How does destination governance build local residents’ behavioural support towards destination branding: An empirical study of the tourism sector in Tanzania
The present study is among the few scholarly attempts that respond to scholarly calls to examine destination branding from the perspective of local residents. The current study extends knowledge on branding by examining the contribution of destination governance on behavioural support for destinatio...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2023-12-01
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| Series: | Cogent Social Sciences |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2023.2192441 |
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| _version_ | 1849687889201332224 |
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| author | David Amani Emmanuel Chao |
| author_facet | David Amani Emmanuel Chao |
| author_sort | David Amani |
| collection | DOAJ |
| description | The present study is among the few scholarly attempts that respond to scholarly calls to examine destination branding from the perspective of local residents. The current study extends knowledge on branding by examining the contribution of destination governance on behavioural support for destination branding in the tourism sector in Tanzania. The study used a cross-sectional survey research design with 302 respondents who were chosen to participate in the study. Data was collected through structured questionnaires that were self-administered and analyzed using structural equation modeling (SEM). The findings show that destination governance influences positive behavioural support towards destination branding when mediated by destination identification. Therefore, destination management organizations (DMOs) should engage local residents through institutional arrangements, i.e. destination governance, to promote behavioural support towards destination branding. |
| format | Article |
| id | doaj-art-b60a772ce856484e99c0b71d97d91ce9 |
| institution | DOAJ |
| issn | 2331-1886 |
| language | English |
| publishDate | 2023-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj-art-b60a772ce856484e99c0b71d97d91ce92025-08-20T03:22:12ZengTaylor & Francis GroupCogent Social Sciences2331-18862023-12-019110.1080/23311886.2023.2192441How does destination governance build local residents’ behavioural support towards destination branding: An empirical study of the tourism sector in TanzaniaDavid Amani0Emmanuel Chao1Department of Marketing and Entrepreneurship, Mzumbe University, School of Business, Dodoma, Morogoro, TanzaniaDepartment of Marketing and Entrepreneurship, Mzumbe University, School of Business, Dodoma, Morogoro, TanzaniaThe present study is among the few scholarly attempts that respond to scholarly calls to examine destination branding from the perspective of local residents. The current study extends knowledge on branding by examining the contribution of destination governance on behavioural support for destination branding in the tourism sector in Tanzania. The study used a cross-sectional survey research design with 302 respondents who were chosen to participate in the study. Data was collected through structured questionnaires that were self-administered and analyzed using structural equation modeling (SEM). The findings show that destination governance influences positive behavioural support towards destination branding when mediated by destination identification. Therefore, destination management organizations (DMOs) should engage local residents through institutional arrangements, i.e. destination governance, to promote behavioural support towards destination branding.https://www.tandfonline.com/doi/10.1080/23311886.2023.2192441tourist destinationbehavioural support towards destination brandingdestination identificationTourism MarketingDestination Branding |
| spellingShingle | David Amani Emmanuel Chao How does destination governance build local residents’ behavioural support towards destination branding: An empirical study of the tourism sector in Tanzania Cogent Social Sciences tourist destination behavioural support towards destination branding destination identification Tourism Marketing Destination Branding |
| title | How does destination governance build local residents’ behavioural support towards destination branding: An empirical study of the tourism sector in Tanzania |
| title_full | How does destination governance build local residents’ behavioural support towards destination branding: An empirical study of the tourism sector in Tanzania |
| title_fullStr | How does destination governance build local residents’ behavioural support towards destination branding: An empirical study of the tourism sector in Tanzania |
| title_full_unstemmed | How does destination governance build local residents’ behavioural support towards destination branding: An empirical study of the tourism sector in Tanzania |
| title_short | How does destination governance build local residents’ behavioural support towards destination branding: An empirical study of the tourism sector in Tanzania |
| title_sort | how does destination governance build local residents behavioural support towards destination branding an empirical study of the tourism sector in tanzania |
| topic | tourist destination behavioural support towards destination branding destination identification Tourism Marketing Destination Branding |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2023.2192441 |
| work_keys_str_mv | AT davidamani howdoesdestinationgovernancebuildlocalresidentsbehaviouralsupporttowardsdestinationbrandinganempiricalstudyofthetourismsectorintanzania AT emmanuelchao howdoesdestinationgovernancebuildlocalresidentsbehaviouralsupporttowardsdestinationbrandinganempiricalstudyofthetourismsectorintanzania |