ABSTRACT This study investigated customer satisfaction at Rayfield Tourism Resort, a prominent tourist destination in Jos, Plateau State, Nigeria. A mixed‑methods approach was employed, combining literature review, direct field observation, structured oral interviews, and questionnaires administered to 120 visitors. Respondents were selected using purposive sampling based on their attendance at the resort during the study period. Data were analyzed using descriptive statistical techniques. Findings revealed a mixed assessment of the resort’s performance. Seventy-five per cent of respondents expressed strong appreciation for the resort’s natural beauty, tranquil atmosphere, and picturesque landscape, underscoring the importance of environmental aesthetics in leisure tourism. Similarly, 68% reported satisfaction with staff friendliness and professionalism, highlighting the role of frontline employees in shaping visitor experiences. However, significant deficiencies were identified in service delivery and infrastructure. Sixty per cent of surveyed tourists expressed dissatisfaction with the state of physical amenities, describing them as inadequate or poorly maintained. The study concludes that Rayfield Tourism Resort’s inadequate facilities management and substandard service provision reduce visitor satisfaction and limit its competitiveness. It recommends urgent investment in upgrading existing amenities, expanding recreational activities, and improving sanitary conditions to align with international hospitality standards. Strengthening infrastructure and service delivery will enhance customer satisfaction, attract a larger tourist base, reinforce the resort’s reputation, and contribute meaningfully to tourism development in Plateau State and Nigeria.
Iirmdu et al. (Tue,) studied this question.