Intra-Destination Television Advertising on Domestic Tourism in Tanzania

Abstract

This paper aims to analyze intra-destination television advertising on domestic tourism. The specific objective is to analyze the influence of uniqueness of message on domestic tourists visiting national parks. The study area is in Morogoro, Iringa and Mbeya regions of Tanzania. This study used a mixed method approach of quantitative and qualitative for data collection. Survey structured questionnaires and interviews were instruments applied in this study to capture data from domestic tourists. Descriptive, chi-square test, binary logistic regression and content analysis were deployed as data analysis tools. Findings indicate that uniqueness of message significantly influences domestic tourists visiting national parks. Future research can examine the relationship between interest levels and domestic tourists visiting national parks in Tanzania.