronbach's alpha is the most common measurement of

internal consistency ("reliability"). It is most commonly used when researchers have multiple

Likert scale questions in a survey/ questionnaire that form a scale and you wish to determine if

the scale is reliable. A researcher has devised a 15 questionnaire to measure how international

tourists responded and understood. Each question was a 5-point Likert scale from "completely

unimportant" to "very important". A Cronbach's alpha was run on a sample size of 15

international tourists visiting Amhara regional state. According to Fraenkel and Wallen (2003)

scales with a coefficient between 0.80 and 0.95 are considered to have very good reliability,

Scales with a coefficient between 0.70 and 0.80 are considered to have good reliability, and

value between 0.60 and 0.70 indicates faire reliability. As it is depicted in Table 4.2, the present

study‟s Chronbach‟s Alpha values shows that items used to measure length of stay, attraction, ,

tourist facilities, tour operator itinerary ,safety and security are in a range of good reliability.

Hence, items used are consistent to measure the five variables. However, Chronbach‟s Alpha

values shows that items used to measure price and service quality were in a range of fair

reliability. Moreover, no significant change is shown to be appeared if an item is deleted.

Table 4.2: Reliability analysis of variables

No Variables No. of items Chronbach’s

Alpha ( )

1 Attraction 11 .757

2 Tourist facility 9 .707

3 Price 5 .639

4 Service Quality 4 .601

5 Tour operator Itinerary 3 .729

6 Safety and Security 4 .778

7 Length of stay 10 .769

Source: researcher‟s computation with SPSS version 20 (2019).

4.5. Mean Comparisons of the study

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Table 4.3 descriptive statistics of mean comparison of variables

Independent variables N Mean

Attraction 187 3.68

Facility 187 3.86

Safety 187 3.55

Price 187 3.85

Quality 187 3.55

Itinerary 187 3.22

Valid N 187

Group Mean 3.6

Source: researcher‟s computation with SPSS version 20 (2019).

The mean value of the current study was evaluated according to Zaidaton and Bagheri (2009)

described that while comparing elements the mean score below 3.39 could be considered as low,

the mean score from 3.40 up to 3.79 would be considered as reasonable and mean score above

3.79 could be viewed as high as compared to the other variables in the same group.

As reveled in Table 4.3, Tourist facilities (3.86), price (3.85), attraction (3.68 ),service quality(

3.55),safety and security(3.55) had mean value above and equal to the group mean (3.6). It

implied that tourist facility, attraction, price, safety and security and service quality at the

destination got the highest importance level for international tourists‟ length of stay.

On the other hand, tour operator itinerary (3.22) had low mean value as compared to the other

determinants described in Table 4.3. Therefore, tour operator itinerary got low importance level

in determining international tourists‟ decision to stay more in Amhara National Regional State.

This is because of the fact that tour operators‟ itinerary is opinion based and flexible (Wondirad,

2018). Furthermore, the finding of the current study also coincides with the findings of Shah

(2011) noted that destination facilities and attractions are the major components of destination

attractiveness for tourists. Besides, Shah (2011) stipulated that destination attractions comprise

all form of visitor attractions that influence tourists‟ length of stay at destination. Without

destination attractions there could be no tourism to talk about because no one would travel to a

place and stay without anything having special interest (Alubel, 2010). Likewise, Yabibal (2010)

also pointed out that attraction and facilities at a destination are decisive factors for tourists to

stay more nights.

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4.6. Multiple Linear Regression Model

The current study intends to show the relationship between independent and dependent variables.

That is the relationship between attraction, tourist facilities, service quality, price, safety and

security and tour operator itinerary as an independent variable and tourist length of stay as one

dependent variable. To that end, multiple linear regression function was employed to delineate

the extent to which variables are related (Kim, 2017).

4.7. Testing Regression Assumptions

4.7.1. Normality Test

To recruit multiple linear regression model the distribution of data should be normally

distributed and satisfy the linearity between y (dependent variable) and x (independent variable).

Which means the distribution of data is free from skewed and kurtosis (Gulden and Nese, 2013).

Figure 4.1 Histogram Normality Tests

Source: researcher computation with SPSS version 20 (2019).

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Figure 4.2 Q-Q Plot linearity assumptions

Source: researcher‟s computation with SPSS version 20 (2019).

As presented from the figure 4.1 and 4.2 histogram and normal Q-Q plot, the tourist length of

stay has normal probability plots. It seems like a straight line which is normally distributed.

