Social Media Usage and Behavioural Support Towards Destination Branding: The Mediating Role of Destination Identification: The Study of Tanzania Tourist Destination

Abstract

In recent times, destination branding has emerged as an imperative tool for tourist destinations that strive to survive in the current competitive setting in the tourism sector. However, despite the potential role that destination branding is expected to play in building destination competitiveness, very little is known about the factors which constitute the process. This study explores social media usage in influencing behavioural support towards destination branding from a supply-side perspective. It involved 302 respondents who are owners-managers of the selected business firms that operate in Tanzania's tourism sector. Structural Equation Modelling (SEM) was used for inferential statistical analysis and the findings show that social media usage influences behavioural support towards destination branding when mediated with destination identification. Thus, social media should be considered a tool influencing stakeholders' attitudes towards the tourism sector and tourists' destination.