Social media usage and behavioural support towards destination branding: the mediating role of destination identification: the study of Tanzania tourist destination
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
Moshi Cooperative University (MoCU)
Abstract
In recent times, destination branding has emerged as an imperative tool for tourist destinations that
strive to survive in the current competitive setting in the tourism sector. However, despite the
potential role that destination branding is expected to play in building destination competitiveness,
very little is known about the factors which constitute the process. This study explores social media
usage in influencing behavioural support towards destination branding from a supply-side
perspective. It involved 302 respondents who are owners-managers of the selected business firms
that operate in Tanzania's tourism sector. Structural Equation Modelling (SEM) was used for
inferential statistical analysis and the findings show that social media usage influences behavioural
support towards destination branding when mediated with destination identification. Thus, social
media should be considered a tool influencing stakeholders' attitudes towards the tourism sector
and tourists' destination.
Description
Abstract. Full text Article available at: https://journals.mocu.ac.tz/index.php/jcbs/article/view/75
Keywords
Social media usage, destination identification, tourist destination, behavioural support towards destination branding, Supply-side perspective
Citation
Amani, D., & Chao, E. (2021). Social media usage and behavioural support towards destination branding: the mediating role of destination identification: the study of Tanzania tourist destination.Journal of cooperative and Business Studies