Thus, it is approximately a linear pattern consistent with normal distribution. Therefore, the

normality assumption for dependent variable is satisfied (Tarik and Ercan, 2017).

4.7.2. Multicollinearty Test (between Independent Variables by Using VIF)

As revealed in Table 4.6, the VIF of independent variables are found between 1 and 6.

Consequently, there is no multiculinarity problem in the present study. Because of the fact that,

as the assumption of multicollinarity in multiple regressions checked by variance inflation factor

(VIF) indicated, VIF between 1 and 10 shows no relationship among independent variables in a

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given study. In the current study, the independent variables are not highly correlated. Therefore,

model assumption is satisfied (Gulden and Nese, 2013).

Figure 4.3 Scatter plot

Source: researcher‟s computation with SPSS version 20 (2019).

As showed from the Figure 4.3, scatter plot the residual variance is not equal and then residual

plot have no funnel shape distribution (v shape) and the errors (residual) have different variance.

A plot regression standardized residual versus regression standardized predicted should show no

pattern. Therefore, there is no hetrosecadastic problem that means homocedecity assumption is

satisfied. In addition, if one scatter plot is randomly distributed researchers can conclude that the

relationship between independent variable and error is independent. So that, the current study

satisfied this assumption (Ranjay,et al.,2017)

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4.7.3. Normality Assumption Standardized Residuals.

Figure 4.4 Histogram Standardized Residuals

Source: researcher‟s computation with SPSS version 20 (2019).

As in figure 4.4 and 4.5 histogram and p-p plot showed that the residuals are normally

distributed. Therefore, normality assumption for residual are satisfied (Ranjay,et al.,2017).

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Figure 4.5 Linearity assumption Standardized Residuals

Source: researcher‟s computation with SPSS version 20 (2019).

4.8. Regression result analysis

As presented in Figure 4.4, the histogram plot was utilized to test the normality distribution of

residuals. It purported that residuals were normally distributed in most cases with the mean of

6.83E-16 and standard deviation of 0.983. This shape basically implies that majority of scores

lie around the center of the distribution. As a result, it fulfilled the assumption of multiple

regressions model.

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4.8.1. Test of autocorrelation

The value of autocorrelations test of this study is 2.263 which were close to two as shown in

Table 4.4. Therefore, errors found in different observation the current study are uncorrelated.

This is because of the assumption that for any two observations the residual terms should be

uncorrelated or independent (Cheng et al., 2019). These assumptions can be tested with the

Durbins-Watson test, which tests for serial correlations between errors. Specifically, it tests

whether adjacent residuals are correlated or not. The test statistic can vary between 0 and 4; with

a value of 2 the residuals are uncorrelated. A value greater than 2 indicates a negative correlation

between adjacent residuals whereas a value below 2 indicates a positive correlation (Cheng et al.,

2019).

4.8.2. Multicollinearity Test

As described in Table 4.5, the value of Variance Inflation Factor (VIF) is between 1.04 and 6.

The value of Variance Inflation Factor (VIF) is still above 1 and the tolerance statistics is above

0.1. Thus, this study show that independent variables are not correlated. Hence, the current study

fulfilled multicollinearity assumption of multiple linear regression model. According to (Jatupat

Mekparyup & Kidakan, 2014). multiculinarty is a problem when continuous independent

variable are correlated and can be assessed using VIF , tolerance and scatter plot.

Table 4.4 Model Summaryb

Model Summaryb

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

Durbin-Watson

1 .795a .632 .621 .06396 2.263

Source: researcher‟s computation with SPSS version 20 (2019).

a. Predictors: (Constant), Itinerary, Attraction, Quality, Safety, Price, Facility)

b. Dependent Variable: Length stay.

As depicted in Table 4.4, the value of multiple correlation coefficients between the predictor and

the outcome is indicated by R is 0.795. It implied that correlation between the six independent

variables (Itinerary, Attraction, Quality, Safety, Price, and Facility) and Tourist length of stay

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and this variable predict length of stay very well. The proportion of variation in tourist length of

stay is explained by the model R2 =0.63=63%, indicated that 63% of the variance in length of

stay can be predicted by the combination of six independent variables. It showed this prediction

applied in the model is reliable. R2 is a measure of the magnitude that independent variables

express the dependent variables in a study (Jatupat Mekparyup and Kidakan, 2014). Enters

method was used to identify statistically determinant variables on the dependent variable.

Table 4.5 ANOVAb

Model Sum of Squares df Mean Square F Sig.

