Begashe, Be y Amos; Ma o ola, Salum; Mgonja, John Thomas
A icle
Demog aphic de e minan s o wildli e a ac ion
selec ion among in e na ional e u n ou is s in Tanzania:
implica ions o s a egic ma ke ing
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Begashe, Be y Amos; Ma o ola, Salum; Mgonja, John Thomas (2024) :
Demog aphic de e minan s o wildli e a ac ion selec ion among in e na ional e u n ou is s in
Tanzania: implica ions o s a egic ma ke ing, Cogen Business & Managemen , ISSN 2331-1975,
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Demog aphic de e minan s o wildli e a ac ion
selec ion among in e na ional e u n ou is s in
Tanzania: implica ions o s a egic ma ke ing
Be y Amos Begashe, Salum Ma o ola & John Thomas Mgonja
To ci e his a icle: Be y Amos Begashe, Salum Ma o ola & John Thomas Mgonja (2024)
Demog aphic de e minan s o wildli e a ac ion selec ion among in e na ional e u n ou is s
in Tanzania: implica ions o s a egic ma ke ing, Cogen Business & Managemen , 11:1,
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2024, VoL. , no. 1, 2340127
Demog aphic de e minan s o wildli e a ac ion selec ion among
in e na ional e u n ou is s in Tanzania: implica ions o s a egic
ma ke ing
Be y amos Begashea , salum Ma o olaa and John homas Mgonjab
aDepa men o Business adminis a ion and Managemen , he uni e si y o Dodoma, Dodoma, anzania; bDepa men o
ou ism and Rec ea ion, sokoine uni e si y o ag icul u e, Mo ogo o, anzania
ABSTRACT
his s udy examines he demog aphic de e minan s o he choice o wildli e a ac ions
among in e na ional epea ou is s in anzania o p o ide aluable insigh s o
des ina ion planning and ma ke ing. he s udy employed bina y logis ic eg ession
analysis and c oss- abula ion o assess he in luence o demog aphic cha ac e is ics on
he selec ion o wildli e a ac ions om he o al 1550 in e na ional epea ou is s. he
demog aphic a ibu es o ou is s, including amily size, employmen s a us, income
le el, and egion o o igin, exe a subs an ial impac on he selec ion o he wildli e
a ac ion, as indica ed by a signi ican p- alue <0.05. While indi iduals wi h
medium-le el annual income, e i ees, s uden s, and hose indi iduals who a e om
asia and no h ame ica a e d awn o wildli e expe iences. Unlike, ou is s esiding om
small size amily (less han membe s) and hose who a e coming om sou h ame ica,
show educed in e es in wildli e a ac ions. Mo eo e , he esul s om he
c oss- abula ion e ealed ha indi iduals wi h a mode a e annual income, especially
hose who a e om la ge amily sizes, exhibi a mo e p onounced p e e ence o
wildli e. addi ionally, he indings indica ed ha epea ou is s showing a highe
inclina ion owa ds wildli e a e indi iduals who a e e i ed and ha e a amily size
exceeding h ee membe s. hese indings shed ligh on possibili ies o ma ke e s o
enhance hei s a egies, ensu ing ha in o ma ion ega ding he di e se ange o
wildli e o e ings and new wildli e packages eaches indi iduals displaying a s ong
inclina ion o epea isi s.
1. In oduc ion
ou ism, a mul i ace ed indus y encompassing a el, leisu e, and explo a ion, holds immense global
impo ance (UnW O, 2021). ou ism uels g ow h by gene a ing e enue, os e ing job c ea ion, and bol-
s e ing o eign exchange ea nings (UnW O, 2021). Beyond economics, ou ism p omo es c oss-cul u al
unde s anding, p ese es he i age, and nu u es communi y de elopmen (Olale e, 2019). also, i can
d i e in as uc u e enhancemen s and en i onmen al conse a ion e o s, while se ing as a pla o m
o educa ion, esea ch, and diploma ic engagemen (ahmed & Jahan, 2013).
