Macha, Lilian Joseph
(2018)
Tanzania Citizens’ Participation in Domestic Tourism: A Social Exchange Perspective.
Doctoral thesis, The Open University Of Tanzania.
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Abstract
This study examines the participation of Tanzania citizens in domestic tourism. The study was based on the Social Exchange Theory and its components of trust, power and knowledge. The choice of the theory aimed to overcome possible limitations of using the theory in Tanzania. The study extends the applicability of the components of Social Exchange Theory to include additional constructs such as marketing promotion strategies (STRAT), reasons for destination visit (RFV) and the use of the destination visit (DVT) variable as a moderator. Data collection questionnaires were distributed to 400 respondents in Dar es Salaam, Arusha and Bagamoyo. Being a quantitative study, Structure Equation Modeling (SEM) was deployed in order to establish whether trust (IPM), power (Gender), knowledge (EDL), marketing strategies (STRAT), reasons for visit (RFV) and destination visit (DVT) lead to participation of Tanzania citizens in domestic tourism (PDT). The results of the study show that the measurement and structural model exhibited better model fit indices. The relationship between gender and level of education indicates that participation in domestic tourism was significant and data analysis indicates medium effects. Similarly, the relationship between destination visit and participation in domestic tourism was also significant as the results of data analysis indicate stronger effects. The relationship between income and participation in domestic tourism was not significant since analysis of data indicate small effects. It is recommended that all factors indicated in this study be recognition for influencing the participation of Tanzania citizens in domestic tourism.
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