1

Regression 65.760 6 10.960 2678.966 .000b

Residual .728 178 .004

Total 66.488 184

Source: researcher‟s computation with SPSS version 20 (2019).

a. Dependent Variable: Length stay

b. Predictors: (Constant), Itinerary, Attraction, Quality, Safety, Price, Facility

Table 4.5 showed the ANOVA report on the general significance of the model and how well the

model fit. Thus, the value of regression residual is .00b implied that the independent variables are

fit to predict the dependent variable and residuals didn‟t affect it (Tarik and Ercan, 2017).

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Table 4.6 Coefficients of variables

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. Collinearity

Statistics

B Std. Error Beta Tolerance VIF

1

(Constant) .220 .043 5.114 .000

Attraction .393 .033 .381 12.034 .000 .61 6.32

Facility .834 .041 .781 20.439 .000 .42 3.73

Safety .37 .016 .39 2.383 .018 .22 4.45

Price -.182 .028 -.175 -6.585 .000 .87 1.49

Quality .051 .013 .061 3.806 .000 .24 4.15

Itinerary -.007 .006 .010 1.241 .216 .96 1.04

Dependent Variable: Length of stay

4.8.3. Hypothesis testing

Assumptions

In statistical package (SPSS, STATA) to undertake hypothesis one part of the output

is p value (significant value) and coefficient of beta (correlation coefficient value).

If p <0.05 reject Ho (null hypothesis), Evidence of HA being true (i.e. is relationship)

If p >0.05 do not reject Ho (null hypothesis), (i.e. is no relationship)

Correlation coefficient value Beta

-0.3 To 0.3 weak relationship

-0.5 To -0.3 or 0.3 To 0.5 moderate relationship

-0.9 To -0.5 or 0.5 To 0.9 strong relationship

-1.0 To -0.9 or 0.9 To 1.0 very strong relationship

Source: Cohen (1992)

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As per the assumptions given above, Table 4.6 showed that:

There is no positive significant relationship between tour operator itinerary and tourist

length of stay (B=-0.007, P>0.05). Thus, the null hypothesis with regard to tour

operators‟ itinerary is accepted.

The B value of Attraction is 0.393 and P<0.05, therefore, the null hypothesis for this

variable is rejected. To that end, there is significant relationship between attraction and

international tourist length of stay in Amhara National Regional State (North Western

Ethiopia).

The B value of tourist facility is 0.834 and P<0.05. Subsequently, the null hypothesis

for this variable is rejected. It indicates that there is a significant relationship between

tourist facility and international tourist length of stay in the study area.

The B value of safety and security is 0.37 and P<0.05. Consequently, the null

hypothesis for this variable is rejected. It indicates that there is a significant relationship

between safety and security and international tourist length of stay in the study area.

The B value of price -0.182 and P<0.05. Hence, the null hypothesis for this variable is

rejected. It purported that the relationship between price and international tourist length

of stay is significant within the study area.

The B value of service quality is 0.051 and P<0.05. Therefore, the null hypothesis for

this variable is rejected. Thus, there is a significant relationship between service quality

and international tourist length of stay in the study area.

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4.8.4. Attraction

The regression result of coefficient of beta is 0.393 and the p value is .000, showed that attraction

both natural and cultural has significant positive relationship with international tourist length of

stay in Amhara National Regional State. As the result, attraction played its part to elongate

international tourist length of stay. In line with this result, Teshale (2010) pointed out that most

tourist are interested on parks, wildlife sanctuaries, mountains, floras, faunas, safari, adventure

and beach and historical tourism resources in tourist destinations. Likewise, Fabricius (2007)

indicated that there is a significant relationship between attractions such as Beaches, Mountains,

Parks and weathers and cultural (heritages, monuments, festivals, arts) and tourist length of stay.

Since Amhara National Regional State is a home of tremendous attractions, it is prominent to

elongate international tourist length of stay. Destination attractions are the major determinants of

international tourist length of stay at tourist destinations (Shah, 2011). In principle attraction as a

major component of tourism encourage visitors to stay more in tourist destinations (WTTC,

2017). Besides, attractions along with tourism product diversification on the bases of tourists

travel behavior and prudent visitor management has paramount significance to enhance

international tourist length of stay and optimize tourism multiplier effect ( kebete & wondirad,

2019). Moreover, Ethiopia has ranked better in natural and cultural tourism resources as

compared to other components of travel and tourism. Evidently, the role of attraction in

elongating tourists‟ length of stay is quite eminent (WTTC, 2017).

