The Moderating Role of Visitors’ Nationality on the Relationship between Service Quality and Behavioural intentions in Star Rated Game Lodges

Abstract

Purpose: Tourists from different nationalities manifest differing cultural values that influence service quality perceptions that subsequently elicit their behavioural intentions. However, the moderating role of nationality in the relationship between service quality and behavioural intention from the game lodges’ perspective has not been sufficiently examined. Hence, this study aims to examine the moderating role of nationality on the relationship between service quality and behavioural intentions.
 Methodology: The study adopted a cross- section survey and data was collected using structured questionnaires from 312 tourists from 29 different nationalities residing in star rated game lodges at Masai Mara national reserve and its conservancies in Kenya. Data were analyzed using both descriptive and inferential statistics. To test whether or not the nationality of the respondents influenced the study hypothesis, structural equation modelling (SEM) and a multi-group analysis approach were conducted. Data was presented in the form of tables and figures.
 Findings: The study found that there was a positive and significant relationship between service quality and behavioural intentions. Similarly, the results indicated that the tourists’ nationality moderates the relation between service quality and behavioural intentions.
 Recommendations: The study findings contribute to the body of knowledge in service marketing and more specifically on the role of customers’ nationality on service quality perceptions and behavioural intentions. The research findings provide a strong foundation for policy support in governance to the tourism stakeholders for the growth of different tourism markets in Kenya. Further, the study findings inform the stakeholders on the nature of service quality needed based on tourists’ cultural differences to maximise the potential from the existing and emerging tourism market.