Salient attributes influencing perception of urban tourism among residents in Tanzania:a case Study of Domestic Tourists in Dar es Salaam City

This study assessed the salient attributes influencing perception of urban tourism practices in Tanzania. The study was led by three predicting variables, namely level of awareness, urban culture and perceived image as they influence perception of urban tourism. The study used explanatory study design through causal relationship between the three independent variables and perception of urban tourism among residents in Tanzania. Data were gathered using questionnaires with closed-ended questions as well as interviews for respondents with in-depth information about the study area. Both primary and secondary data were used to fill the gap of the study. Data were computed using SPSS program whereas correlation and multiple regression analyses were used to ascertain the relationship between independent and dependent variables. Results showed that two independent variables, namely level of awareness and urban culture are positive and statistically significant on the dependent variable. Perceived image has been found to be positive but has insignificant influence on the perception of urban tourism among residents in Tanzania. This signifies that perception of urban tourism in Tanzania is mostly influenced by urban culture and level of awareness; with perceived image having minimal influence. The study recommends that it is important for the government to create several awareness initiatives and strategies to promote urban tourism among residents in Tanzania since there are available opportunities to accelerate urban tourism which have not been adequately supported. Likewise, education on urban culture needs to be imparted to stimulate enthusiasm towards urban tourism.