Moreover, based on previous studies such as Nicolas et al., (2012) there exist a general

consensus about the significance of attraction in decision making process of international

tourists‟ length of stay. An increase in the number of attractions leads to a statistically significant

increase in the expected length of stay (Tannaz and Oystein, 2017). Moreover, the diversification

of attraction effect is quite large in elongating international tourist length of stay. Obviously,

attraction plays a crucial role in determining the tourist length of stay in Amhara National

Regional State. In consonant with this, Wale (2010) outlined that natural attraction and cultural

heritage is the most decisive factor in attracting longer stay tourists at a destination. Therefore

the researcher is safe to conclude attraction has a significant relationship with tourist length of

stay.

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4.8.5. Tourist Facilities

As the present study‟s coefficient and significance value (B=0.834 and P<0.05) delineated that

tourist facilities has significant relation with international tourist length of stay in Amhara

regional state. Undoubtedly, tourism facility is one of the very important parts that determine

international tourist length of stay within tourist destinations (Raju, 2009). According to the

result of the present study pertaining to facilities in relation to tourist length of stay, the tourist

facility with it variety and quality hotel, resort, and apartment, traditional houses, pensions

banks) are quite obtrusive to foster international tourists length of stay in the study area. In

accordance with this, (Ahmed, 2010) noted that spacious facilities and services with variety and

quality is a decisive factor in determining tourist length of stay. Amhara National Regional State

as a home of ample tourism resources strived to offer a range of tourist facilities in order to

encourage international tourists to stay more. Hence, tourist length of stay at a destination often

leans on the availabilities and quality of tourist facilities (Nicolas et al., 2012).

4.8.6. Safety and security

The B value of safety and security is 0.37 and P<0.05. It shows that any activities that assure

safety and security in tourist destinations like Amhara National Regional State has a significant

relation with tourist length of stay. This result of the present study is further reinforced by Kovari

(2011) who ascertained that the success or failure of tourism destination depends on being able

to provide a safe and secure environment for tourists. As tourist demand safe and secured

environment, it is the mandate of tourism destinations to provide an enabling environment for

tourists travelling and staying at a particular tourist area (WTO, 2016). Thus, findings of the

present study revealed that safety and security are vital to carry out tourism related activities in

tourism destinations and determine tourists‟ length of stay.

4.8.7. Service quality

As per the multiple linear regression model result of the current study, the B value of service

quality is 0.051 and P<0.05. It depicted that service quality has a significant relationship with

international tourist length of stay in Amhara regional State. Quality services such as food and

beverage, accommodation, facilities, hospitability of local people and tour guide service in

Amhara National Regional State also encouraged visitors to experience more and stay longer. In

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line with this, Mukhles (2013) noted that quality services in conjunction with other products in

tourism determine tourist length of stay within tourism destinations. For Amhara national

regional state as an emerging tourist destination, pertinent services offered by service providers

would be crucial to retain customers for more nights. Hence, service qualities often go with the

interests of users for a particular product (Huseyin and Rukiye, 2015).

Providing quality service improves satisfaction of tourists and this believed to lead to increased

international visitation, repeat purchases of the same tourist products, tourist loyalty and better

experience at tourism destination (Arwa, 2015). Moreover, highly satisfied tourists spread

positive word-of-mouth and in effect become walking, talking advertisements for providers

whose service has pleased them and encourages longer stay (Vesna, 2015). Tourists are often

willing to stay with a firm that meets their needs (Halil & Kashif, 2005). Therefore ,The current

study ensured that service performances at tourist destinations determine the degree of

satisfaction of a user of the service and have a significant impact on tourist length of stay. This

result agrees with Azam (2011) described that service quality in accommodation and catering, in

attraction site and professional guiding services determine tourist length of stay at a destination.

Having knowledge on these areas and taking these important issues into consideration would

definitely help tourism stakeholders meet the challenge of improving service quality in the

tourism industry.

4.8.8. Price

As the survey result of this study referred the B value of price is -0.182 and P<0.05. In Amhara

National Regional State price has significant relationship with international tourist length of stay.

In accordance with this result, Horner and Swarbrooke (2007) mentioned that price is an

important aspect of the destination‟s competitiveness and tourist length of stay. Often

international tourists‟ length of stay and their decision mainly depends on price of products and

services. It is also stated that the cost of accommodations, transportation to the destination and

within the destination, cost of tour packages and entrance fee have a significant relationship with

tourist length of stay (Christie &Crompton, 2001). Likewise, the price of the tourism service and

the affordability of tourists during their stay at a destination affect the length of stay (Jannit &

Aeka, 2016). In most instances, when price increases, the tourists‟ length of stay will decrease.

