The Influence of Television Advertising on Domestic Tourism: A Case Study of Southern Tourist Attractions in Tanzania

Mkwizu, Kezia Herman (2018) The Influence of Television Advertising on Domestic Tourism: A Case Study of Southern Tourist Attractions in Tanzania. ["eprint_fieldopt_thesis_type_phd" not defined] thesis, The Open University of Tanzania.

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Abstract

This study analyzed the influence of Television (TV) advertising on domestic tourism. Specific objectives were to determine the influence of quality of message of Intra-Destination Television Advertising (IDTA) on tourist visitation, examine the influence of demographics response of IDTA on tourist visitation, and assess the impact of knowledge from IDTA on tourist visitation. This study was guided by AIDA, Descriptive Decision, and Economics of Information theories. Study area is Southern Tanzania in Iringa, Morogoro and Mbeya where southern tourist attractions namely Mikumi, Udzungwa, Ruaha and Kitulo national parks are located. A cross-sectional survey design is adopted in this study. Sample size of 420 domestic tourists was used to obtain primary data while secondary sources include journals, books and conference papers. Data was collected in December 2014 to February 2015. Data from semi structured questionnaires were used to test hypotheses. Qualitative method by face to face interviews provided data to supplement quantitative results. Descriptive statistics and Binary Logistic Regression were used for quantitative data analysis while content analysis was adopted to analyze qualitative data. Most domestic tourists (44.5%) use TV to know about national parks compared to for example social media (21.2%). Majority of domestic tourists (92.2%) watched TV programs on national parks. Findings indicate that TV advertising influences domestic tourism in terms of quality of message of IDTA (p=.031, .009), demographics response of IDTA (p=.083, .000, .008) and knowledge from IDTA (p=.069). Implication is for private and public sector to invest on TV Channels dedicated to tourism including advertising tourist attractions on daily basis. Key words: Television advertising, IDTA, domestic tourism, National Parks.

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