The Effect of Social Influence on Behavioral Intentions of Domestic Visitors to Serengeti National Park in the Norther Tourism Circuit, Tanzania
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Abstract
Though social influence is recognized as a determinant of behavioral intention in technology adoption contexts, its role in shaping domestic wildlife tourists' post-visit intentions remains underexplored particularly in Sub-Saharan Africa, where domestic tourism is underdeveloped despite heavy conservation investment. Grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT), this study examines the effect of social influence on the behavioral intentions of domestic visitors to Tanzania's premier wildlife destination. Therefore, this study assessed the effect of social influence on domestic visitors' behavioral intentions (revisit intention, willingness to recommend, and positive word-of-mouth) in a non-technology, voluntary tourism context. A cross-sectional survey was conducted with 400 domestic visitors at exit gates of Serengeti National Park, Northern Tanzania. Social influence (compliance, internalization) and behavioral intention were measured using 5-point Likert scales. Data were analyzed using SmartPLS 4 with bootstrapping (5,000 subsamples). Construct validity (Fornell-Larcker, HTMT), reliability (CR, Cronbach's α), and predictive relevance (Q²) were assessed. Social influence exhibited a statistically significant positive effect on behavioral intention (β = 0.304, p < 0.001). However, the model explained only 9.2% of variance (R² = 0.092), with a small effect size (f² = 0.102) and weak predictive relevance (Q² = 0.050). Model fit was acceptable (SRMR = 0.069; NFI = 0.889). Although social influence significantly shapes domestic visitors' intentions to revisit, recommend, and speak positively about national parks, its explanatory power is modest. Other factors likely destination image, perceived value, facilitating conditions, and past experience appear to dominate intention formation in this context. The study extends UTAUT into Tanzania's wildlife tourism sector, providing preliminary evidence that the theory's social influence construct operates differently in voluntary leisure settings compared to mandatory technology adoption. It cautions against over-reliance on social-appeal marketing alone. It is recommended that destination managers should integrate social acceptance campaigns (peer testimonials, group travel incentives, university ambassador programs) alongside price reform, infrastructure investment, and service quality improvements to meaningfully grow domestic visitation.
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References
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https://doi.org/10.1177/1356766715577502
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http://ijafame.org/index.php/ijafame/article/view/305
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https://doi.org/10.15406/bbij.2017.05.00148
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https://doi.org/10.1016/j.tmp.2022.101062
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Published
Sep 12, 2026
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Mushi, M. L., Kiage , O., & Matiku, S. (2026). The Effect of Social Influence on Behavioral Intentions of Domestic Visitors to Serengeti National Park in the Norther Tourism Circuit, Tanzania. Journal of Frontiers in Humanities and Social Sciences, 4(3), 62–85. https://doi.org/10.69897/jofhscs.v4i3.388
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Author Biographies
Melkizedeck Leoni Mushi, Department of Tourism and Tour Operation Management, School of Tourism, Hospitality and Events management, Moi University, P.O. Box 3900, Eldoret, Kenya
Department of Tourism and Tour Operation Management,
School of Tourism, Hospitality and Events management, Moi University,
P.O. Box 3900, Eldoret, Kenya
Ondabu Kiage , Department of Tourism and Tour Operation Management, School of Tourism, Hospitality and Events management, Moi University, P.O. Box 3900, Eldoret, Kenya
Department of Tourism and Tour Operation Management,
School of Tourism, Hospitality and Events management, Moi University,
P.O. Box 3900, Eldoret, Kenya
Susan Matiku, Department of Tourism and Tour Operation Management, School of Tourism, Hospitality and Events management, Moi University, P.O. Box 3900, Eldoret, Kenya
Department of Tourism and Tour Operation Management,
School of Tourism, Hospitality and Events management, Moi University,
P.O. Box 3900, Eldoret, Kenya