Tourists spending power become limited even if their travel decision changes to other destination

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(Jewoo and Choong, 2017). Therefore, the researcher is safe to conclude price has a significant

impact on international tourist length of stay in Amhara Regional National State, North Ethiopia.

4.8.9. Tour operator itinerary

As per the survey result described in multiple linear regression model the coefficient of beta

value is -.007 and the significant value p is .216 which is greater than 0.05. It alludes that there is

insignificant relationship between tour operator itinerary and international tourist length of stay

in Amhara National Regional State. As long as tour operator itinerary is mainly relied on the

interest of the tour operators, the itinerary developed by the tour operator has insignificant

relationship with tourist length of stay in the study area. I conduct a content analysis for a sample

of 50 tour operator itinerary among 400 tour operators base in Addis Ababa mostly organize a

tour in the historic rout of Ethiopia (MOCT 2018). As per tour operator‟s itinerary the package in

Amhara National Regional State bases on Bahir Dar, Gondar, Semien Mountain National Park,

and Rock Heawan Church of Lalibela. Commonly they organize a tour by combining

transportation, accommodation, and meal and entrance fee at a duration of 6-7 days. This figure

shows that tour operator itinerary bases on the developed and promoted attraction in line with

tourist preference. Besides, most tour operators‟ emphasis on developed attractions by

considering tourist preference in the study area (Irawan et al., 2013). Therefore, the researcher is

safe to conclude there is insignificant relationship between tour operator itinerary and tourist

length of stay.

Yls = βo + β1Att+ β2Faci+ β3Saf+ β4Pri + β5Serqua +β6Tourite+ E

Yls=0.220+0.393Att+0.834Faci+0.37Saf-0.182Pri+0.051Serqua-0.007Tourite

The result of regression model equation indicates that when Att increased by one unit Yls

increased by 0.393, when Faci increased by one unit Yls increased by 0.834units, when Saf

increased by one unit Yls increased by 0.37 units, when Serqua increased by one unit Yls

increased by 0.051 units. On the other hand when when Pri increased by one unit Yls decreased

by -0.182 units. From these out put the researcher concludes that large influence comes from

Tourist facility and least from tour operator itinerary. Tourite and Yls -0.007shows no

relationship

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CHAPTER FIVE

CONCLUSIONS AND RECOMMENDATIONS

5.1. Conclusion and implication on destination performance

Ethiopia owns twelve UNESCO registered heritage sites and resources. Eleven cultural and

historical heritages (tangible and intangible) and one natural sites. Among this 3 of the most

visited UNESCO registered site is found in Amhara regional state. The region is the second

largest destination next to Addis Ababa in terms of both arrivals and receipt of international

tourists (MOCT, 2015). However, Ethiopia in general and Amhara regional state in particular

are experiencing poor tourism performance both in attracting tourist arrivals and receipt of

tourism compared to other African countries especially Kenya, Tanzania, Uganda and South

Africa.

Tourism earning in particular destination depend not only the arrivals but also the visitors‟

spending pattern and their length of stay at the destination. The length of a tourist‟s stay at a

given destination plays a pivotal role, as the time spent in the destination is in close relation with

money being generated, jobs created, occupancy rates in tourist accommodation establishments

and retail growth as the length of stay increased the consumption of tourism product

simultaneously increased. Due to this reason the current study was initiated to examine the

determinants of international tourist‟s length of stay in Amhara regional state. Hence, this study

has attempted to identify the major determinants of international tourist length of stay in Amhara

regional state as a destination and forward possible recommendation to improve the destination

competitiveness of the region.

Results of this study generally support the hypothesis formulated in terms of the relationship of

attraction, tourist facility, safety and security, service quality, price and tour operator itinerary

with international tourist length of stay. Thus, the following conclusions can be drawn;

Findings of the current study show that Tourist facilities have a significant relationship with

international tourist length of stay (B=.834 and P< 0.005).According to the result tourist facilities

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like nightlife and entertainment activities, recreation facility, banking and financial system, water

based activities, presence of variety accommodation, health and medical facilities, food and

beverage facilities, shopping facilities, transport facilities are crucial in determining tourist

length of stay decisions in Amhara National Regional State. These elements are relevant for

visitors to have an enjoyable and comfortable stay at a destination. A study by Thrane (2012) has

lent support to this finding. Due to tourists are highly demanding quality, accessible and

comfortable tourist facilities throughout their tripe duration. It is expected that providing high

quality and comfortable facilities can prolong the length of stay and promote the contributions of

the tourism industry to the benefit of the economy.

