Determinants of Tourism Satisfaction in the Cultural and Heritage Sector of Dar es Salaam, Tanzania

This paper presents the findings of a study that assessed the determinants of tourism satisfaction in the cultural and heritage sector of Dar es Salaam, Tanzania. Guided by the Expectation and Confirmation Theory, the study validated the theory in the developing country context of Tanzania in East Africa. The study used a questionnaire survey to collect data from a sample of 100 respondents; however, of these 91 respondents returned the duly filled out self-administered questionnaires. The resultant quantitative data were analysed based on descriptive statistical analysis and inferential statistics. The findings indicate that expectation, confirmation and disconfirmation tourism satisfaction are the determinants of tourism satisfaction in Tanzania’s cultural and heritage sector of tourism. Based on the findings, the study recommends that ensuring that tourism-related goods and services consistently meet or exceed visitors’ expectations can enable policymakers and other stakeholders to improve confirmation. This will enhance visitor experiences and decrease confirmation by developing the best visitor management strategies. Moreover, the study makes a theoretical contribution by supporting the Expectation Confirmation Theory.