Abstract:
In an increasingly competitive tourism market, it is essential to assess tourists’
levels of satisfaction. As a first open zoo in Sri Lanka, Pinnawala Open Zoo
is
located in Rambukkana, Kegalle district. Considering about tourist
Satisfaction in this zoo which the conformity between tourists’ satisfactions
and destinations’ characteristics are in unpleasant level among the domestic
and international tourists when visiting this destination. This situation creates
a bad image about particular zoo among the tourists. Therefore, this case study
at Pinnawala Open Zoo was attempted to examine the factors that affect to the
tourists’ level of satisfaction at the zoo. 50 tourists selected as the sample
through the simple random sampling technique. A self-administered
questionnaire was designed to collect data from sample of tourists (local and
foreign). According to results, 54% tourists stated that the main reason for
their visit was, for entertainment, and followed by 34% of tourists that out
from the sample visited the zoo with the purpose of for go out somewhere with
their family, relatives, friends. In relation to the facilities that available at zoo,
70% of tourists considered that they are not in good level. However, majority
of tourists at zoo stated that their overall satisfaction at zoo is not in good level.
It can be concluded as, the service quality that provided to tourists at zoo,
friendliness of zoo management, security at zoo, etc. are affect to the level of
tourist satisfaction at Pinnawala Open Zoo and a substantial number of tourists
were not recommend the zoo for their relatives, friends. However, it can be
recommended that buggy vehicle service, animal feeding events at zoo,
souvenir shops, etc. for increase the level of tourist satisfaction at Pinnawala
Open Zoo. The recommendations of the study can facilitate future researchers,
government, policy makers relevant to zoo tourism.
