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
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
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