Factors Shapping the Adoption of Mobile Marketing in Rural Areas of Tanzania: The Case of South Region in Unguja

The explosive use of mobile phones facilitates the introduction of different mobile app services which become an essential part of daily life. This forces the business vendors to place individually targeted marketing messages through mobile phones to ensure easy access to the service since the mobile phone is in the hands of owner all the day long. Most of the studies in mobile marketing adoption focused on urban and university consumers. This study aims to investigate the perception of consumers in rural areas on their intention to adopt mobile phone applications such as mobile marketing. The TAM model extended with the UTAUT2 model to achieve the study objective. a cross-sectional survey conducted to collect data through self-administered questionnaires to 500 villages owning mobile phones, through a stratified sampling design in the South district of Unguja. SEM technique was employed to analyze the collected data. The analysis was aided by SPSS version 25. The results showed that perceived usefulness, perceived ease of use, and facilitating conditions were the significant determinants of behavioral intention to adopt mobile marketing to consumers of rural areas. Furthermore, the attitude partially mediates the relationship between consumers’ perception and behavioral intention. The finding of this study is vital to business entities in the extension of mobile marketing coverage together with rural consumers to improve the way of life in the current mobile phone era. The Implications and limitations of the research were discussed.&nbsp

A study of demographic and psychographic factors on preference for travel activities among international and local tourists in Tanzania

Tourism destination usually viewed as a combination of places that generates not just experience but offers a memorable destination experience to the tourists. The challenge for today's tourism destination agencies is for them to offer what is needed by travellers. Currently, the tourism sector in Tanzania is in stiff competition with countries such as Kenya and South Africa in attracting more tourists. For a country to stay ahead of the competition, it is imperative for tourism stakeholders to understand various means for attracting the tourists, including the preferences for travel activities. This study aimed at offering an integrated approach to understanding tourists' travel activities and assesses its relationship with travel motivation and personality traits. Responses from a total of 431 respondents aged 18 and above was obtained through convenience sampling and used in the analysis. The study identified visiting city attractions, islands and beaches as top three preferred travel activities by tourists and visiting casinos and nightclubs as the least preferred activities. Moreover, the study examined the differences in preference for travel activities among the domestic and international travel markets. It was found that the two markets significantly differ in terms of preferences for a beach, visiting city attractions, going to nightclubs, purchasing traditional clothes and jewellery, as well as camping. Additionally, the study also examined whether demographic factors such as marital status, family size and occupation have any significant effect on preference for travel activities. Of all demographic factors, only occupation was proven to have a significant influence on activities such as visiting beaches and islands and purchasing traditional clothes. The study further tested the structural relationships between travel motivations, personality, destination image and travel activities using structural equation modelling. The main findings suggest that travel motivations and personality have an influence on preference for travel activities. More specifically, sightseeing activities were positively influenced by social, intellectual and stimulus avoidance travel motivations while outdoor activities were positively influenced by mastery competency travel motivation. Apart from travel motivations, this study also found that that closed to new experience personality positively influenced shopping activities while neurotic personality influenced sightseeing negatively. This study also examined the role of destination image in mediating the effect of travel motivation and personality in influencing travel activities. The overall finding indicated that there was only direct effect and that there was no mediation effect. Despite the fact that destination image did not mediate the former relationships it influenced sightseeing, shopping, and entertainment activities positively

The Effects of Perceived Trust and Ease of Use on Adoption of Mobile Marketing in the Telecommunication Industry of Tanzania

This study examines the effects of perceived trust and perceived ease of use on the adoption of mobile marketing in the telecommunications industry of Tanzania. Guided by the Technology Acceptance Model (TAM) it predicts the adoption of mobile marketing in the Telecommunications industry in Tanzania. Survey strategy was employed in data collection, using structured questionnaires and collected data from 5 municipalities, 73 wards and 6 hamlets, by using multi stage sampling of 406 respondents in Dar es Salaam. Quantitative data were analyzed using multiple linear regression. Findings indicate that perceived ease of use and perceived trust had positive and significant influence on the adoption of mobile marketing. We provide recommendations to the telecommunications companies to improve their mobile marketing products and services by making better products that are easy to use and trustworthy so as to conform to the needs of their customers

A study of demographic and psychographic factors on preference for travel activities among international and local tourists in Tanzania