se ing aside he indus y’s s andpoin , in ense i al y p e ails among ou is des ina ions, he eby
exposing a ac ions a signi ican isks (almeida-san ana & Mo eno-gil, 2018; Okamu a & Fukushige,
2010; Oppe mann, 2000). o a oid exposu e o isks, he ecommenda ion pu o wa d is o ocus on
e aining i s loyal cus ome s (almeida-san ana & Mo eno-gil, 2018). a undamen al assump ion unde ly-
ing his pe spec i e is ha epea isi o s end o be mo e inancially ad an ageous (e.g. due o educed
ma ke ing cos s) and ha hei posi i e wo d o mou h (WOM) is i al o d awing in new ou is s o he
des ina ion (Čauše ić e al., 2020; lim e al., 2016). Mo eo e , e aining ou is s is conside ed mo e
cos -e ec i e han a ac ing new ones (Oppe mann, 2000).
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Be y amos Begashe b[email p o ec ed] Depa men o Business adminis a ion and Managemen , he uni e si y o
Dodoma, Dodoma, anzania
h ps://doi.o g/10.1080/23311975.2024.2340127
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 4 Feb ua y 2024
e ised 28 Ma ch 2024
accep ed 30 Ma ch 2024
KEYWORDS
Demog aphic
cha ac e is ics;
in e na ional ou is s;
epea ou is s; ou is s
choices; wildli e
a ac ions
REVIEWING EDITOR
len iu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed kingdom o
g ea B i ain and
no he n i eland
SUBJECTS
hospi ali y; Ma ke ing
communica ions; he
hospi ali y indus y;
hospi ali y Ma ke ing
2 B. a. Begashe e al.
Despi e he impo ance o epea ou is s, anzania aces he challenge o a ac ing a sa is ac o y
numbe o epea ou is s compa ed o i s compe i o s, such as kenya and sou h a ica. Fo ins ance,
be ween 2016 and 2019, anzania ecei ed an a e age o 20% epea ou is s, compa ed o sou h
a ica and kenya, which ecei ed an a e age o 80 and 42% epea ou is s, espec i ely (Musembi
e al., 2020; sia, 2020; i, 2020). knowingly, he coun y con ains a ie ies and di e si y o na u al
a ac ions o e i s compe i o s; kenya and sou h a ica (T a el & Tou ism Compe i i e Repo , 2019). he
expec a ion was, due o he a ailabili y o unique and di e si y o na u al a ac ions including wildli e,
moun ains, beach, and o es ese es which p ima ily a ac ou is s o he des ina ion, anzania
should gain a compe i i e ad an age o e i s compe i o s by a ac ing enough numbe o ou is s
(Wamboye e al., 2020).
ou ism in anzania is highly ocused on na u al esou ces and he coun y is ecognized as a wilde -
ness and sa a i capi al o he eas a ican. in line wi h ha , he coun y is posi ioned as one o he op
25 global biodi e si y ho spo s in e ms o he numbe o endemics species (T a el & Tou ism Compe i i e
Repo , 2019). epo s show ha anzania ou ism depends much on wildli e a ac ions as 36.4% o
ou is s who isi anzania, p e e o isi wildli e a ac ions (Tanzania Tou ism Sec o al Su ey Repo ,
2019). his is due o he a ailabili y o a ie ies o wildli e a eas anging om na ional pa ks, game
ese es, game-con olled a eas, and conse a ion a eas which o e di e se o expe iences o ou is s.
hese a eas a e he homes o wildli e animals which a ac s housands o i s ime and epea ou is s
o isi he coun y o leisu e, ec ea ion, and educa ion pu poses. holding hose signi icances, i alida e
he need o ha e a clea unde s anding o his a ac ion segmen especially i s d i ing o ce o enhance
he likelihood o epea ed isi s in he coun y (ayazla , 2017; Moo house e al., 2017).
