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Social media usage and behavioural support towards destination branding: the mediating role of destination identification: the study of Tanzania tourist destination

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dc.contributor.author Amani, David
dc.contributor.author Chao, Emmanuel
dc.date.accessioned 2023-08-23T09:56:13Z
dc.date.available 2023-08-23T09:56:13Z
dc.date.issued 2021
dc.identifier.citation Amani, D. & Chao, E.(2021). Social media usage and behavioural support towards destination branding: the mediating role of destination identification: the study of Tanzania tourist destination. Journal of Co-operative and Business Studies (JCBS) Vol. 6, Issue 1, 56-68. en_US
dc.identifier.issn 2714-2043
dc.identifier.issn 0856-9037
dc.identifier.uri http://repository.mocu.ac.tz/xmlui/handle/123456789/602
dc.description Full text article from Information and Communication Technology Available at: http//www.mocu.ac.tz en_US
dc.description.abstract In recent times, destination branding has emerged as an imperative tool for tourist destinations that strive to survive in the current competitive setting in the tourism sector. However, despite the potential role that destination branding is expected to play in building destination competitiveness, very little is known about the factors which constitute the process. This study explores social media usage in influencing behavioural support towards destination branding from a supply-side perspective. It involved 302 respondents who are owners-managers of the selected business firms that operate in Tanzania's tourism sector. Structural Equation Modelling (SEM) was used for inferential statistical analysis and the findings show that social media usage influences behavioural support towards destination branding when mediated with destination identification. Thus, social media should be considered a tool influencing stakeholders' attitudes towards the tourism sector and tourists' destination. en_US
dc.language.iso en en_US
dc.publisher Journal of Co-operative and Business Studies (JCBS) en_US
dc.relation.ispartofseries Vol. 6;1
dc.subject Social media en_US
dc.subject Tourist en_US
dc.subject Behavioural support en_US
dc.subject Usage en_US
dc.subject Branding en_US
dc.title Social media usage and behavioural support towards destination branding: the mediating role of destination identification: the study of Tanzania tourist destination en_US
dc.type Article en_US


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