Tourism destination usually viewed as a combination of places that generates not just experience but offers a memorable destination experience to the tourists. The challenge for today's tourism destination agencies is for them to offer what is needed by travellers. Currently, the tourism sector in Tanzania is in stiff competition with countries such as Kenya and South Africa in attracting more tourists. For a country to stay ahead of the competition, it is imperative for tourism stakeholders to understand various means for attracting the tourists, including the preferences for travel activities. This study aimed at offering an integrated approach to understanding tourists' travel activities and assesses its relationship with travel motivation and personality traits. Responses from a total of 431 respondents aged 18 and above was obtained through convenience sampling and used in the analysis. The study identified visiting city attractions, islands and beaches as top three preferred travel activities by tourists and visiting casinos and nightclubs as the least preferred activities. Moreover, the study examined the differences in preference for travel activities among the domestic and international travel markets. It was found that the two markets significantly differ in terms of preferences for a beach, visiting city attractions, going to nightclubs, purchasing traditional clothes and jewellery, as well as camping. Additionally, the study also examined whether demographic factors such as marital status, family size and occupation have any significant effect on preference for travel activities. Of all demographic factors, only occupation was proven to have a significant influence on activities such as visiting beaches and islands and purchasing traditional clothes. The study further tested the structural relationships between travel motivations, personality, destination image and travel activities using structural equation modelling. The main findings suggest that travel motivations and personality have an influence on preference for travel activities. More specifically, sightseeing activities were positively influenced by social, intellectual and stimulus avoidance travel motivations while outdoor activities were positively influenced by mastery competency travel motivation. Apart from travel motivations, this study also found that that closed to new experience personality positively influenced shopping activities while neurotic personality influenced sightseeing negatively. This study also examined the role of destination image in mediating the effect of travel motivation and personality in influencing travel activities. The overall finding indicated that there was only direct effect and that there was no mediation effect. Despite the fact that destination image did not mediate the former relationships it influenced sightseeing, shopping, and entertainment activities positively

Assessment of Tanzania Tourism Policy of 1999 in Addressing the Needs of People With Disability

Abstract It is known that Tanzania is blessed with multiple tourist attractions. However, the existence of these strengths alone will not guarantee successful accessible tourism if the needs of people with disability are not included in the policy. The Inclusion of the needs of this target group is a guarantee for the tourism sector to fully achieve equality and equity, which are pillars of sustainable tourism development. This paper critically addresses the weaknesses of the existing national Tourism policy of 1999 in addressing issues of people with disability in its specific policy strategies such as marketing and product development, cultural tourism as well as domestic tourism. The policy has clearly addressed the roles of women, youth and aged people in its various strategies but it ignore issues of people with disabilities. The needs of this target group need to be featured clearly in the policy as this will raise awareness of their existence hence boost the morale for tourism stakeholders to develop effective mechanisms to accommodate them. This is a literature review paper where the Policy was reviewed closely with other relevant literature. In the end, recommendations were highlighted to help policymakers to understand the behaviour of this target group. Keywords: Policy, Strategy, Tanzani

Adoption of Mobile Marketing in the Telecommunication Industry of Tanzania: The Effects of Perceived Usefulness, Ease of Use, and Customer’s Knowledge

This paper focuses on identifying the factors affecting customer’s adoption of mobile marketing by examining the effects of perceived usefulness, perceived ease of use, and perceived customer’s knowledge in the telecommunications industry of Tanzania. The study extended the Technology Acceptance Model (TAM), with Diffusion of Innovation Theory (DOI), in predicting the customer’s mobile marketing adoption. Survey strategy was employed in data collection by administering the structured questionnaires and collected data using multi stage sampling on 406 respondents in Dar es Salaam. After then, it was analyzed using factor analysis, correlation analysis, and multiple linear regression analysis. Findings indicated that perceived usefulness, perceived ease of use, and perceived customer knowledge have significant and positive influence on the adoption of mobile marketing in the telecommunication industry in Tanzania. The study contributes to telecommunication practitioners with the integrated theoretical framework, which suggest that telecommunication practitioners need to develop mobile platforms that are easy to use, useful in solving customers’ problems and in designing products whose benefits are easily understood by customers. Through holistic mobile marketing approach, this study makes parsimonious contribution to knowledge by using few variables in predicting the customer’s adoption of mobile marketing in Telecommunication industry in Tanzania