Dimensions for Positioning Tourists’ Destinations: The Case of Tanzania

Mallya, Hawa Hatibu Saidi (2013) Dimensions for Positioning Tourists’ Destinations: The Case of Tanzania. ["eprint_fieldopt_thesis_type_phd" not defined] thesis, The Open University of Tanzania.

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Abstract

The main objective of the study was to explore the concept of dimensionality in positioning tourists’ destinations and determine a model using the perspective of attribute dimension. The study is based on positioning theory. Both Exploratory and Confirmatory Factor Analysis (EFA and CFA) were used in analysing the data. Structural Equation Model (SEM) using AMOS (Analysis of Moment Structures) was applied to test the significance of the relationship between the various constructs in the study. Eleven hypotheses were generated from the Structural Equation Model and tested through a survey of 750 inbound tourists at Zanzibar Airport Authority. The findings for EFA and CFA yielded eleven and ten dimensions respectively, but SEM results revealed only four dimensions that were significant. The ten dimensions include wildlife adventures, other adventures, hospitality, scenery, safety and security, efficiency at entry and exit point, conservation and protection of wildlife, heritage endowments, beach attractions and pollution. Significant relationship was observed between experience based perceptions and four constructs, namely, wild life adventures, hospitality, scenery and conservation and protection of wildlife. The study demonstrates the relevance of positioning theory in marketing tourists’ destinations. It recommends a four dimensional model that can be applied for positioning tourist destinations not only in Tanzania but also in other countries with similar factor endowments, in particular the Sub Saharan African countries. The recommendation was based on the four dimensions where significant results were observed.

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