International Journal for Research in Engineering Application & Management (IJREAM) ISSN : 2454-9150 Special Issue - EGBPC - 2019 A Study On Satisfaction Level And Challenges Faced By Foreign Tourists In Sultanate Of Oman Samaa Saif Ali Al-Mahrouqi, B.Tech in Marketing, Nizwa College of Technology, Email: [email protected] Maryam Obaid Nasser Al Junaibi, B.Tech in Human Resource, Nizwa College of Technology, Email: [email protected] Ekhlas Abdullah Khamis Al Hadhrami, B.Tech in Marketing, Nizwa College of Technology, Email: [email protected] Marwa Ali Mohammed Al Khamisi, B.Tech in Marketing, Nizwa College of Technology, Email: [email protected] Abstract - Tourism Industry is relatively new to Oman. A lot of new tourism projects are coming up throughout the country. This has enhanced the employment opportunities in the industry. The awareness among the Omani public has to improve to consider a career in the tourism industry. This study is attempted to understand the satisfaction level of international tourists in Oman. The main objectives are to find the satisfaction levels, the factors that affects tourism and the challenges faced by the tourists. The response are collected from 206 foreign tourist visited Oman during February 2019. It is found that the leading tourists are from France, Germany, Italy and Britain. International tourists are satisfied by the friendliness and openness of Omanis, culture and customs and have a safe feeling of security to travel in Oman. The challenges faced by foreign tourists include difficulty in language, GPS connection, lack of Wifi connectivity, more time at the airport to exit, time for visa processing, bad driving, expensive ticket charges, taxi and hotel charges, crowded and traffic jam and language difficulties. The study has given proper recommendations for the Ministry of Tourism to promote and sustain tourism promotion in the country. Key words: Tourism, Inbound visitors, foreign tourists, tourism, satisfaction levels, challenges, Tourism attributes. I. INTRODUCTION development. Tourism's contribution to the national GDP is currently at around 2%; but there is potential for this figure Tourism industry is the largest industry and the highest to get multiplied, and for Oman‟s tourism economic activity source of economic development and income generation of to achieve 8 to 12 times increase. Given the unique and many counties. Oman has been considered as the second highly attractive natural and cultural assets of the Sultanate, largest country in the Middle East processing wealth of there is a high potential for attracting more visitors who natural resources to offer to the tourists. Oman is one stay longer and spend more; thus contributing towards among the best countries of the world for tourism industry building a competitive and sustainable tourism industry in that has shown the strengths‟ of tourism and the ways of Oman (Oman Tourism Strategy, 2016). improve it (Syed, 2016). Oman is a safe, inexpensive country in which to travel to, with much to see and a lot to Oman‟s development plan concerning tourism is focused on experience (McQuillan, 2001). An important feature of attracting foreign investment in projects such as hotels, golf Oman for continuing its development of international trade courses, and theme parks. This industry would offer a including tourism is its tolerance of foreigners, religions variety of employment opportunities for the rapidly and lifestyles, social beliefs, customs, and its traditional expanding Omani workforce who is dependent on Arabic flavour. Two of the slogans used in promoting developing education and training institutions to support Oman are „The Essence of Arabia‟ and „bring a friend to growth. The visa restrictions on tourists were eased starting Oman‟. Oman has been identified by a leading travel in 1987 as the Omani government has sought to slowly magazine „Conde Naste Traveller‟ as one of the ten best expand tourist numbers as infrastructure and facilities are countries in the world for tourism. expanded to meet increased demand. The current limit on tourists is set at 50,000 a year and the government plans to The opportunity exists today for Oman‟s tourism sector is increase this number to 100.000 in ten years, and to on economic diversification, cultural expression and social 26 | EGBPC2019005 DOI : 10.18231/2454-9150.2019.0276 © 2019, IJREAM All Rights Reserved. Emerging Global Business Paradigms and Contemporary Management Issues (EGBPC) - Apr 2019 Organized By Muscat College, Department of Business and Accounting, Sultanate of Oman. 728,000 by 2020 (Neeta Baporikar, 2012). According to Sultanate during 2017, compared to 7.0 nights during the Kubler (2014) Oman will lead the Middle East on tourism previous year. in the terms of its growth and that it is viewed in the