h ough empi ical in es iga ion, i has been es ablished ha ac o s like ou is s’ con en men , he
quali y o se ices, socio-demog aphic ai s, he pe cep ion o des ina ion epu a ion, ou is s’ p io
encoun e s, and he a ibu es o he des ina ion a e iden i ied as p ecu so s o epea isi s wi hin he
des ina ion (Ma olo e al., 2021; Mlozi, 2014; Mlozi & Pesämaa, 2013; Pe o ic e al., 2018; an & Wu, 2016;
osun e al., 2015; Wadood e al., 2020). o he bes o he au ho s’ knowledge, he e is a sca ci y o
s udies conduc ed on epea isi a ion o wildli e a ac ions in anzania. addi ionally; he ac o s ha
in luence ou is s o choose wildli e a ac ions du ing hei epea isi s a e no known. schola s ecom-
mended ha ma ke e s and ou p o ide s should ha e a clea unde s anding o he na u e o he ma -
ke ha hey sa e (Mcke che e al., 2012). his in ol es ha ing he knowledge o who exac ly a e hese
epea ou is s who p e e wildli e a ac ions du ing epea isi a ion o he coun y.
acco ding o li e a u e, ou is s’ choices wi hin he des ina ion can be con olled by hei demog aphic
cha ac e is ics (n. ka a, 2016; Oh e al., 2004; Pad ón-Á ila & he nández-Ma ín, 2019; omić e al., 2019;
Valek e al., 2014). in line wi h ha almeida-san ana and Mo eno-gil (2018) sugges ed ha , o a des i-
na ion o gain a compe i i e ad an age, ou p o ide s and ma ke e s mus ho oughly g asp he cha -
ac e is ics o he ma ke hey se e. ou is s choices can be a ec ed by demog aphic cha ac e is ics, such
as age, gende , occupa ion, income (ka iyapo npong & Mille , 2009; n. ka a, 2016; Valek e al., 2014).
Fu he mo e, in he body o knowledge, li le is known abou he in luence o socio-demog aphic cha -
ac e is ics on he choice o wildli e a ac ions among in e na ional epea ou is s in anzania. a ailable
s udies pu mo e ocus on he choice o ac i i ies (n. ka a, 2016); and he choice o wildli e o domes ic
ou is s (Ma iki e al., 2012).
he e o e, he main in e es o he cu en s udy is o in es iga e he in luence o demog aphic cha -
ac e is ics, including age, gende , amily size, ma i al s a us, occupa ion, income le el, and egion o o i-
gin on he selec ion o wildli e a ac ions among in e na ional epea ou is s in anzania. he s udy
aims o p o ide aluable insigh s in o des ina ion planning and ma ke ing s a egies in he ou ism
indus y.
2. Li e a u e e iew
2.1. Wildli e ou ism in Tanzania
Wildli e ou ism in ol es a ele s jou neying om hei homes o obse e and engage in a ious ac i -
i ies ela ed o wild animals (sco & higginbo om, 2004). hese ac i i ies encompass bi d wa ching,
cOgen BUsiness & ManageMen 3
game iewing, and pho og aphy, p ima ily designed o p o ide ou is s wi h expe iences ela ed o wild-
li e, bi ds, ege a ion, and ecosys ems (cu in & k agh, 2014; sco & higginbo om, 2004). Mo eo e ,
wildli e p o ides ou is s wi h an oppo uni y o gain knowledge abou biodi e si y and he in e con-
nec ed ela ionships be ween animals and plan s (cu in & k agh, 2014; sco & higginbo om, 2004).
he in e sec ion o ou ism and wildli e a ac ions o ms a symbio ic ela ionship ha holds p o ound
implica ions o bo h he na u al wo ld and he a el indus y (cu in & k agh, 2014). Wildli e a ac ions
ac as signi ican d aws o ou is s seeking unique and imme si e expe iences globally (Fennell & Yazdan
Panah, 2020). People a e na u ally d awn o obse e and in e ac wi h wildli e in hei na u al habi a s o
well-designed enclosu es (Fennell & Yazdan Panah, 2020). as a esul , hese a ac ions become ocal
poin s o ou ism campaigns, a ac ing ou is s om a ound he wo ld (sco & higginbo om, 2004).