Attraction is another explanatory variable has a significant relationship with international tourist

length of stay in Amhara regional state (B=.393, P <0.005). A positive significant sign of this

explanatory variable shows attraction plays a decisive important role for tourists to have

extended stay. More over tourists demand new experience and diversified attraction at the given

destination to determine their length of stay decisions. Furthermore, the study by Thrane (2015)

shows that attraction features and visitor duration of stay are significantly correlated. Regarding

to this, tourists are highly impressed by the cultural and natural tourism resources. Attraction is

major tourism component in destinations that largely determines tourists‟ length of stay and

influence their motivations to visit. This includes, Natural attractions(landscape, seascape,

beaches, climate, flora and fauna and other geographical features) and Cultural attractions

(history and folklore, religion and art, theatre, music, dance and other entertainment, and

museums, Social attractions, way of life and customs of resident or host population, language

and opportunities for social encounters).

Findings of the current study depicted that safety and security has a significant relationship with

international tourist length of stay in Amhara National Regional state (B=.37, P< 0.05). The

study indicates safety and security plays a key role in the number of nights tourists spent in the

Region. That is, the tourists who travel to Amhara National Regional State required safe and

secure environment during their duration of stay. Similarly, based on descriptive statistics,

tourists gave high importance level for safety and security. A study by Kovari (2011) suits with

this study result, as would be expected, a longer stay in the destination is associated with safety

65

and security and results higher tourist consumption on the destination due to free movement of

tourist.

Results of current study indicates that service quality has significant relationship with

international tourist length of stay in Amhara National Regional State (b=.51, P<0.05). This

includes hospitable community and friendliness of local people, tour guiding service, service

quality in accommodation and catering establishment, service quality in attraction site. In line

with according to (Godbey, 1997), Making service quality advanced and more tourists oriented

will result for an extended tourist length of stay in the region. Service quality is considered as a

standard used to assess the effectiveness of a particular leisure service agency. Therefore, the

quality of service in tourism industry plays an important role for tourists to have better

experience and more nights at a destination.

Another determinant of international tourist length of stay in Amhara National Regional Sate is

price. The result of the current study shows price has significant relationship with international

tourist length of stay (B=.182, P<0.05). This includes, price of local transport , Accommodation

charges , food and beverage cost , guiding fee , tour package price , price of local commodities ,

entrance fee charges. The study by Eilat and Einav (2004) support the current study. The author

suggests that the price of the tourism service and the affordability of hospitality service affect the

tourist experience and expenditure. Therefore, transportation, accommodation and other tourism

service price is the decisive factor for tourist length of stay decision.

According to the survey result, tour operator itinerary was not found significant in our study. It‟s

the only explanatory variable which has insignificant relationship with international tourist

length of stay in Amhara National Regional State (B=-.007, P>0.05).The rationale behind to this

variable is itinerary is prepared as per the available attractions in the region.

Generally, the finding of this study shows that tourists‟ length of stay in Amhara National

Regional State is highly impressive and astonishing by the tourist facility, attraction, safety and

security, price and service quality. As far the relative effects of determinant factors on

international tourist length of stay in Amhara regional state is concerned, the result of multiple

regression coefficients showed tourist facility has the highest beta value which indicates the

highest significant effect in determining international tourist length of stay followed by

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Attraction with a beta value of (B=00.83 B= 0.39) respectively. Additionally, identifying and

ranking major determinants and providing detailed data for the tourist consumption component

can improve the tourism contribution in Amhara National Regional State.

5.2. Recommendation

Based on the findings of the study, the researcher would like to forward the following

suggestions which have paramount significance for practitioners, academicians and destination

organizations‟ and other tourism stakeholders.

With respect to Attraction Amhara National Regional State shall concentrate on issues

like developing and promoting new tourism products to international visitors. Besides,

the destination management bodies should also emphasis on providing nature-based

activities in conjunction with cultural practices which enable visitors to have meaningful

experience in the study area. As attractions are the cornerstones of tourism activities, tour

operators and travel agents ought to incorporate nature and culture based attractions that

are spectacular and unique on the tour itineraries. Overall, all stakeholders in tourism (

tourism bureau, local communities, tour guides, tour operators, travel agents and

professionals in the field) should work in collaboration to have attractions that impress

every one‟s eye and elongate tourists length of stay in the study area. It should be

recommended that tourism product development and offer diversified tourism products to

tourists to elongate the length of stay of tourist as well as increase expenditure. To

achieve such diversification of the tourism product base, market based tourism

development approach guided by innovation and creativity should be implemented not

only leisure products, but also the niche tourism products such as culture based tourism,

sports, business, conference and health, geared towards the domestic, national and

international tourist markets is urgently needed.

