How does destination governance build local residents’ behavioural support towards destination branding: An empirical study of the tourism sector in Tanzania

Abstract

The present study is among the few scholarly attempts that respond to scholarly calls to examine destination branding from the perspective of local residents. The current study extends knowledge on branding by examining the contribution of destination governance on behavioural support for destination branding in the tourism sector in Tanzania. The study used a cross-sectional survey research design with 302 respondents who were chosen to participate in the study. Data was collected through structured questionnaires that were self-administered and analyzed using structural equation modeling (SEM). The findings show that destination governance influences positive behavioural support towards destination branding when mediated by destination identification. Therefore, destination management organizations (DMOs) should engage local residents through institutional arrangements, i.e. destination governance, to promote behavioural support towards destination branding.