Visitors' Satisfaction, Willingness to Pay, and Drivers for Enhanced Tourism Services at Olumo Rock

Abstract

Tourism services significantly influence visitors' Willingness to Pay (WTP) for enhanced experiences, yet pricing
is often set without considering motivational drivers. This study assessed visitors’ satisfaction, socio-economic
characteristics, WTP for specific improved facilities, and motivational drivers. Structured questionnaire was used
to elicit information from 384 visitors and data were analyzed using descriptive and inferential (Chi-Square)
statistics. Findings from this study show that 51.6% of the visitors were female, and 91.4% attained tertiary level
of education. Additionally, 37.2% were self-employed, with 43.8% earning a monthly income of ₦100,000–
₦199,999. Tourism and sightseeing were the main visit motivations, with most visitors spending ₦10,000–
₦20,000. The magnitude of willingness to pay for specific improvements show that 97.4% supports a single fee
that doubles as redeemable credit for refreshments, 37.5% of the visitors were willing to pay 2,000-3,000 extra for
improved service bundle and preferably a single ticket that covers all services. Motivational drivers included
support for conservation and local communities, value for cultural and improved facilities. Inferential test showed
that there is a significant relationship between the visitor’s socio-economic characteristics and their WTP for
enhanced services (p = 0.00). A positive, significant relationship was also established between visitors' satisfaction
levels, motivational drivers, and willingness to pay (p = 0.00). The paper concludes that socio-economic
characteristics and visitor satisfaction serve as critical push factors for enhanced tourism services. Destination
management should leverage these insights to optimize pricing strategies and service delivery.