Impact of social media on the growth of domestic tourism in Tanzania

Mono, Gerald (2023) Impact of social media on the growth of domestic tourism in Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

Social media platforms provide a platform for Tanzanian tourism authorities, businesses to showcase the country's natural beauty, cultural heritage, and unique experiences. This study aimed to assess the impact of social media on domestic tourism growth in Tanzania's Northern Tourist Circuit. The specific objectives of the study included the role of social media as a source of information on the growth of domestic tourism, challenges facing social media in enhancing the growth of domestic tourism and the utilization of social media, high-speed internet and Google search as mitigation measures for challenges facing social media in enhancing the growth of domestic tourism in the Northern Tourist Circuit. Employing a cross�sectional survey design that combined quantitative and qualitative methods, the study surveyed 324 respondents, including domestic tourists, community members, tour operators, and national park staff in Serengeti, Tarangire, and Kilimanjaro National Parks. Data collection methods included questionnaires, interviews, and direct observations, and data analysis utilized content analysis and the Statistical Package for Social Sciences. The study found that social media significantly improved tourism awareness, image, perceived quality, loyalty, and associations but faced challenges such as inadequate technological infrastructure, a shortage of specialized human resources, and limited management support. Recommendations included industry training, improved internet access, and promoting Google search awareness, with an emphasis on government and tourism enterprises leveraging social media for foreign business attraction and future research on social media's impact on tourism product awareness or association. Keywords: Social Media, Tourism, Domestic Tourism, Domestic Tourism Growth, Northern Tourist Circuit.

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