International Journal of Sub-Saharan African Research (IJSSAR)

Background: Domestic tourism plays a significant role in the tourism industry, accounting for more than 80% of tourism expenditure in many developed countries. Despite that, Tanzania has not exploited its potential although the government is working to induce more visitors but still lags behind.
Objective: This study examined the effects of cognitive and affective destination image on the behavioral intentions of domestic visitors to national parks in Tanzania.
Method: The study employed a sequential mixed-methods design. Qualitative data were collected through interviews with 15 tourism stakeholders, followed by a survey of 400 domestic tourists. Data were analyzed using content analysis method and Smart PLS 4. Results: There were significant positive relationships between; cognitive destination image and behavioral intentions (? = 0.208, p = 0.049), affective destination image and behavioral intentions (? = 0.199, p = 0.049), cognitive destination image and affective destination image (? = 0.519, p = 0.000).
Conclusion: The findings demonstrate that cognitive destination image significantly influences domestic tourists’ emotional responses and behavioral intentions toward national parks in Tanzania. Also, affective destination image significantly influences behavioral intentions of domestic tourists to national parks in Tanzania. Contribution: The study addresses a significant gap in tourism literature by providing empirical evidence on the role of destination image in shaping domestic tourists’ behavioral intentions within the context of wildlife tourism in Tanzania. Recommendation: Destination managers should prioritize the development and promotion of positive cognitive destination attributes, as they significantly influence tourists’ emotional responses and future behavioral intentions. Also marketing strategies that prioritize affections of domestic tourists as they significant influence behavioral intentions.