Destination image of Tanzania among Finnish tourists
Heinola, Tiina (2015)
Haaga-Helia ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120419522
https://urn.fi/URN:NBN:fi:amk-2015120419522
Tiivistelmä
This thesis is a research about the destination image of Tanzania. It aims at finding out what Finnish tourists know about the destination, what are their first reactions and their thoughts of and interest towards the destination. The thesis is commissioned by RHEA, a responsible tourism intermediary in Finland.
The theory part of the thesis divides into Tanzania as a tourism destination and destination image theory. In the Tanzania section, the destination is handled through different approaches and topical matters are also discussed. The destination image part consists of theories and the effects of them on the images and actions of people.
The empirical part begins with description of quantitative research method which is used in this thesis. The reliability and validity are analysed along with the data collection and limitations of the research.
The research was implemented with a survey which was distributed on the internet. The sur-vey was designed based on the theory part. The responses were gathered in October-November 2015. The survey received 142 responses 29,6% from male and 70,4% from fe-male respondents. This is seen as the main validity risk for the research since even if the research was reliable, the validity suffers when the responses are very unequal.
The results were analysed through cross tabulating different matters such as preferred holiday types or age and gender.
The key findings were that the destination image of Tanzania is leaning towards the positive. Main matters concerning travellers are safety issues but Tanzania is seen as an interesting yet foreign destination. Tanzania’s natural attractions have a strong image in people’s heads yet the cultural attractions are living in the shadows of the natural attractions.
The theory part of the thesis divides into Tanzania as a tourism destination and destination image theory. In the Tanzania section, the destination is handled through different approaches and topical matters are also discussed. The destination image part consists of theories and the effects of them on the images and actions of people.
The empirical part begins with description of quantitative research method which is used in this thesis. The reliability and validity are analysed along with the data collection and limitations of the research.
The research was implemented with a survey which was distributed on the internet. The sur-vey was designed based on the theory part. The responses were gathered in October-November 2015. The survey received 142 responses 29,6% from male and 70,4% from fe-male respondents. This is seen as the main validity risk for the research since even if the research was reliable, the validity suffers when the responses are very unequal.
The results were analysed through cross tabulating different matters such as preferred holiday types or age and gender.
The key findings were that the destination image of Tanzania is leaning towards the positive. Main matters concerning travellers are safety issues but Tanzania is seen as an interesting yet foreign destination. Tanzania’s natural attractions have a strong image in people’s heads yet the cultural attractions are living in the shadows of the natural attractions.