Author(s) :

Alpha Mwongoso, Furaha Kowero, Anasiadorica Mashingia1.

Volume/Issue :

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

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