Demographic determinants of wildlife attraction selection among international return tourists in Tanzania: implications for strategic marketing

Figures & data

Figure 1. Map showing Tanzania National Parks, game reserves, and conservation areas.

Source: Tanzania National Parks Website.

Table 1. Multiple binary logistic regression model with the Box-Tidwell transformation.

Variable	Coefficient ($\beta$)	Std error	95% CI	p-Value
Constant	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
Marital status
Single	Ref
Married	0.078145	0.150077	[−0.216, 0.37229]	0.603
Others	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
Above 3 (large size)	Ref
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	Ref
Occupation
Employed	Ref
Retired	0.461642	0.215448	[0.039372, 0.88391]	0.032
Student	0.528782	0.339216	[−0.13607, 1.19363]	0.119
Gender
Female	Ref
Male	−0.1367	0.13703	[−0.40528, 0.13187]	0.318
Region of entry
Europe	Ref
North-America	0.650694	0.270749	[0.12004, 1.181352]	0.016
South-America	−0.59741	0.289407	[−1.16464, −0.03018]	0.039
Asia	0.868573	0.384085	[0.11578, 1.62137]	0.024
Sub-Saharan Africa	0.322426	0.241085	[−0.15009, 0.79494]	0.181
Education level
Primary education	−0.39052	0.567958	[−1.5037, 0.72265]	0.492
Secondary education	Ref
College education	−0.28868	0.282114	[−0.84161, 0.26426]	0.306
University education	−0.11187	0.256045	[−0.61371, 0.389972]	0.662

Table 2. Collinearity statistics.

Variable	VIF	Tolerance (1/VIF)
Age	4.45	0.224719
Married	2.73	0.366953
Others	1.36	0.736926
Below 3 (large size)	2.20	0.454867
Inc1	3.20	0.312880
Inc2	3.11	0.321353
Inc3	2.64	0.379464
Inc4	1.41	0.708802
Retired	1.44	0.695209
Student	1.26	0.794228
Male	1.89	0.528540
North-America	1.25	0.801502
South-America	1.12	0.890174
Asia	1.15	0.870785
Sub-Saharan Africa	1.18	0.847870
Primary education	1.16	0.863584
College education	2.48	0.402464
University education	3.17	0.315457

Table 3. Residuals statistics.

	Minimum	Maximum	N
Standard residual	−2.774	2.711	1550
Studentized residual	−2.789	2.739	1550
Mahalanobis distance	0.147	10.897	1550
Cook’s distance	0.000	0.039	1550

Table 4. Findings of Hosmer-Lemeshow test for goodness-of-fit.

Number of observations	1550
Number of covariate patterns	235
Pearson chi^2	40.99
Prob > chi^2	0.678

Table 5. Findings from the multiple binary logistic regression model regarding the demographic characteristics influencing the selection of wildlife attractions.

Variable	Coefficient ($\beta$)	Std error	95% CI	p-Value
Constant	1.30091	0.37536	[0.56521, 2.03661]	0.001
Age	−0.00089	0.00547	[−0.01162, 0.00984]	0.871
Marital status
Single	Ref
Married	0.06585	0.14915	[−0.22649, 0.35819]	0.659
Others	0.02647	0.29660	[−0.55486, 0.60781]	0.929
Household size
Below 3 (small size)	−0.81684	0.13925	[−1.08977, −0.54391]	<0.001
Above 3 (large size)	Ref
Income
Inc1	0.26188	0.23226	[−0.19333, 0.71709]	0.260
Inc2	0.55867	0.22886	[0.11012, 1.00723]	0.015
Inc3	0.89715	0.25196	[0.40332, 1.39098]	<0.001
Inc4	0.20995	0.31679	[−0.41096, 0.83085]	0.508
Inc5	Ref
Occupation
Employed	Ref
Retired	0.48721	0.21210	[0.07151, 0.90292]	0.022
Student	0.59279	0.32654	[−0.04721, 1.23279]	0.069
Gender
Female	Ref
Male	−0.13931	0.13698	[−0.40779, 0.12917]	0.309
Region of entry
Europe	Ref
North-America	0.66018	0.27088	[0.12927, 1.19109]	0.015
South-America	−0.61854	0.28769	[−1.182401, −0.05468]	0.032
Asia	0.87877	0.38351	[0.12710, 1.63043]	0.022
Sub-Saharan Africa	0.32821	0.24106	[−0.14426, 0.80068]	0.173
Education level
Primary education	−0.46237	0.55821	[−1.55645, 0.63170]	0.407
Secondary education	Ref
College education	−0.32386	0.27752	[−0.86779, 0.22007]	0.243
University education	−0.13825	0.25327	[−0.63466, 0.35815]	0.585

Log likelihood = −751.09736, LR chi²(18) = 91.11, Prob > chi² = 0.0000 and Pseudo R² = 0.0572.

