Domestic tourism motivation and dissatisfaction factors for marine protected areas, Dar es Salaam coast
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Date
2024
Authors
Journal Title
Journal ISSN
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Publisher
Sokoine University of Agriculture
Abstract
Motivation has been recognized as an important factor influencing
people's decisions to travel and choose activities. However, the
understanding of what motivates and demotivates domestic tourism,
particularly in marine protected areas (MPAs) has remained low. This
study identified and explored what motivates and demotivates visitors
in travelling to MPAs. An exploratory study design was adopted. The
study involved a sample size of 60 local visitors. Quantitative data
were obtained from the visitors in the MPAs and partial least square
structural equation model (PLS-SEM) was performed with the aid of
SMART-PLS 13.0. Qualitative data were generated from visitors
through key informant interviews. The data were analyzed
thematically with the aid of NVivo11. The study found out that
psychological needs have a strong effect on destination attributes in
MPAs. Furthermore, the study found that resting and relaxation,
pride and novelty are the psychological needs that significantly
influence travel to MPAs. It was further noted that destination
attributes which were found important included scenic beauty, clean
water, cruising environment and staff hospitality. Thematic analysis
confirms that the factors that demotivate domestic tourists are the
use of improper language, noise pollution, service favoritism, high
prices of food and beverages, gender imbalance, lack of inspection,
and lack of jet skiing sport. Generally, it can be concluded that
understanding the destination attributes and psychological needs is
crucial for developing and promoting domestic tourism in MPAs;
hence creation of potential repeat customers. The study
recommends that implementation of policy pathways should be
potentially geared towards improving domestic tourism and retention
of repeat customers.
Description
M.A Dissertation
Keywords
Tourists‟ motivation, Domestic tourism motivation, marine protected areas, Marine tourism, Dar es Salaam Coast