Exploring Foreign Tourists’ Image of Tanzania: A Factorial Analysis Approach
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Date
2015
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Publisher
Routledge
Abstract
In the last decade, the economy of African continent and Tanzania
in particular has witnessed a business boom of the tourism sector.
While the sector has continued to grow and become a dependable
source of direct and indirect employment to youths in urban and
rural areas, the sector has been awash with challenges. These
challenges include terrorism attacks, energy crises and poor infrastructure.
However, the impact of these challenges on the image of
Tanzania as a tourist destination has not received the deserved
attention. This study explores the perception of visitors towards
Tanzania as a tourist destination after they have completed their
tourist visit. This study employs factor analysis technique to explore
country destination image. Questionnaires were administered to
visitors at some of the tourists’ hotels and Julius Kamabarage
Nyerere International Airport (as a major exit point) in the country.
Frontline employees, various tourist sites and access to services
emerged to be strong tourist destination image factors. This implies
that the efforts of marketing tourism destination should focus on
promoting all the sites the country has.
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Keywords
Destination Image, Tanzania, Factor Analysis