Destination Promotion Videos and Tourism Knowledge: A Road Toward Residents’ Empowerment in Emerging Tourism Destinations

Abstract

There is a major outcry among Destination Management Organizations (DMOs) in emerging tourism destinations regarding the low participation or engagement of key stakeholders, mainly local residents, in sustainable tourism. Although several initiatives have been taken by DMOs to ensure that local residents participate in inclusive tourism development, major progress has not been achieved so far. Past studies indicate that even though local residents are engaged and involved in tourism development, they have not been able to fully exercise power and control over tourism, hence they participate as passive beneficiaries rather than active beneficiaries. Thus, this study is an attempt to investigate the role of destination promotion videos and tourism knowledge as drivers of residents’ empowerment in emerging tourism destinations. The study used convenience sampling to determine a sample of 417 local residents in the Dodoma region, from whom data were collected. The data analysis, using structural equation modeling, suggests that tourism knowledge is an important driver of residents’ empowerment among local residents. Additionally, tourism knowledge can be cultivated through the use of destination promotion videos as important sources of information about tourism destinations. This study recommends that DMOs should utilize various public awareness campaigns, such as short destination videos, to empower individuals with knowledge. This knowledge could instill confidence and encourage their participation in inclusive tourism development.