anzania’s wildli e ou ism s ands as a p ominen and in e na ionally acclaimed sec o , d awing global
a ele s o engage wi h he na ion’s ema kable na u al magni icence and di e se animal li e (Wade
e al., 2001). Posi ioned in eas a ica, anzania boas s a spec um o iconic wildli e species and enowned
na u al wonde s, posi ioning i as an ideal des ina ion o na u e en husias s, pho og aphe s, and hose
cap i a ed by he ou doo s (Wade e al., 2001; Wamboye e al., 2020). among i s p incipal wildli e a ac-
ions includes, se enge i na ional Pa k, which is globally ecognized as one o he mos di e se and
well-known conse a ion a eas o wildli e (Figu e 1). he pa k gains i s enown om he annual g ea
Mig a ion, a ema kable spec acle whe e expansi e he ds o wildebees s a e se as dis ances in pu -
sui o esh g azing, cap i a ing ou is s seeking o wi ness his awe-inspi ing e en (eagles e al., 2006).
Fu he mo e, he ngo ongo o conse a ion a ea eme ges as ano he magne , encompassing he
ngo ongo o c a e , a olcanic calde a ha p o ides a dis inc i e and a ied habi a o an ex ensi e a ay
o wildli e species (Figu e 1). his a ea is o en dubbed he ‘eigh h Wonde o he Wo ld’, celeb a ed o
i s inc edible biodi e si y and he ha monious coexis ence o human communi ies alongside wildli e
(Masao e al., 2015).
Moun kilimanja o na ional Pa k, while p ima ily acclaimed o i s majes ic snow-c owned peak,
ex ends i s o e ings o encompass wildli e expe iences a lowe ele a ions (Figu e 1). hose who jou ney
Figu e 1. Map showing anzania na ional Pa ks, game ese es, and conse a ion a eas.
Sou ce: anzania na ional Pa ks Websi e.
4 B. a. Begashe e al.
h ough i s di e en ecological zones encoun e dis inc lo a and auna, adding o he allu e o he
expedi ion (adili & obe , 2016). simila ly, he a angi e na ional Pa k dis inguishes i sel wi h subs an-
ial elephan popula ions, s a ely baobab ees, and an a ay o bi d species. P o iding an excep ional
and less c owded sa a i en u e in compa ison o mo e amed pa ks, i ensu es a dis inc i e encoun e
wi h na u e (sachedina, 2006).
lake Manya a na ional Pa k, al hough ela i ely compac , ga ne s a en ion o i s abundan biodi-
e si y (Figu e 1). he pa k plays hos o a di e se collec ion o wildli e, including elephan s, gi a es,
zeb as, bu alo, lions, leopa ds, and an a ay o bi d species. no ably, he pa k is acclaimed o i s dis-
inc i e ee-climbing lions, a phenomenon ha adds a unique dimension o he egion’s allu e (Okello
& Ye ian, 2009).
he e o e, due o he ac ha 36.4% o ou is s who isi anzania p e e o isi wildli e ( anzania
ou ism sec o al su ey epo , 2019), i is ui ul o ha e a clea unde s anding o ai s and hei d i e s
owa ds isi ing wildli e a ac ions especially o in e na ional epea ou is s.
2.2. In e na ional epea ou is s’
ou is s who e isi a des ina ion on mul iple occasions a e commonly e e ed o as epea ou is s
(Juaneda, 2016). he e m ‘ isi ed des ina ion’ can encompass a ious loca ions, including coun ies,
egions, dis ic s, illages, si es, o a ac ions (Pike, 2007). he concep o epea isi a ion is oo ed in
he idea o ou ism des ina ion loyal y, which ep esen s a beha io al inclina ion o a ou is o e u n
o a speci ic des ina ion (Oppe mann, 1999). as de ined by Oppe mann (1999, pp. 78–84), ou ism des-
ina ion loyal y is cha ac e ized as ‘a biased (i.e. non andom) beha io al esponse, exp essed o e ime,
by an indi idual wi h espec o one o mo e al e na i e holiday des ina ions’. i s ems om bo h he
psychological endencies and he a i udes o indi iduals owa d e isi ing a des ina ion o u u e holi-
days. consequen ly, wi hin consume esea ch, he e m ‘cus ome loyal y’ is equen ly gauged h ough
indica o s, such as he ‘in en o con inue pu chasing he same p oduc ’, ‘in en o make epea pu chases
o he same p oduc ’ (beha io al measu es), o ‘willingness o ecommend he p oduc o o he s’ (an
a i udinal indica o e lec ing p oduc ad ocacy) (Oppe mann, 1999).
