Influence of Destination Visits in the Promotion of Tourism in Tanzania: A Word-of-Mouth Perspective

Abstract

This study examines the influence of destination visits in promoting tourism in Tanzania based on word-of-mouth. The study employs Social Exchange Theory to extend the applicability of the use of the destination visit in promoting tourism through word-of-mouth. Questionnaires were distributed to 400 respondents in Dar-es-Salaam, Arusha and Bagamoyo. Being a quantitative study, Structure Equation Modeling (SEM) was deployed in order to establish whether marketing strategies (STRAT), reasons for visit (RFV) and destination visits (DVT) lead to Promotion of Tourism in Tanzania. The results of the study show that the measurement and structural model exhibited better model fit indices. The relationship between destination visits and participation in domestic tourism was significant as the results of data analysis indicate stronger effects. It is recommended that all factors indicated in this study be recognized for Promotion of Tourism in Tanzania.