Pertaining to tourist facilities, service providers in the study area have to provide wide

variety of services and facilities that tourists entail. Hotels, resorts and gust houses shall

often provide authentic food, beverage and room facilities to tourists coming from

different corners of the world. Apart from hotel services, the local government bodies and

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public institutions should have to be alert in offering services like banking, insurance,

transportation and other infrastructures that tourists would like to have during their stay

in the study area. Therefore, it recommended that the provision of the tourist‟s facilities

in line with general infrastructure facilities and services to satisfy the needs and

experience of tourists at destination.

Tourism products delivered in the study area had their own price. Regarding about price,

the researcher suggested that all services provided by star and tourist standard hotels shall

have prices that consider the purchasing power of the tourist. Entrance fee devised by

destination management bodies in the study area shall have its own rule and regulation to

meet the interest of long stay guests. For frequent guests and group travelers discount rate

shall be applied.

Safety and security shall get a prime attention in the study area. Thus, to provide a

lucrative and safe environment, government police force, local communities, tourism

business operators and destination management bodies ought to work together.

As long as tourism is ubiquitous activity, it frequently demands quality products and

services which are unique to a particular destination. Hence, to meet the various needs of

international tourists, service providers in the study area should focus on multiple

products that possess the right quality. Service providers should also focus on local and

organic products to be offered to international tourists. Additionally, to improve service

delivery related to tourism, supervision and certification activities have been undertaken

and Criteria have been developed by tourism government organizations.

5.3. Limitations of the Study and Future Research Directions

Regarding to the objective of the study, the current study encompassed only six variables

determining international tourist length of stay. It is of course, not possible to control all the

determinants influencing length of stay. Thus, limitation was occurred to covers determinant

factors in Amhara National Regional State. Hence future research work should be conducted

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considers other variables like socio demographic profiles, income, promotion, trip purpose

and others.

With reference to sampling techniques, this study did not utilize probability sampling

techniques such as simple random sampling, systematic sampling and stratified sampling.

Hence, the study applied convenience sampling techniques for international tourist survey to

collect data and draw conclusions. Because of this, the sample selected for the study may not

represent the whole target populations.

This research assessed from the international tourist‟s perspective in Amhara National Regional

State. Hence, this research didn‟t include perceptions from domestic tourists. Future research

works shall focus on to conduct further study by including domestic tourists and how the factors

affect the length of stay of tourists shall also be examined. This include, how tourists evaluate the

quality of services, attraction, facilities, safety and security, price, they received while on trip and

challenges facing in Amhara National Regional State in order to get a broader picture of factors

influence on tourist length of stay. It shall also focus on repeating the current study after some

years to understand whether differences will be obtained or not. Pertaining to the methodological

aspects, future research shall also emphasis on key informant interview and focus group

discussion too.

69

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78

Appendixes

Appendix 1: Tourist Survey Questionnaire

Dear Respondents,

I do appreciate it if you could spare a few minutes in filling my questionnaire and participate in

the study that aims to addresses determinants of tourist length of stay in Amhara region. I

guarantee that your answers will remain confidential and will be used for academic purpose only.

Please note that your answer should reflect your own personal opinion.

If you have any enquire or would like to obtain the result of the research you are kindly advised

to communicate the researcher using the following address:

Cell phone: +251 -929-45-96-30

Email: kingteshager@yahoo.com

Thank you for your cooperation!!

Sincerely,

Negese Teshager

HAWASSA UNIVERSITY

COLLEGE OF BUSINESS AND ECONOMICS

SCHOOL OF HOTEL AND TOURISM MANAGEMENT

POSTGRADUATE PROGRAM IN HOSPITALITY MANAGEMENT (MHM)

79

Part Two:-Destination Components (Elements) of Amhara Region.

Dear respondents

answer on each element on the space provided.

How would you judge (evaluate) the level of the following Destination attributes in your length

of stay decisions in Amhara region as a tourist destination? Please rate them on a scale

“1”=Completely Unimportant, “2”=A little Important,”3”=Neutral,”4”=Important and “5”=Very

Important.