Wildli e ou ism and epea isi s a e in e wined aspec s o he b oade a el indus y, each in luenc-
ing and complemen ing he o he in unique ways (Okello & Ye ian, 2009). Wildli e ou ism, which in ol es
expe iencing and engaging wi h na u al en i onmen s and di e se animal species, o en plays a signi i-
can ole in encou aging epea isi s o speci ic des ina ions (cu in & k agh, 2014; Fennell & Yazdan
Panah, 2020).
hence, because o he in e ela edness o hese wo elemen s, i is bene icial o gain a mo e p o ound
comp ehension o he a ibu es and d i ing ac o s in luencing in e na ional epea ou is s when i
comes o wildli e expe iences.
2.3. Socio-demog aphic cha ac e is ics and he choice o wildli e a ac ion
F om a ou ism pe spec i e, socio-demog aphic ac o s a e de ined as a desc ip i e segmen a ion ech-
nique (Mazilu & sab ina, 2010, p. 159). socio-demog aphic a iables a e no mally used as a ma ke seg-
men a ion app oach, whe eby indi iduals a e segmen ed based on gende , age, egion o o igin,
occupa ion, educa ion le el, income, household size, and amily size Mkwizu (2018). acco ding o ka a
and Mkwizu (2020) and Mkwizu (2018), age, gende , amily li e cycle, educa ion, income, and na ionali y
a e examples o socio-demog aphic ac o s commonly used by ou ism expe s. hese a iables a e
belie ed o be accu a e in desc ibing he ou ism ma ke and p edic ing a el beha io pa e ns
(hughes, 2001).
adi ionally, he s udies o des ina ion choices aim o p o ide he link be ween a ou is ’s cha ac e -
is ics and wha he des ina ion has o o e (kalenjuk, 2022; ka iyapo npong & Mille , 2009; M. n. ka a,
2016; Mak & Jim, 2019). acco ding o almeida-san ana and Mo eno-gil (2018), i is e y impo an o
des ina ion manage s and ou p o ide s o unde s and he na u e o he ma ke ha hey se e. he
unde s anding o his pa is e y impo an because i will enable hem o design and p o ide p oduc s
and se ices acco ding o he ma ke demand. his will ensu e ou is sa is ac ion and encou age epea
cOgen BUsiness & ManageMen 5
business. Fu he mo e, based on he aim o his s udy, he unde s anding o how ou is s’ socio-demog aphic
cha ac e is ics in luence he choice o wildli e a ac ions among in e na ional epea ou is s is e y use-
ul o he coun y gi en his compe i i e edge (ka a & Mkwizu, 2020).
se e al s udies p o ed he e ec i eness o demog aphic cha ac e is ics in p edic ing ou is s decision
making in he des ina ion (almeida-san ana & Mo eno-gil, 2018; Mohsin & yan, 2004; n. ka a, 2016;
Odunga, 2005; Pad ón-Á ila & he nández-Ma ín, 2019; omić e al., 2019). Focusing on he choice o
a ac ions; s udies ound ha , demog aphic cha ac e is ics ha e a di ec ela ionship wi h he choice o
speci ic a ac ions wi hin he des ina ion. he a ac ions include hose which a e ela ed o, spo s
(Valek e al., 2014); shopping (Oh e al., 2004); ood (kalenjuk, 2022); na u e based (Me ic & hun , 1998);
island (Pad ón-Á ila & he nández-Ma ín, 2019); and cul u e (kim e al., 2007). Demog aphic cha ac e is-
ics, such as educa ion and income end o in luence ou is s’ choice o spo s, shopping, na u e, island,
and cul u al a ac ions. Fo ins ance, Pad ón-Á ila and he nández-Ma ín (2019) ound ha olde ou is s
had g ea e p obabili ies han younge ones o isi ing cul u al a ac ions. On ano he hand, Me ic and
hun (1998) e ealed ha eco ou is s end o be middle age wi h highe educa ion and income le els
han he ou is s who a el o o he pu poses. in addi ion apa om age and educa ion kalenjuk
(2022) also ound ha he ou is ’s p e e ences o local ood di e depending on hei egion o o igin.
