| 1 |
Author(s):
Alpha Mwongoso, Furaha Kowero, Anasiadorica Mashingia1.
Page No :
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Towards Destination Image and Visiting Intention: Does Royal Tour Marketing Campaign Matters to Domestic Tourism among the Tanzanian Generation Z?
Abstract
Following the recently aggressive launched tourism promotion campaign, the “Royal Tour”film, this study was set to inquire whether the campaign has been relevant to Tanzanian Gen Z in establishing positive destination image and intention to visit national parks. The study employed the Stimulus-Organism-Response (S-O-R) theory to formulate a hypothesized model which was validated by Structural Equation Modeling (SEM) approach, using data from 222, randomly selected Gen Z. The findings revealed that visually appealing elements, such as breath-taking landscapes and the rich natural and cultural heritage showcased in the film, positively enhanced Gen Z’s perception of the destination’s cognitive image. Additionally, the performance of the film’s main actress, President Samia Suluhu Hassan, particularly her adventurous demeanor, engaging role as a tour guide, and skillful presentation of the country’s natural and cultural treasures, contributed to a favorable affective image of the destination. Moreover, a significant positive relationship was observed to exists between cognitive destination image and Gen Z’s sense of attachment to tourism destinations. However, the link between affective destination image and place attachment was not significant. Lastly, it was found that there is a significant positive relationship between place attachment and the intention to visit national parks, suggesting that Gen Z’s future travel intentions are strongly influenced by their attachment to these destinations. Based on these insights, the study offers recommendations for effective tourism promotion strategies targeting Gen Z.
Keywords: Tanzania Destination Image, Royal Tour, Domestic Tourism, Generation Z
| 2 |
Author(s):
Felister Y. Tibamanya, Abdulla Juma Omar, Emmanuel Chao.
Page No : 70-78
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Clicks to Cash: The Secrets Behind Thriving E-Commerce Sales Among Smartphone Traders in Zanzibar, Tanzania
Abstract
This study explores the factors influencing e-commerce sales among smartphone traders in the Urban West Region, Zanzibar. Adopting a quantitative research approach with a cross-sectional design, the study surveyed 104 randomly selected respondents. Primary data was collected through structured questionnaires addressing all specific objectives. Data analysis was conducted using descriptive statistics and multiple linear regression modeling. The results reveal that e-commerce sales are positively and significantly influenced by the intention to use technology, security, social media marketing strategy and customer trust. However, factors such as market cost, primary education level, and older age group negatively and significantly impact e-commerce sales. Policymakers should promote digital literacy programs and e-commerce training initiatives for smartphone traders, particularly targeting those with lower education levels. Additionally, policies should focus on improving cybersecurity measures and reducing market costs to create a more conducive environment for online business growth.
| 3 |
Author(s):
PIUS PAUL, ISAAC KAZUNGU, ALPHA MWONGOSO.
Page No : 79-90
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SERVICE QUALITY IN TANZANIAN UNIVERSITIES: IMPLICATIONS ON CUSTOMER SATISFACTION, LOYALTY, AND STUDENTS’ BANKING ACCOUNTS
Abstract
This study examines the influence of service quality dimensions on University students’ satisfaction and loyalty toward their bank accounts in Tanzania. Using a causal research design and a cross-sectional survey, a sample of 398 students was selected through purposive, stratified and simple random sampling techniques. Data were analyzed using a Multiple Linear Regression (MLR) model. Results suggest that service quality significantly affects student satisfaction and loyalty, with responsiveness and empathy driving positive experiences. Low satisfaction can weaken the loyalty-service quality relationship, despite adequate service perceptions. To improve service quality, banks should prioritize personalized services, efficient issue resolution, and upgrades to physical and digital infrastructures, while training staff in responsiveness and empathy are recommended to enhance student experience and loyalty. The study offers practical implications into the service quality dimensions essential for fostering satisfaction and loyalty among higher education students, emphasizing the crucial moderating role of satisfaction in this relationship.