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Tourism Cultural Capital Dimensions as an Antecedent of Destination Image with Reference to Zanzibar’s Tourist Trade

Author: 
Dr. Issa Seif Salim and Dr. Lufumbi J. Mwaipopo
Subject Area: 
Social Sciences and Humanities
Abstract: 

The dimensions of tourism cultural capital have become a key component in creating the image of destinations. Despite their importance to tourism, the amount of research that has been conducted on conceptualizing tourism cultural capital dimensions and their relationship with destination image does not reflect their importance. It is unlikely therefore that such dimensions feature in the image of most tourist destinations to attract tourists. This study explored the relationship between seven dimensions of tourism cultural capital and destination image. Structural equation modelling revealed that four underlying dimensions: historical objects, cultural behaviour, “food and culinary experiences” and handcrafts have a significant relationship with destination image and three were rejected; cultural events, “traditional medicine and spiritual practices” and “traditional aqua activities”. This study produced a broader conceptualization of how the dimensions of tourism cultural capital could be utilized and how these components contribute to the production of destination image so that appropriate management strategies for each may be formulated and implemented for improving the cultural destination to attract potential tourists.

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