Unlike ac o s age and gende has a majo in luence on indi idual shopping beha io (Oh e al., 2004).
gene ally, in he body o li e a u e, he e a e plen y o s udies ha explain he ela ionship be ween
ou is ’s socio-demog aphic cha ac e is ics and des ina ion o e ings. Focusing on he in luence o demo-
g aphic cha ac e is ics on he choice o wildli e a ac ions among in e na ional epea ou is s is he
main ocus o his s udy. he e is a limi ed s udy ha has been conduc ed on his a ea, especially in
anzania con ex . P e ious s udies ailed o cap u e how ou is s’ socio-demog aphic cha ac e is ics, such
as age, gende , amily size, ma i al s a us, occupa ion, income le el, and egion o o igin can in luence
he choice o wildli e a ac ions among in e na ional epea ou is s in anzania as a ou is des ina ion.
Unde s anding his ela ionship will enable ou ism ma ke e s and ou p o ide s o ha e a clea unde -
s anding o he ma ke ha hey se e based on hei socio-demog aphic cha ac e is ics.
3. Me hods
3.1. Resea ch design, s udy a ea, and sample size
he s udy employs a c oss-sec ional esea ch design o collec da a om in e na ional ou is s who make
epea isi s o anzania. in a b oade sense, a c oss-sec ional design in ol es ga he ing da a om a
subg oup o a popula ion a a single poin in ime (Mann, 2003). his app oach o e s signi ican ad an-
ages in e ms o ime and cos e iciency, making i pa icula ly sui able o esea ch in ol ing mul iple
a iables and a la ge numbe o pa icipan s.
3.2. Sampling design and da a collec ion
his pape aims o p esen he indings o su ey da a collec ed om a sample o 1550 in e na ional
epea ou is s du ing he pe iod spanning om no embe 2022 o augus 2023. his pe iod co e s wo
ou ism seasons in anzania; high and low season. he collec ion o da a o bo h seasons enables he
esea che o ge he di e si y o ou is ’s p e e ences in e ms o a ac ions om di e en seasons.
addi ionally, M. n. ka a (2016) ecommended ha ou is s who a el in di e en seasons migh be di -
e en in e ms o hei choice beha io wi hin he des ina ion.
a con enience sampling p ocedu e was employed o ge he app op ia e esponden s o he s udy.
i is known ha con enience sampling has inhe en limi a ions, p ima ily ela ed o po en ial sampling
biases and cons ain s in da a collec ion. o educe hese limi a ions Fe be (1977) and M. n. ka a (2016)
no ed ha con enience sampling is one o he o ms o non-p obabili y sampling which can be used
when he e is a con ol in he esea ch design o educe he impac o non- andom sampling by making
su e ha he gene a ed indings a e om he ue ep esen a i e o he popula ion. o enhance ha , he
da a we e collec ed om he majo in e na ional ai po s in anzania. hese ai po s a e known as he
majo exi poin o in e na ional ou is s (Tanzania Tou ism Sec o al Su ey Repo , 2019). he e o e, he
6 B. a. Begashe e al.
chances o ha ing a signi ican e ec on he esul s o no adop ing a p obabili y sampling echnique
a e e y high. addi ionally, con enience sampling is one o he app op ia e sampling echniques o be
used when collec ing da a om ac ual ou is se ings. O he s udies ha used con enien sampling
include he s udy conduc ed by M. n. ka a (2016) which assesses he in luence o socio-demog aphic
cha ac e is ics on ou is s’ choices o ac i i ies in he anzania no he n ci cui . also Mgonja e al. (2017)
employed a con enience sampling me hod o assess in e na ional isi o s’ pe cep ions abou local oods
in anzania.
