Segmenting inbound tourist using destination image: Evidence from Tanzania

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dc.contributor.authorMaliva, Nelly
dc.contributor.authorJani, Dev
dc.date.accessioned2018-03-28T05:38:52Z
dc.date.available2018-03-28T05:38:52Z
dc.date.issued2017-06
dc.description.abstractDestination image and destination competitiveness are intricately intertwined with the former enhancing the latter. Logically, a good and positive destination image leads into higher destination competitiveness; and destination image is primarily influenced by the information that the tourist obtains from myriad sources. Albeit the three concepts to have been related, studies that segment the tourist market using destination image are scant especially in the context of emerging African countries that aim in improving their destination competitiveness. This paper presents a study undertaken to segment inbound tourists to Tanzania using destination image. A self-administered structured questionnaire was conveniently distributed to inbound tourist to Tanzania. A total of 625 dully filled questionnaires were used for data analyses. A factor-cluster analysis was used in analyzing the data with factor analysis serving in reducing the study items into few dimensions that were subsequently subjected to stepwise cluster analysis. A hierarchical cluster analysis was used to explore the possible numbers of clusters followed by hierarchical cluster analysis (k-means) that confirmed the appropriate number of clusters. A follow up one way ANOVA, t-tests, and Chi-square were used to explore statistical; significances between the clusters. A three cluster solution was obtained that indicate the presence of statistical significance differences among the clusters with respect to destination image, travel information needs, travel motivations, and demographic variables. The three clusters can be arranged on a continuum with cognitive and affective image being the anchors. The cluster with high cognitive image (cluster III) is likely to be females who are motivated to for nature and culture of the destination. The cluster with high affective image (cluster II) are likely to be older, males and to search for travel information using hotels/restaurants and travel exhibitions. Compared to other clusters, the high cognitive cluster is more likely to start planning and searching for travel information much longer than the other clusters. Theoretically, the study finding supports the utility of cognitive and affective destination image in understanding and segmenting the tourists. Practically, the results provide insights to destination managers on the use of destination image in relation to travel information search, demographics and travel behavior in improving the destination competitiveness.en_US
dc.description.sponsorshipUniversity of Dar Es Salaam Business Schoolen_US
dc.identifier.urihttp://hdl.handle.net/20.500.11810/4646
dc.language.isoenen_US
dc.publisherUniversity of Dar es Salaam Business Schoolen_US
dc.relation.ispartofseriesATLAS (Association for Tourism and Leisure Education and Research) Africa;10th ATLAS Africa conference at Moi University, Eldoret, Kenya
dc.subjectdestination image, competitiveness, information search, Tanzaniaen_US
dc.titleSegmenting inbound tourist using destination image: Evidence from Tanzaniaen_US
dc.typeConference Paperen_US
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