The Impact of TRA’s Door-to-Door Tax Compliance Media Campaign on Small Taxpayers in Kinondoni Tax Region – Dar es Salaam.

Mwaipaja, Benny (2025) The Impact of TRA’s Door-to-Door Tax Compliance Media Campaign on Small Taxpayers in Kinondoni Tax Region – Dar es Salaam. Masters thesis, The Open University of Tanzania.

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Abstract

This study investigated the impact of the Tanzania Revenue Authority’s (TRA) door-todoor tax compliance media campaign on small taxpayers in Kinondoni Tax Region, Dar es Salaam. The campaign aims to increase tax awareness, improve compliance, and enhance revenue collection by engaging taxpayers directly at their premises. The research adopted a mixed-method approach, combining quantitative data from questionnaires and qualitative insights from in-depth interviews with both taxpayers and TRA officials. The study examined the types of media used in the campaign, determined the influence of these channels, and identified the challenges faced by TRA in educating small taxpayers. Findings show that face-to-face interactions and television were the most effective communication channels, significantly improving taxpayer awareness and compliance. However, logistical constraints, limited resources, and communication barriers, such as complex tax terminologies, hindered broader campaign success. The research recommends that while the door-to-door approach is effective in fostering trust and increasing tax compliance, TRA must address logistical challenges, expand the use of social media, and simplify communication to maximize outreach. The study furthermore recommends that TRA should improve campaign strategies to enhance resource allocation, community engagement, and the adoption of a feedback mechanism for continuous improvement. Key Words: Tax compliance, Media campaign, Small taxpayers, Tax awareness

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