he ques ionnai e su ey was dissemina ed using a d op-and-pick app oach a h ee key in e na ional
ai po s: Julius nye e e in e na ional ai po (Jnia), kilimanja o in e na ional ai po (kia), and abeid
aman ka ume in e na ional ai po (aakia). hese ai po s we e chosen because hey se e as he p i-
ma y exi poin s o in e na ional ou is s isi ing bo h anzania Mainland and Zanziba . in e na ional
ou is s who we e ound a he depa u e lounge we e app oached con enien ly and kindly asked o
ake pa in he su ey exe cise. he main in en ion o he s udy was in oduced o ou is s and he
decision o pa icipa e in he s udy was le en i ely o ou is s. he e o e, ou is s who ag eed o pa ic-
ipa e in he s udy we e gi en a su ey ques ionnai e o ill.
o ensu e a a ie y o esponses and a oid edundancy, in cases whe e ou is s a eled as a g oup,
a single esponden was chosen om each g oup o ep esen he collec i e iews. acco ding o his
s udy a el g oup we e he g oup o ou is s who plan and a el oge he wi hou anyone le behind
hough he whole ip. e e y g oup ha en e ed he depa u e e minal was aced by a esea che .
Once he g oup made i h ough secu i y check and sea a he depa u e lounge, one pe son was
eques ed o ill ou he su ey on behal o o he membe s.
in e na ional epea ou is s who we e ound a he depa u e lounge a he ime he esea che was
collec ing da a we e conside ed as a sample. Because he s udy co e ed wo seasons, he esea che
managed o collec da a om 1594 esponden s. Fo y- ou esponden s didn’ ill he ques ionnai e
e ec i ely he e o e hose ques ionnai es we e disca ded as incomple e. he e o e, he emaining 1550
comple ed ques ionnai es we e used o analysis.
3.3. Va iable measu emen s
he ques ionnai e was di ided in o wo majo pa s. he gene al in o ma ion abou esponden s includ-
ing hei socio-demog aphic de ails, such as age, sex, amily size, egion o o igin, ma i al s a us, educa-
ional a ainmen , and income le el, was collec ed in he i s pa . hese demog aphic a iables we e
selec ed i s ly; due o limi ed s udies conduc ed on hei implica ions on he choice o wildli e pa e n
in he con ex o anzania as explained p e iously. secondly; he chosen demog aphic cha ac e is ics a e
conside ed o be mo e e ec i e in segmen ing ou is s in ela ion o hei beha io wi hin he des ina-
ion (ka a & Mkwizu, 2020; M. n. ka a, 2016; Ma e al., 2018). he e o e, by assessing he in luence o he
selec ed demog aphic cha ac e is ics on he choice o wildli e a ac ions ma ke e s and p omo e s will
be able o segmen wildli e epea ou is s based on hei amily size, employmen s a us, income le el,
and egion o o igin.
he dependen a iable was measu ed as a bina y a iable ‘0 o 1’. 0 s ands o o he wise and 1
s ands o he ac o ou is s o choose wildli e a ac ions du ing hei epea isi o anzania. i also
ep esen s only a beha io o e u ning o subsequen isi s, aligning wi h p e ious esea ch in his
domain (aleg e & clade a, 2006; kas enholz e al., 2013).
Be o e ca ying ou he exe cise o da a analysis, se e al diagnoses we e es ed o alida e he assump-
ions unde lying he bina y logis ic eg ession model as ollows:
3.4. Diagnos ic checks
Diagnos ics play a c ucial ole in assessing he assump ions o a bina y logis ic eg ession be o e i ing
he model. hese assump ions, including linea i y o logi (log odds), no pe ec mul icollinea i y, and no
in luen ial ou lie s, a e essen ial o p o iding eliable es ima es o he bina y logis ic eg ession model.
in his s udy, diagnos ic checks we e pe o med o ensu e ha any iola ions o he assump ions we e
iden i ied and add essed app op ia ely be o e i ing he bina y logis ic eg ession model.
