New Media and Source Markets For Domestic Tourism in Tanzania: Case of Southern National Parks

Mkwizu, Kezia H. (2019) New Media and Source Markets For Domestic Tourism in Tanzania: Case of Southern National Parks. International Conference on the Future of Tourism (ICFT). pp. 1-13. ISSN 2507-7872

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Abstract

Abstract This paper analyses new media and source markets for domestic tourism. The specific objectives are to determine sources of domestic tourists, and establish the relationship between social media as a source of information to tourists and source markets for domestic tourists. This study was conducted in Southern National Parks in Tanzania namely Mikumi, Udzungwa and Ruaha. Data collected from 300 respondents were subjected to descriptive statistics and Chi- square test analysis. Findings showed that, Dar es Salaam, Morogoro, Mbeya and Arusha are the major sources of tourists for Mikumi National Park; Dar es Salaam, Morogoro and Tanga for Udzungwa National Park; and Iringa and Dar es Salaam for Ruaha National Park. The results proved no significant relationship between social media as a source of information and source markets for domestic tourists visiting Mikumi and Ruaha National Parks while there is a statistically significant relationship between social media as a source of information for domestic tourists and source markets for domestic tourists visiting Udzungwa National Park. The outcome of this study can guide various stakeholders and policy makers in marketing activities and encourage social media as a new media of information in relation to source markets for the future of domestic tourism. Keywords: new media, source markets, domestic tourism

Item Type: Article
Subjects: 300 Social Sciences > 300 Social sciences, sociology & anthropology
Divisions: Faculty of Arts and Social Sciences > Department of Tourism and Hospitality
Depositing User: Mr Mugisha Kafuma
Date Deposited: 27 Jan 2020 12:36
Last Modified: 27 Jan 2020 12:36
URI: http://repository.out.ac.tz/id/eprint/2384

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