This study aimed to examine the effectiveness of advertising strategies used by
Tanzania national parks authority (TANAPA) in Tanzania and how these strategies
influence market performances in the tourism destination. The population of study
was domestic visitors to the 16 national parks maintained by TANAPA across the
country, but sample was considered from 5 top performers only (Serengeti, manyara,
Arusha, mikumi and tarangire National parks. Descriptive and cross sectional
research design was adopted and semi structured questionnaires tools were
administered to 399 sample respondents. Collected data was entered into SPSS and
analyzed using Structural equation modeling (SEM). It was revealed that TANAPA
employs equally various advertising objectives on domestic tourism destination
marketing campaigns. TANAPA marketing campaigns since 2016 found with little
influence on converting potential customers into customers and little capability to
influence both intentions to revisit and spread positive word of mouth. Finally it was
concluded that, TANAPA advertisements have not been so much effective in
influencing the local arrivals. To large extent, current visits in the country’s 16
national parks are influenced by number of other factors than marketing campaigns.
It was made clear that advertising objectives influence performance of domestic
tourism destination marketing campaigns in both positive and negative ways.
Therefore recommended that, in the changing consumer behavior environments and
increased competition, the seasonality of tourism business and the critical role
played by advertisements in market performance, it is advised that, tourism
organizations managers put more emphasize in improving market campaigns
decisions to increase market performance, understanding the underlying situations
and the intended advertising objectives so to change with volatile market
The Public Access, L (2021). Effectiveness Of Advertising Campaigns On Domestic Tourism Destination In Tanzania: A Case Of Tanzania National Parks. Afribary.com: Retrieved May 13, 2021, from https://afribary.com/works/effectiveness-of-advertising-campaigns-on-domestic-tourism-destination-in-tanzania-a-case-of-tanzania-national-parks
Library, The Public Access. "Effectiveness Of Advertising Campaigns On Domestic Tourism Destination In Tanzania: A Case Of Tanzania National Parks" Afribary.com. Afribary.com, 23 Apr. 2021, https://afribary.com/works/effectiveness-of-advertising-campaigns-on-domestic-tourism-destination-in-tanzania-a-case-of-tanzania-national-parks . Accessed 13 May. 2021.
Library, The Public Access. "Effectiveness Of Advertising Campaigns On Domestic Tourism Destination In Tanzania: A Case Of Tanzania National Parks". Afribary.com, Afribary.com, 23 Apr. 2021. Web. 13 May. 2021. < https://afribary.com/works/effectiveness-of-advertising-campaigns-on-domestic-tourism-destination-in-tanzania-a-case-of-tanzania-national-parks >.
Library, The Public Access. "Effectiveness Of Advertising Campaigns On Domestic Tourism Destination In Tanzania: A Case Of Tanzania National Parks" Afribary.com (2021). Accessed May 13, 2021. https://afribary.com/works/effectiveness-of-advertising-campaigns-on-domestic-tourism-destination-in-tanzania-a-case-of-tanzania-national-parks