Factors that determine tourist length of

stay

Com

ple

tel

y

unim

port

a

nt

A l

ittl

e

import

ant

Neu

tral

Import

ant

Ver

y

import

ant

1 2 3 4 5

80

1. Attraction

Natural

1.1 National parks and wildlife sanctuaries

1.2 Beautiful natural scenery and landscape

1.3 Nature based activities(e.g. trekking, bird

watching, bush walking)

1.4 A variety of flora and fauna(e.g. animals

,birds, forests)

1.5 Climate and weather conditions

1.6 Environment cleanliness & sanitation

Cultural

1.7 Cultural events and festivals

1.8 Variety of local cuisine/Games &

Activities –golf, gym, sports, casino

1.9 Historical sites, Monuments

1.10 Museums and art galleries

1.11 Cultural heritages

2 Tourist Facilities

2.1 Recreation facilities(e.g. leisure facilities,

horse riding, mountain biking, beach)

2.2 Nightlife and entertainment activities (e.g.

bars, disco, fun, dancing)

2.3 Banking & financial system

2.4 Water based activity (e.g. Swimming,

Boating, Fishing, Rafting)

2.5 Health and medical facilities in the study

area

2.6 Presence of variety accommodation (hotel,

resort, apartment, pensions )

2.7 Food and beverage facilities &service

2.8 Easily access of shopping facility

2.9 Transport facilities

3 Safety And Security

3.1 Free Hassle

3.2 Personal safety and security

81

3.3 Safe communities

3.4 Free of Crime (dangerous practices of

tourists leisure activities, driving, food and

drink)

3.5 Free of Harassment(assault,burglary,

swindle rape)

3.6 No Cheating practice (theft, pick

pocketing)

3.7 Free Begging

3.8 Good Law and order of the region

3.9 Political stability

4 Price

4.1 Price of local transport

4.2 Accommodation charges

4.3 Food and beverage cost at tourist spots

4.4 Tour package price

4.5 Entrance fee charges

4.6 Price of local commodities

4.7 Guiding fee

5 Service quality

5.1 Hospitable community( welcoming and

friendliness of local people)

5.2 Tour guiding service

5.3 In accommodation and catering

establishment

5.4 In attraction sites

6 Tour operator itinerary

6.1 Availability of package

82

6.2 Inclusiveness of package

6.3 Flexibility of package

6.4 Diversification

6.5 Nobility/Uniqueness

Part Three:-Examining Tourist length of stay in Amhara National Regional State.

Dear respondents

answer on each element on the space provided.

How would you judge (evaluate) your length of stay in Amhara National Regional State as a

tourist destination? Please rate them on a scale “1”=Completely Unimportant, “2”=A little

Important,”3”=Neutral,”4”=Important and “5”=Very Important.

Measuring tourist length of stay C

om

ple

tel

y

unim

port

a

nt

A l

ittl

e

import

ant

Neu

tral

Import

ant

Ver

y

import

ant

1 2 3 4 5

1. Attraction

Natural

1.1 I had good experience in the study area

1.2 I was satisfied in the duration of stay

1.3 I had a repeated purchase

1.4 Destination is attractive

1.5 Length of stay in Amhara regional state was

short(1-3 night)

1.6 Length of stay in Amhara regional state was

medium(1-30 night)

1.7 Length of stay in Amhara regional state was

long (1-30 night)

1.8 I have stayed at the destination as per the

pre decisions

1.9 Diversified attraction makes to stay more

nights at the destination

1.10 Destination is competitive

THANK YOU VERY MUCH FOR YOUR CONTRIBUTION!

83

Appendix 2- Regression Result

Model Summaryb

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

Durbin-Watson

1 .795a .632 .621 .06396 2.263

a. Predictors: (Constant), Itinerary, Attraction, Quality, Safety, Price, Facility

b. Dependent Variable: Legthstay

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 65.760 6 10.960 2678.966 .000b

Residual .728 178 .004

Total 66.488 184

a. Dependent Variable: Legthstay

b. Predictors: (Constant), Itinerary, Attraction, Quality, Safety, Price, Facility

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig. Collinearity Statistics

B Std. Error Beta Tolerance VIF

1

(Constant) 220 .043 -5.114 .000

Attraction .393 .033 .381 12.034 .000 .061 6.325

Facility .834 .041 .781 20.439 .000 .042 3.735

Safety .37 .016 .39 2.383 .018 .224 4.459

Price -.182 .028 -.175 -6.585 .000 .087 1.495

Quality .51 .013 .61 3.806 .000 .240 4.159

Itinerary -.007 .006 -.010 -1.241 .216 .961 1.041

a. Dependent Variable: Legthstay