An exploration of the relationship between tourism cultural capital dimensions and destination image: a case study of Zanzibar
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Date
2015
Authors
Journal Title
Journal ISSN
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Publisher
University of Dar es Salaam
Abstract
Tourism cultural capital has become a key component in destination branding. Despite its abundance and importance in tourism, the amount of research that has been conducted in conceptualizing tourism cultural capital and its relationship with destination image does not reflect its importance. It is unlikely that such capital in most of the tourist destination still does not patronage tourists to feature the image of a destination to convincingly standard on the global tourism market. This study explored the relationship between the dimensions of tourism cultural capital and the destination image. It also examined the intervening effects of destination promotional efforts on this relationship. Qualitative data were collected from indigenous Zanzibaris, tourism decision makers and international tourists through interviews and focus group discussions, while quantitative data were collected from departing international tourists. Exploratory and confirmatory factor analyses were employed in which seven dimensions were identified. These are historical objects, cultural events, cultural behavior, “traditional medicine and spiritual practices’’, “traditional aqua activities’’, “food and culinary experiences’’, and handcrafts. Structural equation modeling revealed that four subsequently underlying dimensions: historical objects, cultural behavior, ‘’food and culinary experiences’’ and handcrafts have a significant relationship with the destination image. It was also established that the effectiveness of destination promotional efforts have a significant mediating relationship between tourism cultural capital and the destination image. This study produces a comprehensive and broader conceptualization of the dimensions of tourism cultural capital and how the separate components components contribute to the formulation of the destination image so that appropriate management strategies for each may be formulate and implemented.
Description
Available in printed form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF G155.Z36S24 )
Keywords
Tourism, Zanzibar
Citation
Salim, I.S (2015) An exploration of the relationship between tourism cultural capital dimensions and destination image: a case study of Zanzibar.Doctoral dissertation, University of Dar es Salaam, Dar es Salaam.