Domestic Tourists' Attitude towards Television Advertising in Tanzania

Abstract

The objective of this paper is to analyze domestic tourists' attitude towards television advertising. The specific objective is to analyze the influence of content on domestic tourists' attitude towards television advertising. The study area is the southern national parks (Mikumi, Udzungwa, Ruaha and Kitulo) of Tanzania. Quantitative data was collected using survey structured questionnaires handed out to a sample size of 420 domestic tourists. Descriptive, chi-square test and binary logistic regression were used for data analysis. Findings indicate that content significantly influences domestic tourists' attitude towards television advertising. Future research should explore the influence of credibility, irritation and interactivity on domestic tourists' attitude towards television advertising in Tanzania.