cOgen BUsiness & ManageMen 7
3.4.1. Linea i y o logi (log odds)
his assump ion equi es ha he ela ionship be ween he con inuous independen a iables and he
log odds o he dependen a iable is linea . he Box- idwell ans o ma ion is a use ul diagnos ic ool
in logis ic eg ession o assessing he linea i y assump ion and de e mining i addi ional model adjus -
men s a e needed, hence was used o check o linea i y o logi in his s udy. o assess he linea i y o
logi we examine he signi icance o he ans o med con inuous independen a iables in he model. i
he ans o med a iable is signi ican , i sugges s ha he ela ionship be ween he o iginal independen
a iables and he log odds o he dependen a iable is no linea . in his case, he ans o med a iable
(age o esponden ) was no signi ican (p = 0.491), indica ing linea i y o logi as shown in able 1 below.
3.4.2. Mul icollinea i y
Va iance in la ion Fac o (ViF) and ole ance alues we e used o assess he p esence o mul icollinea i y.
high ViF alues o independen a iables sugges mul icollinea i y, indica ing ha ce ain a iables a e
highly co ela ed. ViF alues <10 (ideally close o 1) and ole ance alues >0.1 a e gene ally conside ed
accep able. in his case, he ViF and ole ance alues a e easonable, indica ing no se e e mul icollinea -
i y issues as shown in able 2 below.
3.4.3. Ou lie and in luen ial da a poin s
cook’s dis ance, Mahalanobis dis ance, s anda d and s uden ized esiduals we e used o assess he p es-
ence o ou lie and in luen ial da a poin s. Based on cook’s and Mahalanobis dis ance, he poin s wi h
high cook’s and Mahalanobis dis ance we e conside ed in luen ial. in ou case, a ela i ely small dis ance
anging om 0.000 o 0.039 and om 0.147 o 10.897 o cook’s and Mahalanobis dis ance, espec i ely
was obse ed, sugges ing no in luen ial ou lie s.
Mo eo e , s anda dized esiduals, which indica e he numbe o s anda d de ia ions an obse a ion’s
esidual de ia es om he mean, exhibi a ange om −2.774 o 2.711 sugges ing he absence o
Table 1. Mul iple bina y logis ic eg ession model wi h he Box- idwell ans o ma ion.
Va iable Coe icien (
β
)s d e o 95% Ci p-Value
Cons an 2.09111 1.207351 [−0.27525, 4.45747] 0.083
age −0.09528 0.1371 [−0.36399, 0.17343] 0.487
age*ln (age) 0.019747 0.028667 [−0.03644, 0.07593] 0.491
Ma i al s a us
single Re
Ma ied 0.078145 0.150077 [−0.216, 0.37229] 0.603
o he s 0.025655 0.296552 [−0.55558, 0.606887] 0.931
Household size
Below 3 (small size) −0.80574 0.140101 [−1.08034, −0.53115] <0.001
abo e 3 (la ge size) Re
Income
inc1 0.252868 0.232612 [−0.20304, 0.70878] 0.277
inc2 0.544339 0.229809 [0.09392, 0.99476] 0.018
inc3 0.895896 0.251931 [0.40212, 1.38967] <0.001
inc4 0.195079 0.317762 [−0.42772, 0.81788] 0.539
inc5 Re
Occupa ion
employed Re
Re i ed 0.461642 0.215448 [0.039372, 0.88391] 0.032
s uden 0.528782 0.339216 [−0.13607, 1.19363] 0.119
Gende
Female Re
Male −0.1367 0.13703 [−0.40528, 0.13187] 0.318
Region o en y
eu ope Re
no h-ame ica 0.650694 0.270749 [0.12004, 1.181352] 0.016
sou h-ame ica −0.59741 0.289407 [−1.16464, −0.03018] 0.039
asia 0.868573 0.384085 [0.11578, 1.62137] 0.024
sub-saha an a ica 0.322426 0.241085 [−0.15009, 0.79494] 0.181
Educa ion le el
P ima y educa ion −0.39052 0.567958 [−1.5037, 0.72265] 0.492
seconda y educa ion Re
College educa ion −0.28868 0.282114 [−0.84161, 0.26426] 0.306
uni e si y educa ion −0.11187 0.256045 [−0.61371, 0.389972] 0.662
14 B. a. Begashe e al.
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