Mediation Role of Destination Brand Patriotism in Social Media Brand Engagement and Destination Brand Value Co-creation: Local Residents’ Perspective in the Tourism Sector in Tanzania

Strengthening tourism ethnocentrism in emerging tourism destinations

“…Destination social responsibility (DSR) has evolved from corporate social responsibility (CSR), signifying a business's commitment to enhancing the welfare of local communities through ethical practices and contributions (Su et al, 2018;Zhang et al, 2022). CSR encourages corporations to prioritize societal well-being alongside profitability (Amani, 2022b). In the context of tourism, there is growing recognition of the importance of CSR due to the dependence of emerging tourism destinations on their environmental and cultural resources (Agapito et al, 2023;Lee et al, 2021a;Su et al, 2020).…”

“…Most studies in emerging tourism destinations indicate that local residents are often considered merely hosts, and as a result, they are often misrepresented in shaping tourism in their respective tourism destinations (Stone and Nyaupane, 2020). Based on this, there is a great outcry among practitioners and tourism agencies globally to ensure the most effective tourism development model, which should not only focus on inserting local residents into mainstream tourism but should also aim to ensure a more just and equitable distribution of ownership, power, control, and tourism knowledge (Amani, 2023a;Bowen and Sotomayor, 2022). This tourism development model should ensure that local residents demonstrate an agentic role by supporting domestic tourism through participating in decisions that aim to promote domestic tourism, planning holidays and vacations as domestic tourists, and spending on domestic tourism (Bowen and Sotomayor, 2022;Stone and Nyaupane, 2020).…”

“…This tourism development model should ensure that local residents demonstrate an agentic role by supporting domestic tourism through participating in decisions that aim to promote domestic tourism, planning holidays and vacations as domestic tourists, and spending on domestic tourism (Bowen and Sotomayor, 2022;Stone and Nyaupane, 2020). The growing competition in the global tourism market emphasizes the importance for DMOs to take deliberate measures to promote tourism ethnocentrism, facilitating equitable distribution of ownership, power, control, and tourism knowledge among local residents (Amani, 2023a). As a result, local residents become potential buyers of various tourism products and services for the development of tourism in their specific tourism destination (Amani, 2023a;Todorovi c et al, 2023).…”

“…The growing competition in the global tourism market emphasizes the importance for DMOs to take deliberate measures to promote tourism ethnocentrism, facilitating equitable distribution of ownership, power, control, and tourism knowledge among local residents (Amani, 2023a). As a result, local residents become potential buyers of various tourism products and services for the development of tourism in their specific tourism destination (Amani, 2023a;Todorovi c et al, 2023). Existing literature suggests that this model of tourism development is less known, resulting in a low level of tourism ethnocentrism in emerging tourism destinations (Amani and Chao, 2023).…”

“…However, despite the unswerving importance of tourism ethnocentrism, recent literature, such as Lever et al (2022); Todorovi c et al (2023), accentuates that tourism ethnocentrism emerges as a relatively new concept, and its relationship with related constructs is in its infancy, with most of them remaining unexamined in the limited existing literature. This implies that the drivers of tourism ethnocentrism have not been well understood (Amani, 2023a), and hence DMOs in the majority of tourism destinations, mainly in emerging tourism destinations, have continued to treat local residents as merely hosts and passive beneficiaries (Bowen and Sotomayor, 2022). Hence, local residents are often misrepresented when determining the development of the domestic tourism economy in their respective tourism destinations (Stone and Nyaupane, 2020).…”