Tourism Publicationsrepository.mzuni.ac.mw/handle/123456789/862024-03-28T19:59:58Z2024-03-28T19:59:58ZMuseums as a vehicle for domestic tourism growth in Malawi: an analysis of the push and pull factorsNgwira, CeciliaBello, Felix G.repository.mzuni.ac.mw/handle/123456789/3542022-11-15T07:12:15Z2018-01-01T00:00:00ZMuseums as a vehicle for domestic tourism growth in Malawi: an analysis of the push and pull factors
Ngwira, Cecilia; Bello, Felix G.
Museums are one of the major reasons why tourists tend to visit a destination. As such, contemporary
museums now have perceptual dimensions of leisure in addition to being custodians of human identity and
history. In this regard, simply having a museum building will not attract modern day tourists to wander
around in them as they need far more than the exhibits and the curatorial services. This study aimed at
finding out the reasons why people visit museums, the relationship between museum attributes and the
overall customer satisfaction as well as the reasons why some people do not visit museums in Malawi at
all. Simple random sampling and purposive sampling were used. A total of 200 questionnaires were
administered to domestic tourists visiting five museums out of which only 186 were usable and five in-depth
interviews were conducted with the five managers/curators of the museums under study. Thematic analysis
was use to come up with recurrent factors in the study. Results showed that most respondents have been
to museums for their history and heritage value, and recreational, cultural and educational reasons, but
most of them were not satisfied with the services on offer. Finally, the study draws conclusions and provides
some managerial insights for better museums management and customer retention, and thus sustainability.
2018-01-01T00:00:00ZOverland tourists’ natural soundscape perceptions: influences on experience, satisfaction, and electronic word-of-mouthKankhuni, ZandivutaNgwira, Ceciliarepository.mzuni.ac.mw/handle/123456789/3532022-11-15T07:06:01Z2021-01-01T00:00:00ZOverland tourists’ natural soundscape perceptions: influences on experience, satisfaction, and electronic word-of-mouth
Kankhuni, Zandivuta; Ngwira, Cecilia
The natural soundscape is an under-researched topic of study in tourism literature. More so,
research lacks empirical examination on the antecedents and outcomes of natural soundscape
perceptions. Drawing on the extant literature, the present study investigates the interplay of
tourist engagement, soundscape perceptions, memorable tourism experiences (MTEs),
satisfaction and electronic word-of-mouth (e-WOM). Using responses from 221 overland tourists
in African destinations who posted their experiences on Instagram, the study employs partial
least squares (PLS) structural equation modelling to test the relationships. The results reveal
that engagement positively influenced natural soundscape perceptions, which, in turn,
positively influenced memorable tourism experiences, satisfaction, and e-WOM. Also, MTEs
predicted satisfaction and e-WOM. The results did not support the antecedent effects of
engagement on memorable tourism experiences, nor of satisfaction on e-WOM. The paper
discusses the theoretical and practical implications of the findings and suggests areas for
further research.
2021-01-01T00:00:00ZManaging a World Heritage Site in Malawi: do residents’ sentiments matter?Chauma, Elemot C.Ngwira, Ceciliarepository.mzuni.ac.mw/handle/123456789/3522022-11-15T07:04:53Z2021-01-01T00:00:00ZManaging a World Heritage Site in Malawi: do residents’ sentiments matter?
Chauma, Elemot C.; Ngwira, Cecilia
Residents are an integral stakeholder in any tourism destination and
understanding their sentiments on any tourism activity within their
locality is very critical. Although local people are the most affected by
tourism development at such places, there is a deficit of research on
the local communities’ perceptions on the impacts of and changes to
their communities due to World Heritage Site (WHS) operations. Thus,
the study sought to assess residents’ sentiments towards cultural
heritage tourism at Chongoni Rock Art Heritage sites. Data were
collected from 35 respondents who were purposively selected from
three villages surrounding the WHS. Data were thematically analysed
and the main theme that emerged was a lack of community
involvement in tourism activities at the sites which has destroyed
heritage assets. The findings contribute to the extant literature on local
communities’ participation and perceptions of tourism development at
WHS. The study recommends residents’ participation as one way of
empowering the local community and enhancing economic benefits
from tourism
2021-01-01T00:00:00ZExploring the relationship between travel motivations and preferred tourist attractions: A case of New Zealand and The United KingdomKankhuni, ZandivutaNgwira, Ceciliarepository.mzuni.ac.mw/handle/123456789/3462022-11-02T07:02:36Z2019-01-01T00:00:00ZExploring the relationship between travel motivations and preferred tourist attractions: A case of New Zealand and The United Kingdom
Kankhuni, Zandivuta; Ngwira, Cecilia
The paper seeks to explore the role specific attractions play in bringing tourists to destinations. The paper also seeks to find out whether a destination projects itself differently to different source markets. Using content analysis, the paper applies Pearce‟s travel career pattern model and McKercher‟s attractions hierarchy framework to consider the motivations of travellers and the specificity of the attractions they seek to visit. New Zealand and the United Kingdom are used as destinations. Results indicate that less experienced tourists, mostly influenced by Pearce‟s outer layer motives, are largely attracted by specific attractions. Experienced travellers, mostly driven by Pearce‟s core motives, are interested in a range of generic attractions. Destinations project themselves differently to source markets based on the needs and the characteristics of the tourists, even though recently the destinations are moving towards promoting several generic attractions rather than focusing on a few popular attractions.
2019-01-01T00:00:00Z