Table 6. Cross tabulation between tourists’ choices and family size tourists.

			Family size		Total
			Below 3 (small size)	Above 3 (large size)
Choices	Otherwise	Count	217	135	352
		Expected count	170.1	181.9	352.0
		% Within choices	61.6%	38.4%	100.0%
		% Within size	29.0%	16.9%	22.7%
		Adjusted residual	5.7	−5.7
	Wildlife	Count	532	666	1198
		Expected count	578.9	619.1	1198.0
		% Within choices	44.4%	55.6%	100.0%
		% Within size	71.0%	83.1%	77.3%
		Adjusted residual	−5.7	5.7
Total		Count	749	801	1550
		Expected count	749.0	801.0	1550.0
		% Within choices	48.3%	51.7%	100.0%
		% Within size	100.0%	100.0%	100.0%

Chi-square 32.283, df = 1, p-value = 0.00.

Table 7. Cross tabulation between tourists’ choices and income level.

			Income level					Total
			<30,000	30,000–49,999	50,000–69,999	70,000–89,999	90,000 or more
Choices	Otherwise	Count	118	115	49	23	47	352
		Expected count	114.0	110.1	76.3	19.1	32.5	352.0
		% Within choice	33.5%	32.7%	13.9%	6.5%	13.4%	100.0%
		% Within income	23.5%	23.7%	14.6%	27.4%	32.9%	22.7%
		Adjusted residual	.5	.6	−4.0	1.1	3.0
	Wildlife	Count	384	370	287	61	96	1198
		Expected count	388.0	374.9	259.7	64.9	110.5	1198.0
		% Within choice	32.1%	30.9%	24.0%	5.1%	8.0%	100.0%
		% Within income	76.5%	76.3%	85.4%	72.6%	67.1%	77.3%
		Adjusted residual	−.5	−.6	4.0	−1.1	−3.0
Total		Count	502	485	336	84	143	1550
		Expected count	502.0	485.0	336.0	84.0	143.0	1550.0
		% Within choice	32.4%	31.3%	21.7%	5.4%	9.2%	100.0%
		% Within income	100.0%	100.0%	100.0%	100.0%	100.0%	100.0%

Chi-square 22.550, df = 4, p-value = 0.00.

Table 8. Cross tabulation between tourists’ choices and occupation.

			Occupation			Total
			Employed	Retired	Student
Choices	Otherwise	Count	299	39	14	352
		Expected count	269.8	60.9	21.3	352.0
		% Within choice	84.9%	11.1%	4.0%	100.0%
		% Within occupation	25.2%	14.6%	14.9%	22.7%
		Adjusted residual	4.2	−3.5	−1.9
	Wildlife	Count	889	229	80	1198
		Expected count	918.2	207.1	72.7	1198.0
		% Within choice	74.2%	19.1%	6.7%	100.0%
		% Within occupation	74.8%	85.4%	85.1%	77.3%
		Adjusted residual	−4.2	3.5	1.9
Total		Count	1188	268	94	1550
		Expected count	1188.0	268.0	94.0	1550.0
		% Within choice	76.6%	17.3%	6.1%	100.0%
		% Within occupation	100.0%	100.0%	100.0%	100.0%

Chi-square 17.523, df = 2, p-value = 0.00.

Table 9. Choice of wildlife attraction among international repeat tourists residing with only small families (i.e. those tourists residing with <3 family members) and possess lower (<60,000 USD) and higher earning income (adjusted logit).

Dependent variable	(1) Tourists earn lower income. (<60,000 USD)			(2) Tourists earn higher income. (60,000 and above USD)
	Estimate ($\beta$)	SE	p-Value	Estimate ($\beta$)	SE	p-Value
Choice of wildlife	−0.60473	0.11301	<0.001	−0.52024	0.10120	<0.001

SE: standard error.

The analysis was adjusted for gender, marital status, age, education level, occupation, and region of origin.

Data availability statement

This study utilized a dataset, and it can be provided upon request.