Statement of the problem increase of numbers of airports, hotels, resorts and other accommodates and that the industry is going to attract 12 Since Oman is moving towards on other resources rather million visitors by the year 2020. than relying on petrol, tourism has gained special attention by government since then. Oman is known for its popular A‟Dakhiliyah region occupies a distinctive location on the tourist attractions. Tourism contributed 2.6% in the GDP of western slopes of Al Hajar Mountains (the slopes of Al the Sultanate in 2017, compared to 2.8% in the previous Jabal Al Akhdar) towards the desert in the south. year Through the various sources about the numbers of A‟Dakhiliyah Region has played a role of great significance tourists, researchers have noticed that from the period in Oman‟s history, particularly with regard to the spread of between 2008 to 2017, there is a continuous rise in statistics Islam in Oman. Nizwa, the capital of Oman in the early on foreign tourists as the number of visitors rose to double. days of Islam, was the cradle of ardent intellectual activity In 2008, the number of visitors reached 1.5 million, and the and produced generations of Omani scientists, scholars and number rose to 1.7 million in 2012, and the number historians. That‟s why it has been known as “the egg of continued to rise to reach 3.2 million in 2017, but in 2018 Islam”. Its towering historic castle still stands today as well the number of foreign tourists dropped to 2.8 million as many forts, castles, ancient mosques and other beautiful tourists (Alwatan, January 3, 2019). So the researchers tourist sites. Nizwa district is also famous for its many old conduct this study to identify the reasons for the decline in houses. A‟Dahkiliyah region has played a significant role in the number of tourists as well as the challenges facing them linking the coast to the interior of Oman, as it was the main and their satisfaction with tourism in Oman. Therefore, the trade route and the meeting place of caravans for many focus of the study is to look into the challenges and centuries. The A‟Dahkiliyah Region Wilayats are: Nizwa, obstacles which are facing tourism in Oman trying to Bidbid, Samail, Izki, Monah, Bahlah, Al Hamra and Adam. overcome it to achieve highest level of satisfaction for the (Postgraduate Students᾿ Guide International Students, tourists, by evaluating the current status of this sector. The Sultan Qaboos University, 2012). study will focus on the needs of tourism sector and how to Tourism Indicators manage it to help it boost the economy of the Sultanate in the long-run to compensate and support the current Year Inbound visitors Share of tourism in (foreign) in 000s GDP (in %) economy sources. 2008 1,540 2.4 Significance of the study 2009 1,584 2.7 2010 1,500 2.3 The study aims to identify the satisfaction and challenges 2011 1,393 1.9 faced by foreign tourists visiting Sultanate of Oman. This 2012 1,714 2 study will help the Ministry of tourism to focus on the 2013 1,923 2.1 challenges faced by the tourists. At the same time the study 2014 2,225 2.1 helps to develop and maintain tourism promotion areas so 2015 2,634 2.7 that the contribution towards nation can be promoted. 2016 3,207 2.8 2017 3,258 2.6 Objectives of the study (Source: Statistical Year Book, 2018, National Center for 1. To know the most attractive tourist place for the tourists. Statistics and Information) 2. To determine the satisfaction level of the tourists. The total number of visitors arriving to the Sultanate of 3. To identify the major factor that influence the tourists in Oman during the month of November 2018 is 268, 000 (2.6 Oman. million). The Gulf visitors come at the first place, where 4. To know the challenges faced by the foreign tourists. their number reached 105,000 visitors forming 39% during II. LITERATURE REVIEW November, 2018. The Indian, British and German nationalities came at the second, third and fourth place The tourism sector in Oman faces some of the challenges consecutively where they formed 13.4%, 5.7% and 3.6% that the government with the private sector must analyze it during the month of November, 2018 (Tourism Index and get a solution to improve the tourism. The main Report, November, 2018). According to the report in Al challenge is the lack of cooperation between private sector Watan, dated January 3, 2019, in the year 2018 the number and government sector (40%). According to 55% of the of foreign tourists dropped to 2.8 million tourists. respondents, Oman media does not contribute to the Overnight visitors constituted 72.8% of the total number of tourism and encourage the tourists to give information inbound visitors to the Sultanate during 2017, while the abroad the country. English language is one of the obstacles same-day visitors constituted 27.2%.